Best Global Brands 2012
INTERBRAND RELEASES 13TH ANNUAL BEST GLOBAL BRANDS REPORT
Coca-Cola retains the #1 spot — Apple jumps to #2; Facebook enters Top 100 as Google overtakes Microsoft
NEW YORK, New York, October 2, 2012 – Coca-Cola, Apple and IBM lead Interbrand’s 13th annual Best Global Brands report. While Coca-Cola retained its #1 position, Apple jumped to #2 with stellar sales in both developed and emerging markets over the last year. Social media giant, Facebook (#69), enters the report after making headlines as the third largest IPO in US history, and Google (#4) experienced a 26% increase in brand value over the last year, exceeding rival Microsoft’s (#5) brand value for the first time in the history of Interbrand’s report.
Interbrand, the world’s leading brand consultancy, publishes its Best Global Brands report of the world’s 100 most valuable brands on an annual basis. Interbrand’s methodology - the first of its kind to be ISO certified – analyzes the many ways a brand touches and benefits an organization, from driving bottom-line business results to delivering on customer expectations.
To develop its report, Interbrand examines the three key aspects that contribute to a brand’s value:
- The financial performance of the branded products or service
- The role the brand plays in influencing consumer choice
- The strength the brand has to command a premium price, or secure earnings for the company
2012 OVERVIEW: Delivering Meaningful Brand Experiences Across All
Against the backdrop of continued global economic uncertainty, this year’s top 100
brands excelled in securing their market position and delivering more personal and
enriching experiences to consumers -- across geographies and platforms.
“As global competition increases and many competitive advantages, like technology,
become more short-lived, a brand’s contribution to shareholder value will only
increase,” noted Jez Frampton, Interbrand’s Global Chief Executive Officer. “The world’s
100 most valuable brands are leading the way by listening to consumers, employees,
and investors alike and delivering a seamless and holistic brand experience across an
ever-evolving range of touchpoints."
In a fast-moving world where consumers’ offline and online brand experiences
constantly intertwine, the leading brands are staying actively engaged, tapping into the
inexorable rise of data and information in order to drive innovation across all industries.
They are spending the time and money required to understand the role their brand
plays in consumers’ lives – and they are strategically weaving their brand proposition
into every interaction.
2012 NEW ENTRANTS: Pampers, Facebook, Prada, Kia, Ralph Lauren,
Pampers (#34): Pampers, the top-selling diaper brand in the US and P&G’s number one
selling brand in the world, earned the highest ranking position among this year’s new
entrants. Pampers has effectively used social media platforms and loyalty programs to
connect to its consumer base. Such efforts (and increased financial transparency on
P&G’s part) have earned Pampers a high-ranking spot in this year’s Best Global Brands
Facebook (#69): Facebook’s IPO in May enabled Interbrand to examine the social
media behemoth’s financials for the first time. Despite its rocky start as a publicly listed
stock and lingering uncertainty about its business model, Facebook’s growth as a
brand, especially in developing markets, earns it a position in this year’s report.
Prada (#84): Prada returns to the Best Global Brands report this year. The brand’s
continued growth in revenue is fueled largely by 250+ DOS (Directly Operated Stores)
worldwide – a network that has expanded by keeping a careful eye on increasingly
sophisticated customers in developing markets.
Kia (#87): For the past few years, Kia has been one of the fastest-growing global
automotive brands. In the US, Kia’s market share has grown for 17 consecutive years
and its sales numbers continue to rise, even in the troubled European marketplace.
Ralph Lauren (#91): Making its first appearance in the top 100 since 2009, Ralph
Lauren’s notable brand growth in the past year can be attributed to highly innovative
communication patterns and consistency across all touchpoints and formats
MasterCard (#94): MasterCard makes its debut in the 2012 Best Global Brands report
after an impressive year. The company’s launch of its “Priceless Cities” campaign and a
growing suite of solutions for business owners are steadily increasing consumer
satisfaction – and contributing to its rise in brand value
2012 TOP RISING BRANDS: Apple, Amazon, Samsung, Nissan, Oracle
Apple (+129%): Despite Steve Jobs’ passing, consumers’ emotional connection to the
Apple brand remains stronger than ever - this was made clear just recently with the
launch of iPhone 5. Even in the face of increasing competition from rivals Google and
Samsung, the company continues to demonstrate its commitment to protecting the
Apple brand and its intellectual property. Such commitment enabled Apple to post
quarterly revenue of USD $35 billion and quarterly net profit of $8.8 billion in July.
Amazon (+46%): Amazon has introduced the Kindle Touch and Kindle Fire in 175
countries, stretching the Kindle beyond its e-reader origins and turning it into a serious
rival to the iPad. The Kindle Fire now enjoys the world’s second-largest tablet market
Samsung (+40%): Samsung became the global leader for smartphone shipments in
2011 ahead of Apple and Nokia. Samsung also generated a great deal of online buzz by
integrating its Galaxy SIII and Note into the Opening Ceremony of the 2012 London
Olympics. Despite its legal battle with Apple, Samsung’s global market share is 32.6%
and its brand value increased by a meteoric 40% in the past year.
Nissan (+30%): Nissan recovered quickly from last year’s natural disasters in Japan
and grew its market share by pushing the envelope on innovation and by creating bold
vehicle designs like that of the Nissan Juke. Nissan’s ability to overcome challenges and
continually innovate caught the attention of consumers and helped increase its brand
value by 30%.
Oracle (+28%): Oracle has been branching out beyond database solutions in order to
stay ahead of competitors. The company continues to make strategic acquisitions and
grow its capabilities and offerings, especially in cloud computing. Oracle’s 28% increase
in brand value this year proves that such strategies have impressed customers and
TECHNOLOGY BRANDS CONTINUE TO DOMINATE
Technology brands continued their strong push of recent years, with four of the five top
risers hailing from the sector (Apple, Amazon, Samsung, and Oracle). In addition, five
of this year’s Top 10 brands come from within the technology sector (Apple, Google,
Microsoft, Intel, and Samsung). Apple, in particular, experienced record growth in
brand value. While there is no question that products like the iPad and iPhone 5 are
attractive to consumers around the world, Apple‘s values and unmistakable human
touch are what set it apart from competitors in the end.
AUTOMOTIVE BRANDS MOVE BEYOND RECOVERY
Automotive brands are becoming more attuned to the emotional connection consumers
have with their cars. This has caused many automakers to develop more effective,
technologically savvy ways to reach target markets and help prospective buyers better
relate to car brands. Audi’s (#55) digital showroom, Audi City, is revolutionizing the
future of retailing by combining digital product presentations and personal contact with
dealers. Similarly, Ford (#45) is working hard to improve MyTouch, its in-car
communications and entertainment system. Brands like BMW (#12) and Hyundai (#53)
are investing in global brand campaigns and are becoming more digitally connected and
tailored to narrower target groups. For the most part, the entire industry appears to be
focused on engaging customers and prospects in a more relevant and personalized
manner throughout the entire purchase cycle.
LUXURY BRANDS PROVE RESILIENT
Despite the current economic landscape, all of the luxury brands in this year’s report
increased their brand value. As the meaning of luxury shifts, this year’s top luxury
brands reflect a changing global consciousness – with success dependent not only upon
a portfolio of superior products and superb quality of service, but also a strong cohesive
brand, a formidable digital presence, and reputation that is timeless, elevated, and
refined. The 2012 Best Global Brand report includes seven luxury brands: Louis Vuitton
(#17), Gucci (#38), Hermès (#63), Cartier (#68), Tiffany & Co. (#70), Burberry
(#82), and Prada (#84).
FMCG/CPG (FAST MOVING CONSUMER GOODS/CONSUMER PACKAGED GOODS)
BRANDS INCREASE IN BRAND VALUE AND EXPAND PRODUCT OFFERINGS
The rise in value of several FMCG/CPG brands -- Kellogg’s (#29), L’Oréal (#42), Heinz
(#46), Colgate (#47), Danone (#52), Nestlé (#57), and Johnson & Johnson (#79) --
reflect successful growth, especially in the developing markets. Another growing trend
observed this year was the increasing number of FMCG brands expanding into the
healthcare space. Avon (#71) and Kleenex (#80) were the only two brands to lose
brand value (-4% and -7% respectively).
Financial services brands are continuing to feel the impact of 2008’s global economic
downturn. Recent events, such as the notorious Libor scandal, have tarnished the
reputation of leading brands like Credit Suisse - it declined 5% in brand value and
ranked #95. There is reason to be optimistic about the future of this sector, however:
Five of the 12 financial services brands in this year’s report increased in brand value,
including American Express (#24), Morgan Stanley (#54), AXA (#58), Allianz (#62),
and Visa (#74). MasterCard (#94) was a new entrant to this year’s report, an indication
that its “Priceless” campaign continues to succeed in building a stronger connection
between the brand and its growing customer base.
Interbrand’s 2012 Best Global Brands report, including detailed sector analyses, is
available in full on interbrand.com and bestglobalbrands.com. The Best Global Brands
website also includes in-depth CMO interviews and interactive charts & graphs.
Interbrand’s 2012 Best Global Brands
Founded in 1974, Interbrand is one of the world’s largest branding consultancies. With
nearly 40 offices in 27 countries, Interbrand’s combination of rigorous strategy,
analytics, and world-class design enables it to assist clients in creating and managing
brand value effectively, across all touchpoints, in all market dynamics. Interbrand is
widely recognized for its annual Best Global Brands report, the definitive guide to the
world’s most valuable brands, as well as its Best Global Green Brands report, which
identifies the gap between customer perception and a brand’s performance relative to
sustainability. It is also known for having created brandchannel.com, a Webby-award
winning resource for brand marketing and branding. For more information on
Interbrand, visit interbrand.com.