Best Global Brands 2011

SIGN UP
FOR UPDATES

facebook linkedIn twitter rss

TOP 10 DE LAS MARCAS 2011


1 Coca-Cola71,861 ($m)
2 IBM69,905 ($m)
3 Microsoft59,087 ($m)
4 Google55,317 ($m)
5 GE42,808 ($m)
6 McDonald's35,593 ($m)
7 Intel35,217 ($m)
8 Apple33,492 ($m)
9 Disney29,018 ($m)
10 HP28,479 ($m)
VER TOP 100 COMPLETO
Pixel Mags

Press & Media

Lindsay Beltzer
Senior Associate,
Global Marketing & Communications
+1 212 798-7786

BGB Badge

Are you a Best Global Brand? Contact Jessica McHie for the BGB badge and guidelines for usage.

Top Brand - Best Global Brands 2011


BRAND STRENGTH

Linking back to the way in which we at Interbrand create and manage brand value for our clients, these ten factors give us a comprehensive framework for managing brands as well as valuing them. Do be sure though, when conducting client valuations, that the criteria for each factor are considered and fine-tuned to reflect the unique context of that specific brand and sector.

Internal Factors


CLARITY
Clarity internally about what the brand stands for in terms of its values, positioning and proposition. Clarity too about target audiences, customer insights and drivers. Because much hinges on this, it is vital that these are articulated internally and shared across the organization.

COMMITMENT
Internal commitment to brand, and a belief internally in the importance of brand. The extent to which the brand receives support in terms of time, influence, and investment.

PROTECTION
How secure the brand is across a number of dimensions: legal protection, propriety ingredients or design, scale or geographical spread.

RESPONSIVENESS
The ability to respond to market changes, challenges and opportunities. The brand should have a sense of leadership internally and a desire and ability to constantly evolve and renew itself.


External Factors


AUTHENTICITY
The brand is soundly based on an internal truth and capability. It has a defined heritage and a well grounded value set. It can deliver against the (high) expectations that customers have of it.

RELEVANCE
The fit with customer/consumer needs, desires, and decision criteria across all relevant demographics and geographics.

DIFFERENTIATION
The fit with customers/consumers perceive the brand to have a differentiated positioning distinctive from the competition.

CONSISTENCY
The degree to which a brand is experienced without fail across all touchpoints or formats.

PRESENCE
The degree to which a brand feels omipresent and is talked about positively by consumers, customers and opinion formers in both traditional and social media.

UNDERSTANDING
The brand is not only recognized by customers, but there is also an in-depth knowledge and understanding of its distinctive qualities and characteristics. (Where relevant, this will extend to consumer understanding of the company that owns the brand).