:::renaissance chambara:::

Posts on quality, life, culture, the media, news & tech with a twist & a slice of Limey. I moved my blog to http://renaissancehambara.jp in December 2006, go there for the latest content.

Thursday, August 03, 2006


Lies, Damn Lies and Brand Valuations

InterBrand have wheeled out their sturdy PR warhouse: a table of global brands and their value with BusinessWeek as their media partner.

Whilst it gives lots of PowerPoint-friendly data and soundbites for marketers everywhere, the report usually raises more questions than it asks. InterBrand this year have used their BrandChannel blog to try and engage with marketers on some of these questions.

Reading through the methodology InterBrand is quite open about the fact that some of the leading marketers in the world are missing: notably Mars the confectionery to pet foods conglomerate owned by off-world aliens (only kidding, just don't zap me with your legal ray-guns ok?)

Data points of interest:

Google isn't number one (its number 24) , but has leapt forward in terms of brand value by 46 per cent. Overall online brands still do not seem to have scaled the top-ten despite their high trust and consumer touch points: maybe next year. Google's brand is central to its proposition is worth on 12.4 billion USD, despite a market cap value of just under 118 billion USD at the time of writing.

The Google brand is outgunned by a number of traditionally stodgy brands for example: GE, IBM, Merrill Lynch, Hewlett-Packard and American Express!

Secondly I was amazed at how financial institutions like Goldman Sachs, Morgan Stanley, HSBC and JPMorgan outclassed supposed marketing poster children like Apple, Kelloggs, Ikea, MTV, L'Oreal, Heinz and Colgate. Interestingly in the analysis at the back of the report Interbrand predict that food companies like Nestle may have a diminishing emphasis on brand as consumers cook less and third parties like vending machines, restaurants and other distribution channels play an increasing role in consumers lives.

Nestle gets two mentions with Nescafe and the corporate brand being split out separately. Added together they would have a position in the high teens coming in at over 17 billion USD of brand value.

Because of the product focus of branding by Unilever and Procter & Gamble they don't seem to register on the list at all (though I may be mistaken), this again distorts the statistics.

Finally whilst marketers have been concerned that American foreign policy has turned foreign consumers away and some have claimed to have been hit economically American brands make 51 per cent of the the top 100 list. Germany, considered in a recent survey I saw as the world's most trusted national brand came in second with nine per cent of the list.

For more information contact Lisa Marsala. Kudos to BrandChannel

Labels: , ,

Create Social Bookmark Links

Links to this post:

Create a Link

<< Home


03/2004   04/2004   05/2004   06/2004   07/2004   08/2004   09/2004   10/2004   11/2004   12/2004   01/2005   02/2005   03/2005   04/2005   05/2005   06/2005   07/2005   08/2005   09/2005   10/2005   11/2005   12/2005   01/2006   02/2006   03/2006   04/2006   05/2006   06/2006   07/2006   08/2006   09/2006   10/2006   11/2006   12/2006  

Welcome, thanks for visiting and a bit about this blog (:::renaissance chambara::: all in lower case just like UNIX)
Got something to bitch about? Trying to legal the author or want to send scary fan mail? Click here for more details
Want to leave a comment? Feel free, but please take account of the guidelines
The blogroll (there's some missing that Bloglines can't read, if you're not in sort your feeds out)
Subscribe via RSS to :::: renaissance chambara ::::
The grooves that drive :::: renaissance chambara :::: (see what's on our iTunes)
This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 2.5 License.

Blogger rox nuffsaid.