2013 Definitive Global Brand Ranking Report

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IDeas BIG Global Brand Ranking Report ranks top worldwide brands based on a compilation of some of the most popular and prestigious rankings. Visit http://blog.ideasbig.com/the-2013-definitive-global-brand-ranking-report/ to download.

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2013 Definitive Global Brand Ranking Report

  1. 1. brands OF 2013 ›› Definitive Global Brand Ranking Report 2013
  2. 2. Intro >> With so many global brand rankings and lists published annually, which is the most accurate? Surely, the most popular or prestigious brand rankings include Forbes, Interbrand, Millward Brown BrandZ, and the Brandirectory. However, when comparing, each ranking had strikingly different results. This observation led to the idea for this 2013 Definitive Global Brand Ranking Report, which simply uses a composite or index of all four of these brand rankings. Sponsored by IDeas BIG (brand identity group), following is our methodology. www.ideasbig.com 2013 ›› Definitive Global Brand Ranking Report 1
  3. 3. >>Methodology So how did we do it? No doubt, these top brand rankings were put together by teams of individuals, exerting hundreds of thousands of hours in research. We simply converted each of the rankings to an index of 100, and averaged the index "scores" to create a composite or average. This process eliminated the vast differences between the 4 reports and, we believe, eliminated potential biases of the respective reports. As some brands appeared on some reports but not others, we compiled a list of over 200 brands. This larger list allowed us to remove outliers that had only appeared on a single list, or brands that failed to affect a global spectrum. >>The Report The results of this analysis are presented here, as the inaugural 2013 Definitive Global Brand Ranking Report . The report starts with some of the factors that effect brand valuation, along with a detailed listing of the Top 10 Global Brands in 2013, followed by the next ninety. Next, we break out the Top 10 Business-to-Business Brands of 2013 with some detail, a first of its kind perspective that we feel is important. www.ideasbig.com 2013 ›› Definitive Global Brand Ranking Report 2
  4. 4. >>What Factors Make a Strong Brand? Again, each brand ranking system included very different criteria for brand valuation. The factors that each took into consideration were incredibly diverse. We believe that each ranking had positives and negatives. Still, following are some of the most important criteria for each brand’s success. Financial Performance >> What some may argue to be the most important factor in brand rankings, financial performance and investment return, is the first criteria for inclusion. Financial success is based on revenue, profit, brand equity or goodwill, growth, and financial outlook. The importance of a brand in creating financial results for a company is its lifeblood. Brand Loyalty >> The next most important measure of a brand’s strength is its loyalty, both external and internal. Deep loyalty is a safeguard from competitors, with brand evangelists supporting brand success without cost. This helps to put into perspective the long term valuation and ability to reach consumers or customers in the future. Internal loyalty includes employees and other stakeholders, who can act as brand ambassadors. Clarity >> Is the image and perception of the brand easy to understand? What does the brand stand for and what are the brand’s values? Is the brand authentic and not fake? Is the brand open and honest in its communications? Responsiveness >> Brands must quickly adapt to market, technological, political, or legal changes. Strong brands either rise to the challenge from external factors or fall behind. Differentiation >> Strong brands are unique and different than other brands in its category. Strong brands command a price premium because of perceived differences. Relevance >> Does the brand remain at the top of the consumer’s mind? Even if the brand was established long ago, does it retain its strength over time? Is the brand considered contemporary? A leader in its category? www.ideasbig.com 2013 ›› Definitive Global Brand Ranking Report 3
  5. 5. Top 10 >>1. Apple www.apple.com The definitive winner on every list by a long margin, Apple, has mastered the art of differentiation from competition. A combination of internal and external successes, Mac sales have increased on average 15% each year. In addition to this, in 2012, Apple spent time as the “Most Valuable Company of All Time”. Continuing a trend that focuses on the original slogan “Think Different”, Apple continues to innovate, creating value for consumers and investors as the Most Valuable Brand of 2013. Interbrand 1 Brandirectory 1 Millward Brown 1 FORBES 1 Brand Index 0.9982 >>2. Google www.google.com Another strong performer across each rating site, Google, has been successful at maintaining customer interaction and coming out with increased technological success. Between search, Android Development, Google Maps, and many others, Google has been the go-to brand name for years. Additionally for Google, the company controls over one-third of net online spending and is poised for additional growth over the course of the foreseeable future. www.ideasbig.com Interbrand 2 Brandirectory 3 Millward Brown 2 FORBES 5 Brand Index 0.9661 2013 ›› Definitive Global Brand Ranking Report 4
  6. 6. >>3. IBM www.ibm.com With record earnings per share and cash flow even in the face of decreased revenues, IBM is the company to look for regarding innovation. Securing nearly 6,500 patents in 2012, the company knows about product development and protecting their property. Even more aggressively, the company is able to remain competitive even in emerging markets while opening 144 offices for B2B sales in 2012. Combining Big Data and innovation, IBM remains a force to be reckoned with and will continue the growth and development of the company name for many years. Interbrand 4 Brandirectory 6 Millward Brown 3 FORBES 4 Brand Index 0.9549 >>4. Microsoft www.microsoft.com As the brand streamlines, announcing the ”One Microsoft” campaign, this company has been able to define itself in a market across many platforms within the technology sector. The competitive advantage behind Microsoft’s capabilities is that it maintains demand for both its Windows and Office platforms, generating a need and unparalleled user experience. Interbrand 5 Brandirectory 4 Millward Brown 7 FORBES 2 Brand Index 0.9465 >>5. Coca-Cola www.coca-cola.com Although ousted from the top spot on multiple valuations, Coca-Cola has remained one of the most recognizable brands for over a hundred years. As it follows its vision for 2020, the brand remains focused on creativity, innovation, and growth. As the brand remains accessible to nearly every person of every background, it had reached over 200 markets with its “Open Happiness” campaign. Coca-Cola remains a brand to look to for inspiration and innovation. Interbrand 3 Brandirectory 9 Millward Brown 5 FORBES Brand Index 3 0.9463 >>6. General Electric (GE) www.ge.com With the growth of Big Data comes the increase of GE’s competitiveness. Through Enterprise software, analytics, and efficient R&D, the company continues to be a force in the data and enterprise businesses. Combining “Big Iron with Big Data”, GE has successfully streamlined its processes and grown its impact on the world at large. www.ideasbig.com Interbrand 6 Brandirectory 7 Millward Brown FORBES Brand Index 11 7 0.9150 2013 ›› Definitive Global Brand Ranking Report 5
  7. 7. >>7. McDonald's www.mcdonalds.com With successful entry and growth into Asian markets, McDonald’s has been able to succeed within the restaurant market and is the only restaurant on the top 10 list. Increasing its competitiveness by offering premium items to the local markets, McDonald’s has been able to fit into many different markets through diversification and placement. In this diversification, the company has been able to remain at the top of its game, competing even with premium coffee offerings using its McCafe line. Interbrand Brandirectory 7 25 Millward Brown 4 FORBES 6 Brand Index 0.9095 >>8. AT&T www.att.com Although not recognized by Interbrand, AT&T as a holding company and conglomerate ranks highly on each of the other lists due to its ability to reach consumers and control markets. Even since the Bells, AT&T has held strong brand value and loyalty through offerings from cell phones to internet on the consumer side; and business services, data organization, and infrastructure on the business and government side. >>9. Walmart www.walmart.com Again not labeled as a global competitor due to different global brand names, Walmart tops the sales categories of any brands through its diverse offering. The brand itself is easily recognized, and the span of the supply chain is enough to list it atop many global brand lists. Interbrand Brandirectory Millward Brown FORBES Brand Index Interbrand Brandirectory N/A 11 6 15 0. 8808 N/A 5 Millward Brown 18 FORBES 18 Brand Index 0. 8710 >>10. China Mobile www.chinamobileltd.com Any company that can control the telecom industry in the most populous nation of the world is recognizable as one of the top brands. With diverse offerings in its home base, China Mobile remains a strong competitor and rounds off the top 10 list. www.ideasbig.com Interbrand N/A Brandirectory 20 Millward Brown 10 FORBES Brand Index N/A 0. 8649 2013 ›› Definitive Global Brand Ranking Report 6
  8. 8. Rank Company Interbrand Brandirectory Brand Index: Millward Brown FORBES 11 Vodafone N/A 13 17 N/A 0.8605 12 Samsung Group 8 2 30 9 0.8523 13 Toyota 10 15 23 14 0.8404 14 Verizon N/A 10 12 22 0.8399 15 BMW 12 21 24 11 0.8399 16 ICBC N/A 31 16 N/A 0.8114 17 Amazon.com 19 8 14 33 0.7988 18 Walt Disney 14 27 26 17 0.7988 19 Mercedes-Benz 11 28 43 16 0.7897 20 Intel 9 26 61 8 0.7403 21 China Construction Bank N/A 46 22 N/A 0.7390 22 Marlboro N/A 57 8 29 0.7375 23 American Express 23 35 28 26 0.7272 24 Wells Fargo N/A 14 13 56 0.7176 25 HSBC 32 22 25 32 0.7151 26 Oracle 18 55 36 13 0.7127 27 Nike 24 60 N/A 24 0.7111 28 UPS 27 49 15 47 0.6889 29 SAP 25 88 19 21 0.6883 30 Louis Vuitton 17 214 29 10 0.6400 31 Ford 42 34 N/A 44 0.6329 32 Cisco 13 58 77 12 0.6307 33 HP 15 54 54 31 0.6220 34 The Home Depot N/A 18 41 48 0.6217 35 Honda 20 53 71 20 0.6191 36 Pepsi 22 36 75 25 0.6087 37 T-Mobile N/A 79 27 N/A 0.6084 38 Agricultural Bank of China N/A 56 37 N/A 0.5951 39 Nestle 56 40 N/A 39 0.5907 40 Gillette 16 121 45 23 0.5868 41 Budweiser 31 134 34 19 0.5855 42 Loreal 39 N/A 42 28 0.5824 43 Pampers 29 N/A 32 51 0.5770 44 Citi 48 24 64 N/A 0.5527 45 IKEA 26 50 74 41 0.5450 46 Tesco N/A 41 55 N/A 0.5402 47 Siemens 45 33 72 35 0.5325 48 Hyundai 43 30 N/A 81 0.5221 49 H&M 21 104 69 30 0.5193 50 Visa 74 132 9 34 0.5176 www.ideasbig.com 2013 ›› Definitive Global Brand Ranking Report 7
  9. 9. Rank Company Interbrand Brandirectory Millward Brown FORBES 51 Nescafe 37 229 N/A 52 Kelloggs 30 100 N/A 53 Orange N/A 52 60 54 RBC N/A 90 38 55 eBay 28 86 47 56 Toshiba N/A 61 56 57 Zara 36 155 35 58 Volkswagen 34 17 100 59 Facebook 52 198 31 60 Shell 73 12 49 61 Bank of China N/A 64 58 62 ExxonMobil N/A 38 39 63 Canon 35 128 N/A 64 Danone 49 136 N/A 65 JP Morgan 33 65 93 66 Accenture 41 109 53 67 Target N/A 44 76 68 Sinopec N/A 67 67 69 TD N/A 89 46 70 SberBank N/A 63 70 71 PetroChina N/A 71 65 72 Audi 51 204 N/A 73 Philips 40 126 N/A 74 Thomson Reuters 47 212 N/A 75 Caterpillar 58 103 N/A 76 Chevron N/A 43 97 77 Movistar N/A 84 66 78 Gucci 38 168 68 79 Hermes 54 252 40 80 3M 76 83 N/A 81 Sony 46 98 N/A 82 Allianz 63 75 N/A 83 Chase N/A 19 81 84 Panasonic 68 99 N/A 85 AXA 59 59 N/A 86 Goldman Sachs 44 137 N/A 87 Nissan 65 42 86 88 Adidas 55 187 N/A 89 China Life N/A 107 57 90 Colgate 50 240 50 91 BP N/A 80 78 92 MasterCard 97 206 20 93 Morgan Stanley 71 133 N/A 94 Baidu N/A 374 33 95 Porsche 64 N/A N/A 96 Commonwealth of Australia N/A 213 48 97 ANZ N/A 184 52 98 US Bank N/A 164 63 99 FedEx N/A 87 62 100 Cartier 60 256 N/A www.ideasbig.com 27 58 N/A N/A 59 N/A 52 62 36 66 N/A 82 57 42 54 49 N/A N/A N/A N/A N/A 43 71 50 60 N/A N/A N/A 53 N/A 80 77 87 N/A 97 79 78 61 N/A 64 N/A 67 N/A N/A 95 N/A N/A N/A 91 N/A Brand Index: 0.5044 0.5005 0.4996 0.4928 0.4923 0.4815 0.4806 0.4791 0.4738 0.4710 0.4670 0.4652 0.4630 0.4603 0.4489 0.4479 0.4465 0.4430 0.4418 0.4367 0.4354 0.4213 0.4085 0.4051 0.3973 0.3931 0.3922 0.3920 0.3901 0.3842 0.3835 0.3821 0.3749 0.3731 0.3662 0.3600 0.3578 0.3560 0.3545 0.3433 0.3396 0.3318 0.3183 0.3163 0.3122 0.3092 0.3067 0.2994 0.2901 0.2852 2013 ›› Definitive Global Brand Ranking Report 8
  10. 10. >>Other Notable Brands These Brands were not included on the top 100 list, but are to be recognized as being competitive, or appearing only on one list. Brands Appearing on One List: NTT Group, Bank of America, Mitsubishi, BNP Parabas, Tata, Mitsui, PwC, GDF Suez, Hitachi, AXA, Deutsche Bank, Bradesco, Sinopec, Barclays, Total, CVS, Deloitte, ING, Comcast, Sam's Club, Itau, Walgreens, Olay, MUFG, KPMG, Generali, Ernst and Young, China Telecom, Banco de Brasil, SoftBank, CreditSuisse, Lowe's, Porsche, Discovery, Duracell, Jack Daniels, Kleenex, Pizza Hut, Smirnoff, Moet & Chandon, Tencent, NTT Docomo, Aldi, Moutai Brands Receiving Top 100 Positioning: Santander (0.2849), Starbucks (0.2772), Dell (0.2682), Woolworth’s (0.2543), Heinz (0.2536), Nokia (0.2454), Xerox (0.2383), BT (0.2261), Sprite (0.2232), Scotiabank (0.2220), Subway (0.2197), Stanard Chartered (0.2168), KIA Motors (0.2093), DHL (0.2091), Ping An (0.2059), Chevrolet (0.2020), Prada (0.1985), Nintendo (0.1820), Johnnie Walker (0.1774), Red Bull (0.1757), Avon (0.1751), MTN (0.1744), KFC (0.1725), Heineken (0.1604), Icici Bank (0.1543), John Deere (0.1537), Tiffany and Co. (0.1534), Adobe (0.1362), MTV (0.1343), Corona (0.1338) www.ideasbig.com 2013 ›› Definitive Global Brand Ranking Report 9
  11. 11. Top 10 business-to-business brands >>1. Google www.google.com As a company that makes a fair portion of its revenue and profit from business sales and advertising sales; Google is one of the companies that can fit (and succeed) in either business-to-business or business-to-consumer markets. However, for the sake of consideration; Google, as the number one online advertising space that demands the top advertising budget, has taken the top spot in the B2B field. Interbrand 2 Brandirectory 3 Millward Brown 2 FORBES 5 Brand Index 0.9661 As the market for both mobile and digital advertising increases, Google will increase its impact on companies. Furthermore, the impact that Google gives businesses will continue to increase; offering products and services to new markets, and continuing to take market share from competition such as Yahoo. >>2. IBM www.ibm.com The definitive business-to-business brand for over 100 years, IBM continues its innovative and expansive history. The company broke a benchmarking goal by securing nearly 6,500 patents, and will continue to innovate as companies move into the digital world. Interbrand 4 Brandirectory 6 Millward Brown 3 FORBES 4 Brand Index 0.9549 Continuing success in the IT consulting world and offering insight in environmental, government, and banking worlds; IBM is a household name even as a B2B brand and will continue to do so. www.ideasbig.com 2013 ›› Definitive Global Brand Ranking Report 10
  12. 12. >>4. General Electric (GE) www.ge.com Not only one of the largest companies in the world, GE has success in many markets. From technology to financial services, GE has contracts with many different businesses that bring it success in many different B2B sectors. This conglomerate serves over 100 countries and brings products and services to businesses and consumers of all sizes. Interbrand Brandirectory Millward Brown FORBES Brand Index 6 7 11 7 0.9150 >>4. Intel www.intel.com Manufacturing products for Original Equipment Manufacturers (OEMs) and Original Design Manufacturers (ODMs), Intel provides integrated digital technology platforms that can be used in a variety of applications from Personal Computers to Data Centers. Although losing ground in the branding world in 2013, Intel will still make for a main competitor in the technology sector for years to come. Interbrand 9 Brandirectory 26 Millward Brown 61 FORBES Brand Index 8 0.7403 >>5. Oracle www.oracle.com One of the go-to companies for enterprise software and computer hardware, Oracle has successfully supported the B2B world with many products and services that can be used in many applications. It competes primarily through three companies broken into segments: Software (New Software Licenses/ Software License Updates and Product Support), Hardware Systems (hardware systems products and hardware systems support), and Services. Oracle offers consulting services, cloud services, and education services to a variety of markets. Labeled as an icon of technology by Forbes, Oracle will continue to grow, maintaining successes by making smart purchases (Taleo, Responsys, Eloqua, and RightNow) and competing for cloud marketing space with the likes of Salesforce and Adobe. www.ideasbig.com Interbrand 18 Brandirectory 55 Millward Brown 36 FORBES 13 Brand Index 0.7126 2013 ›› Definitive Global Brand Ranking Report 11
  13. 13. >>6. UPS www.ups.com Specializing in the logistical offering to businesses and consumers, UPS has brought success in Less-Than Truckload (LTL) offerings. Through proper planning and growth, UPS delivers over 4 billion packages per year; and knows how to best bring solutions in both domestic and international markets. Interbrand 27 Brandirectory 49 Millward Brown 15 FORBES 47 Brand Index 0.6889 >>7. SAP www.sap.com Focused on fitting the vast and varying needs of its consumer base, SAP has been successful at offering software solutions at the enterprise level. It competes in markets from all-encompassing business applications to specific industry technologies. SAP AG is able to meet the needs of its consumers and provide growth internationally. Interbrand 25 Brandirectory 88 Millward Brown 19 FORBES 21 Brand Index 0.6883 >>8. Cisco www.cisco.com A Communications giant, whether consumers know or not, Cisco has grown as one of the largest providers of networking and communications products and services that connect the world. Cisco has designed its business model around improving how people communicate, collaborate, and connect. Throughout 2013, the company has made smart investments and acquisitions of necessary communications technology companies; taking on Cariden Technologies, Intucell, and BroadHop. www.ideasbig.com Interbrand 13 Brandirectory 58 Millward Brown 77 FORBES 12 Brand Index 0.6307 2013 ›› Definitive Global Brand Ranking Report 12
  14. 14. >>9. Siemens www.siemens.com Another German Technology Conglomerate that brings success in multiple solutions offerings; Siemens offers solutions to clients in Industry, Energy, Healthcare, Equity Investments, IT solutions/services, and Financial services. Successful planning allows Siemens competitiveness in 14 divisions: Industry Automation, Drive Technologies, Building Technologies, OSRAM, Industry Solutions and Mobility, belonging to the Industry Sector, the Divisions, Fossil Power Generation, Renewable Energy, Oil and Gas, Power Transmission and Power Distribution, Imaging and Information Technology (IT), and Workflow and Solutions and Diagnostics. Again bringing success by acquiring companies and patents, Siemens has brought innovation for over 150 years. Interbrand 45 Brandirectory 33 Millward Brown 72 FORBES Brand Index 35 0.5325 >>10. J.P. Morgan www.jpmorgan.com Focusing on the asset management and investment offerings to the business spectrum, JP Morgan (part of JP Morgan Chase) is one of the strongest banks; providing services to industries including government, healthcare, and real estate. Interbrand 33 Brandirectory 65 Millward Brown 93 FORBES 54 Brand Index 0.4489 >>Other Top B2B Brands Accenture (0.44789), TD (0.44179), Sberbank (0.44301), Philips (0.40851), Thomson Reuters (0.40511), 3M (0.38420), Allianz (0.38208), AXA (0.36619), Goldman Sachs (0.3600), Morgan Stanley (0.31830), ANZ (0.30668), FedEx (0.29014). www.ideasbig.com 2013 ›› Definitive Global Brand Ranking Report 13
  15. 15. >>Conclusion Thank you for reading the 2013 Definitive Global Brand Ranking Report, a new and unbiased perspective on the world's top brands. The need for such a simple compilation is evident with such differences across the leading reports: Forbes, Interbrand, Millward Brown BrandZ, and Brandirectory. To prove the impartiality of this report, consider the wide span of valuations for Samsung. The brand ranked number 2 in the Brandirectory, but number 30 by Millward Brown (Samsung ranked 8 by Interbrand, and 9 by Forbes). Our composite index ranks Samsung 12 overall, reinforcing the pure fairness of our approach. The year 2013 marked when Apple displaced Coca-Cola as the top ranked global brand on Interbrand. This noteworthy change was overdue, as Coca-Cola had hit a low of #16 on Brandirectory in 2011, but has since recovered. Coca-Cola is now moving up on each list, and a much more level playing field is developing. This 2013 Definitive Global Brand Ranking Report also separated the top businessto-business brands from the overall ranking, a perspective important to the legions of marketers that do not work in consumer or retail categories, and unique to this report. What does 2014 bring for global brand rankings? No doubt it will be interesting to watch the changes of the top brands. We look forward to publishing the 2014 Definitive Global Brand Ranking Report, and to your comments and suggestions. About IDeas BIG IDeas BIG (brand identity group) is a Chicago (Naperville) based branding consultancy that specializes in logos, visual identities, and brand name development for global corporations and start-ups. IDeas BIG has been recognized with over 50 national awards for creative excellence and marketing effectiveness. For more information, contact IDeas BIG at 630.868.5061 or visit www.IDeasBIG.com. www.ideasbig.com 2013 ›› Definitive Global Brand Ranking Report 14

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