Skip navigation
Skip navigation
You are using an outdated browser. Please upgrade your browser.

Fleishman-Hillard for Interbrand:
Rachel Hodgson: 020 7395 7004
BGB2012@fleishman.com


UNDER STRICT EMBARGO: TUESDAY OCTOBER 2ND 6AM (UK TIME)

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

LONDON, 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 – analyses the many ways a brand touches and benefits an organisation, 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 TOUCHPOINTS
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 brand 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 consumer touchpoints.”

In a fast-moving world where consumers’ offline and online brand experiences constantly intertwine, the leading brands across industries are staying actively engaged, tapping into the inexorable rise of data and information in order to drive innovation. 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, MasterCard
Pampers (#34): Pampers, the top-selling nappy brand in the UK 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 report.

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 emerging markets, secures it a place in this year’s report.

Prada (#84): Prada returns to the Best Global Brands report this year. The brand’s continued growth in revenues is fueled largely by 250+ DOS (Directly Operated Stores) worldwide – a network which has expanded with a careful eye on increasingly sophisticated customers in emerging 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 – 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.) So far this year, the company has generated a net profit of USD $8.8 billion and its brand value has increased 129%. In the face of increasing competition from rivals Google and Samsung, the company has demonstrated its commitment to protecting the Apple brand and its intellectual property.

Amazon (+46%): Amazon has introduced the Kindle Touch and Kindle Fire in 175 countries, stretching the Kindle empire beyond its e-reader origins and into a serious rival to the iPad. The Kindle Fire now enjoys the world’s second-largest tablet market share.

Samsung (+40%): With 19.1% market share, 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 brand value increased by a meteoric 40% this past year.

Nissan (+30%): Nissan recovered quickly from last year’s natural disasters in Japan and grew its market share -- credit its ability to push the envelope on innovation and create 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 its brand value to increase 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 investors alike.

2012 EXITS
Notable exits this year include several financial service brands; Barclays, UBS and Zurich. HTC, Nivea and Armani have also dropped out of the list.

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 or iPhone 5 are attractive to consumers around the world, Apple‘s values and its unmistakable human touch are what set it apart 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. The entire industry is hoping to engage customers and prospects in a 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, Heinz, Colgate, Johnson & Johnson, L’Oréal, Danone and Nestlé -- reflect successful growth in the emerging markets. Another growing trend observed this year was the increasing number of FMCG brands expanding into the healthcare space. Kellogg’s (#29), Heinz (#46), Colgate (#47), and Johnson & Johnson (#79) all rose in brand value from 2011. Avon (#71) and Kleenex (#80) were the only two brands to lose brand value (-4% and -7% respectively).

FINANCIAL SERVICES
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, placing it at #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 as 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

2012 RANK 2011 RANK BRAND SECTOR 2012 BRAND VALUE $m % CHANGE (BRAND VALUE )

1 1 Coca-Cola Beverages 77,839 8%
2 8 Apple Technology 76,568 129%
3 2 IBM Business Services 75,532 8%
4 4 Google Technology 69,726 26%
5 3 Microsoft Technology 57,853 -2%
6 5 GE Diversified 43,682 2%
7 6 McDonald’s Restaurants 40,062 13%
8 7 Intel Technology 39,385 12%
9 17 Samsung Technology 32,893 40%
10 11 Toyota Automotive 30,280 9%
11 12 Mercedes-Benz Automotive 30,097 10%
12 15 BMW Automotive 29,052 18%
13 9 Disney Media 27,438 -5%
14 13 Cisco Business Services 27,197 7%
15 10 HP Technology 26,087 -8%
16 16 Gillette FMCG 24,898 4%
17 18 Louis Vuitton Luxury 23,577 2%
18 20 Oracle Business Services 22,126 28%
19 14 Nokia Electronics 21,009 -16%
20 26 Amazon Internet Services 18,625 46%
21 19 Honda Automotive 17,280 -11%
22 22 Pepsi Beverages 16,594 14%
23 21 H&M Apparel 16,571 1%
24 23 American Express Financial Services 15,702 8%
25 24 SAP Business Services 15,641 8%
26 25 Nike Sporting Goods 15,126 4%
27 27 UPS Transportation 13,088 4%
28 31 IKEA Home Furnishings 12,808 8%
29 34 Kellogg’s FMCG 12,068 6%
30 33 Canon Electronics 12,029 3%
31 29 Budweiser Alcohol 11,872 -3%
32 28 J.P. Morgan Financial Services 11,471 -8%
33 32 HSBC Financial Services 11,378 -4%
34 N/A Pampers FMCG 11,296 NEW
35 30 Nescafé Beverages 11,089 -8%
36 36 eBay Internet Services 10,947 12%
37 44 Zara Apparel 9,488 18%
38 39 Gucci Luxury 9,446 8%
39 47 Volkswagen Automotive 9,252 18%
40 35 Sony Electronics 9,111 -8%
41 41 Philips Electronics 9,066 5%
42 40 L’Oréal FMCG 8,821 1%
43 45 Accenture Business Services 8,745 9%
44 37 Thomson Reuters Business Services 8,444 -11%
45 50 Ford Automotive 7,958 6%
46 49 Heinz FMCG 7,722 1%
47 51 Colgate FMCG 7,643 7%
48 38 Goldman Sachs Financial Services 7,599 -16%
49 43 Dell Technology 7,591 -9%
50 42 Citi Financial Services 7,570 -12%
51 46 Siemens Diversified 7,534 -5%
52 52 Danone FMCG 7,498 8%
53 61 Hyundai Automotive 7,473 24%
54 54 Morgan Stanley Financial Services 7,218 9%
55 59 Audi Automotive 7,196 17%
56 48 Nintendo Electronics 7,082 -8%
57 55 Nestlé FMCG 6,916 5%
58 53 AXA Financial Services 6,748 1%
59 57 Xerox Technology 6,714 5%
60 60 adidas Sporting Goods 6,699 9%
61 64 Caterpillar Diversified 6,306 13%
62 67 Allianz Financial Services 6,184 16%
63 66 Hermès Luxury 6,182 15%
64 62 KFC Restaurants 5,994 2%
65 69 Panasonic Electronics 5,765 14%
66 63 Sprite Beverages 5,709 2%
67 58 MTV Media 5,648 -12%
68 70 Cartier Luxury 5,495 15%
69 N/A Facebook Internet Services 5,421 NEW
70 73 Tiffany & Co. Luxury 5,159 15%
71 65 Avon FMCG 5,151 -4%
72 72 Porsche Automotive 5,149 12%
73 90 Nissan Automotive 4,969 30%
74 75 Visa Financial Services 4,944 10%
75 74 Shell Energy 4,788 7%
76 68 Santander Financial Services 4,771 -6%
77 85 3M Diversified 4,656 18%
78 80 Adobe Technology 4,557 9%
79 83 Johnson & Johnson FMCG 4,378 8%
80 71 Kleenex FMCG 4,360 -7%
81 78 Jack Daniel’s Alcohol 4,352 1%
82 95 Burberry Luxury 4,342 16%
83 88 Johnnie Walker Alcohol 4,301 12%
84 N/A Prada Luxury 4,271 NEW
85 97 John Deere Diversified 4,221 16%
86 81 Pizza Hut Restaurants 4,193 2%
87 N/A Kia Automotive 4,089 NEW
88 96 Starbucks Restaurants 4,062 11%
89 86 Corona Alcohol 4,061 3%
90 89 Smirnoff Alcohol 4,050 5%
91 N/A Ralph Lauren Apparel 4,038 NEW
92 91 Heineken Alcohol 3,939 3%
93 56 BlackBerry Electronics 3,922 -39%
94 N/A MasterCard Financial Services 3,896 NEW
95 82 Credit Suisse Financial Services 3,866 -5%
96 100 Harley-Davidson Automotive 3,857 10%
97 76 Yahoo! Internet Services 3,851 -13%
98 77 Moët & Chandon Alcohol 3,824 -13%
99 99 Ferrari Automotive 3,770 5%
100 84 Gap Apparel 3,731 -8%



About Interbrand
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 about brand marketing and branding. For more information on Interbrand, visit interbrand.com

This press release was distributed by ResponseSource Press Release Wire on behalf of FleishmanHillard Fishburn in the following categories: Sport, Consumer Technology, Motoring, Food & Drink, Personal Finance, Business & Finance, Media & Marketing, Retail & Fashion, Manufacturing, Engineering & Energy, for more information visit https://pressreleasewire.responsesource.com/about.