Marketing game ... technology companies have put on the strongest showing, and financial companies the weakest, in the `definitive` annual study on the hottest brands in the world.
TECH companies have put on the strongest showing, and financial companies the weakest, in an annual study on the hottest brands in the world.
The two biggest movers in Interbrand`s "definitive" 2008 Best Global Brands were Google, which jumped from 20 to 10, and Apple, which jumped 9 spots to 24.
Interbrand said Google, which has built on its dominance in internet searches to expand into software, video, mapping and web browsing, was "the undisputed king of the internet world", and its brand value had shot up by 43 per cent, from $21.9 billion to $31.5 billion.
Coca-Cola took the top spot for the eighth year in a row thanks to its famous ad campaigns and knack for reinvention.
IBM pushed ahead of Microsoft for the first change to the top four since at least 2001. GE held onto fourth position.
Movement in the ranks confirmed that the tumultuous credit markets are affecting leading financial services brands, including Merrill Lynch at 34 and Citi, at 19.
However, some strong industry leaders survived such as HSBC at 27 and credit card companies Visa - a new entrant to the list at 100, plus American Express at 15, which have all been able to transcend the credit crisis due to their trusted brands.
Other brands that fell significantly on the 2008 list include Ford at 49, and Gap at 77.
Emerging market growth had a significant impact on luxury brands as the new elite seek to demonstrate their wealth. Companies such as Porsche at 75, Ferrari at 93 and Prada at 9, have experienced great success in the world’s emerging markets, Interbrand said.
Jez Frampton, global chief executive of Interbrand, said there appeared to be a correlation between how a brand was perceived and how well the stock performed
The top brands tend to outperform the stock market — brands on the decline tend to underperform the market, he said.
“Someone once told me, ‘Nothing kills a great brand better than a bad business,’” Mr Frampton said.
He said that now — during an economic slump — was the time companies should really work on building their brands.
“They should be concentrating harder on the importance of your brand during down times," he said.
"There is evidence that the time to think hard is right now.”
Top 10 brands:
1. Coca-Cola 2. IBM 3. Microsoft 4. GE 5. Nokia 6. Toyota 7. Intel 8. McDonald’s 9. Disney 10. Google
*To qualify for inclusion in the Best Global Brands 2008 list, each brand must derive at least a third of its earnings outside its home country, be recognisable outside of its base of customers, and have publicly available marketing and financial data.
Marketing game ... technology companies have put on the strongest showing, and financial companies the weakest, in the `definitive` annual study on the hottest brands in the world.
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