BEST                                             Defining “Brand”                                                 –GLOBAL ...
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w O R L D C H A N G i N G                                                          B R A N D S                            ...
roll out the bottles rapidly, as well as see them readily accepted in all        Freestyle is just the first phase of what...
will adapt, the programs in each location will also be different, with                                                    ...
D i F F E R E N C E                               i S                                                                     ...
C O L L A B O R A T E                                                                                                    O...
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Best Global Brands 2011.Sflb.Ashx
Best Global Brands 2011.Sflb.Ashx
Best Global Brands 2011.Sflb.Ashx
Best Global Brands 2011.Sflb.Ashx
Best Global Brands 2011.Sflb.Ashx
Best Global Brands 2011.Sflb.Ashx
Best Global Brands 2011.Sflb.Ashx
Best Global Brands 2011.Sflb.Ashx
Best Global Brands 2011.Sflb.Ashx
Best Global Brands 2011.Sflb.Ashx
Best Global Brands 2011.Sflb.Ashx
Best Global Brands 2011.Sflb.Ashx
Best Global Brands 2011.Sflb.Ashx
Best Global Brands 2011.Sflb.Ashx
Best Global Brands 2011.Sflb.Ashx
Best Global Brands 2011.Sflb.Ashx
Best Global Brands 2011.Sflb.Ashx
Best Global Brands 2011.Sflb.Ashx
Best Global Brands 2011.Sflb.Ashx
Best Global Brands 2011.Sflb.Ashx
Best Global Brands 2011.Sflb.Ashx
Best Global Brands 2011.Sflb.Ashx
Best Global Brands 2011.Sflb.Ashx
Best Global Brands 2011.Sflb.Ashx
Best Global Brands 2011.Sflb.Ashx
Best Global Brands 2011.Sflb.Ashx
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Best Global Brands 2011.Sflb.Ashx

  1. 1. BEST Defining “Brand” –GLOBAL World Changing Brands –BRANDS Top Trends –2011 The 100 Most Valuable Brands – Brand Sector Overviews – Brand Strength 1 Best GloBal Brands 2011 by Interbrand www.BestGlobalBrands.com
  2. 2. T A B L E O F C O N T E N T S BEST GLOBAL BRANDS 201102-03 16-43Defining "BranD" BeST gLOBaL BranDS 2011living up to the true definition of brand isn’t rankings and brand profiles for the top 100 Brands of 2011.easy, but it is possible.04-09WOrLD CHangingBranDSMeet the four brands that made their boldestideas a reality in 2011. 44-65 66-67 SeCTOr CriTeria anD OVerVieWS MeTHODOLOgY Industry insights from our experts. We look at the ongoing investment and management of brands as business assets.10-15 68-69 BranD STrengTH our 10 Brand strength Components. 70TOP TrenDS aBOUTOf 2011 inTerBranDrebels, partners, and human-like machines. Contributors and contact information.How brands stayed ahead in 2011. 1 Best GloBal Brands 2011 by Interbrand
  3. 3. D E F i N i N G " B R A N D " By JEz FRAmpTON Brand: n. a living business asset We are living in uncertain times; the economy remains in flux, from brands, and as such, brand owners must become more sensitive civilians are taking to the streets in protest and seeking political to their needs and desires to ultimately evolve the brand experience change, natural disasters abound. all in all, it seems as though the across the whole organization. these trends demand significant tough times aren’t over yet. change in management structures and decision making for large, traditional, organizations, of which there are many in our top 100. For brands, the ups and downs of today’s world make an already competitive marketplace all the more complex. Brands increasingly to ensure the brand is truly a business asset, and to increase barriers need to be quick and nimble—flexing to stay one step ahead of the to competition, organizations need to truly live their brand values change happening all around them. and it isn’t just about speed, internally. removing silo structures, so that multi-functional it’s about consistency and accuracy in response to the social media teams can work together seamlessly to drive creative thought and connected and hyper-aware marketplace: every employee must be innovation, is a frequent subject of conversation in many large able to predict and respond in-line with the customer expectations corporations. the time for discussion is swiftly coming to an end and desires of the brand. as we truly enter the age of the socially networked world. In order to succeed, we believe Ceos, CMos, and Brand Managers the top 100 Best Global Brands show us what is possible. these strong must manage their brands as living business assets, constantly and highly innovative brands have responded to the needs of their nurturing them in order to keep pace in a rapidly changing world. people, their consumers, and the world beyond their corporate Your customers interpret your brand as a result of every interaction; doors. In times like these, it’s an admirable achievement worth from culture to product, from environment to communications. celebrating and emulating. In short, everyone in your organization is a brand manager now! Congratulations to the top 100 from all of us at Interbrand. the business leaders who manage the top 100 Best Global Brands understand that what consumers want in Hong Kong may be very different from what they desire in rajasthan. they also recognize that Jez Frampton it is about more than simple market expansion! But, savvier, and more Global Chief executive discerning customers are demanding greater degrees of engagement Interbrand 2 3Best GloBal Brands 2011 by Interbrand Best GloBal Brands 2011 by Interbrand
  4. 4. w O R L D C H A N G i N G B R A N D S AppLE, COCA-COLA, Bmw, AND pANASONiCeach year as we value the world’s top 100 brands, afew emerge as clear standouts. Brands that have usedcreativity and innovation to enable us to do things wenever thought possible, and cause us to feel a spark ofexcitement and joy. These brands have, very literally,changed the world. AppLE’S NEw HEADquARTERS: Pavillion, to the Boston Museum of Fine arts, to the world’s first A LiviNG, BREATHiNG OFFiCE SpACE private spaceport. the collaboration ensures the new headquarters will not only be a landmark space, but also one more touchpoint to“It is a little like a spaceship landed…” communicate the brand and redefine our ideas of what an office– Steve Jobs headquarters can and should be.First you are taken by the striking image: a circular, alien-like COCA-COLA’S pLANTBOTTLE™:mothership. an office building re-imagined—a headquarters REvOLuTiONARy AND EvOLuTiONARyto match the streamlined beauty of apple’s products. “Coke stepped back and saw that everyone was looking for the out-of-set in Cupertino, the new norman Foster-designed apple the-box solution. We joke about looking inside the bottle…Instead ofheadquarters is slated for completion by 2015. It will house saying, what is wrong with the current PET plastic packaging, we said,12,000 employees in a space aiming for visual inspiration and what is right?”environmental sustainability. – Scott Vitters, Sustainable Packaging Director, Coca-ColaIndeed, with the help of a senior arborist from stanford, apple Perhaps unsurprisingly for the number one most valuable brand,will be transforming 80 percent of the barren asphalt space into Coca-Cola demonstrated that it was a world-changer with nota landscape alive with native plant life and apricot orchards. even just one but two innovations this year: its PlantBottle™ andmore, apple’s campus energy center will act as the facility’s primary Coca-Cola Freestyle®.power generator, using natural gas and other clean energy sources.the city of Cupertino will only provide backup power when needed. the PlantBottle™ has been 10 years in the making—an effort to de-couple plastics from petrochemicals that was made a realitythe structure, while reminiscent of apple’s beloved retail spaces in at a moment when the world was ready to embrace a moreits clean and iconic design, takes them to an entirely new level. the environmentally sustainable packaging solution. the bottlebuilding has been designed with every detail in mind. It is scaled low– packaging, which is comprised 30 percent of plant materials,not more than four stories. as steve Jobs noted in his presentation to first rolled out in 2009. In 2011, it can be found in nine differentthe Cupertino City Council, “We want the whole place human scale,” countries, with 12 more in the works, and a 2020 goal to useunderscoring apple’s desire to infuse its high-tech products and PlantBottle™ in 100 percent of its markets.facilities with accessibility and a human touch. Beyond saving Coca-Cola and the world the equivalent of almostWhile the groundbreaking space is likely to lure top talent to work 30,000 metric tons of carbon dioxide, perhaps the most revolutionarythere, it should also draw avid architecture enthusiasts eager to take aspect of PlantBottle™ is that it is, as scott Vitters notes “evolutionary.”a tour. Much of this has to do with the collaboration at hand here. By Unlike other new plastics, PlantBottle™ can be recycled the same wayworking with the largest architecture practice in the world, norman standard plastic bottles are recycled, thus eliminating the need for aFoster, apple will be joining good company—from abu dhabi’s Uae new recycling infrastructure. as a result, Coca-Cola has been able to 4 Apple Headquarters rendering Best GloBal Brands 2011 by Interbrand (Credit: Foster & Partners, apple Inc.)
  5. 5. roll out the bottles rapidly, as well as see them readily accepted in all Freestyle is just the first phase of what Coca-Cola hopes will be markets. so far, its growth has been awe-inspiring. a future of more customizable and social products. In the future, Coca-Cola hopes that customers will be able to use Freestyles app In the few years that PlantBottle™ has been available, its purpose to customize and mix their own recipes on their phones or to find has also shifted gears, revealing the potential that exists in which products are most popular among a customers circle of friends. environmentally sustainable initiatives. While the program started out as an initiative on how to advance Coca-Cola’s environmental Bmw GuGGENHEim LAB: performance, it has since evolved into one that is now also focused CHANGiNG THE wORLD ONE CiTy AT A TimE on how to continue to drive cost-competitiveness to the businessApple Headquarters rendering at a time when commodities are becoming increasingly volatile. “Here is a car company working to transform itself into a mobility(Credit: Foster & Partners, apple Inc.) additionally, Heinz’s recent move to license the PlantBottle™ and company and they’ve shared some of those challenges with us. I’d say use it for its iconic ketchup bottle—which promotes the visibility this a very brave endeavor of BMWs. They make most of their money of PlantBottle™, while also helping Heinz meet its own separate selling cars and motorcycles, and yet, they have funded an initiative environmental goals—even suggests that PlantBottle™ has an whose advisors include Enrique Peñalosa ex-mayor of Bogotá, also opportunity to become a profit-center for Coca-Cola in the future. known as the ‘War on Cars Mayor.’” overall, PlantBottle™ has not just radically changed the way plastic – Charles Montgomery, BMW Guggenheim Lab member can be produced, but it is beginning to radically change the way businesses view their sustainability initiatives. as great things often do, the BMW Guggenheim lab, a mobile laboratory, started from a conversation. two years ago, BMW COCA-COLA FREESTyLE®: approached the Guggenheim with a vague but ambitious project REiNvENTiNG THE SODA FOuNTAiN idea—a joint project that will be global and focused on cities. Knowing nothing more than that, curators david van der leer "Whats really exciting about Freestyle is that it is a completely new brand and Maria nicanor set aside time to write a dream proposal that experience. A way for consumers to engage with our portfolio. The whole they assumed would never come to life. Much to their surprise it The Bmw Guggenheim Lab in New york (Credit: Guggenheim) world is going to a digital and social age and Freestyle gives us a vehicle to did. the BMW Guggenheim lab’s “Confronting Comfort” is currently make us relevant in that space." on display for all to see in new York’s east Village through october 16, – Gene Farrell, Coca-Cola Freestyle® Vice-President and Manager 2011. In 2012, the lab will move to Berlin, with a series of additional cities to follow, including Mumbai. as great Coca-Cola’s Freestyle® soda fountain unit is another world-changing initiative from the brand. a complete reinvention of the old standby, the idea behind the lab is to find out what happens when five things often this soda dispenser is sleek, fast, easy-to-use, more environmentally people—ranging from urbanists and scientists to journalists— sustainable, and more data-rich for the retailers behind it. It has come together to create discussions and experiments around city do, the BMW literally changed its product category. spaces. Urban dwellers are also invited to join with the hope that it will lead to new ideas and better designs for future cities. Just some of guggenheim Using a micro-dosing technology that is more frequently seen in the the interactive projects so far, include author Charles Montgomery’s medical community to measure precise dosages of drugs, the machine “emotional Map” experiment and a group interactive game called Lab, a mobile custom creates up to 100 Coca-Cola beverages on the spot by blending “Urbanology” created by elma van Boxel and Kristian Koreman of the concentrated ingredients with water and sweetener. afterwards, architecture firm ZUs. laboratory, it dispenses the sodas via a special technology called PUrePoUr. Beyond just the people involved, a great deal of thought has been started from a In terms of design, the digital interface was designed to be as intuitive put into the physical space, which also reflects the nature of the as possible. additionally, Coca-Cola commissioned the designers project. all have been designed with accessibility in mind—part open- conversation. behind Ferrari racecars to design the soda fountain. the result is a air forum, part community center. the two story-structure is made of sleek and clean device that has received unanimous praise by the black carbon fiber, the same material used to make tennis rackets, and design community, generating enormous buzz. can comfortably seat 300. everything, from bleachers, tables, chairs, to carbon-fiber rain gutters were designed to fold up for easy travel. Perhaps the most world changing of all, however, is the data-rich component to the Freestyle. Coca-Cola is using the machines to each lab location was selected to reflect the tensions of the specific collect information regarding what products are purchased, how city. For example, in new York, the lab sits between two tenement frequently, from which locations, and at what time. all data from the buildings in a neighborhood at the crux of gentrification. In Berlin, machines funnels immediately back to Coca-Cola’s base in atlanta it will reside on the Pfefferberg site, an old, industrial brewery that for a more accurate understanding of what consumers want. is typical of the city’s landscape. and just as each of the city spacesCoca-Cola Freestyle®(Credit: Coca-Cola) 6 7 Best GloBal Brands 2011 by Interbrand Best GloBal Brands 2011 by Interbrand
  6. 6. will adapt, the programs in each location will also be different, with a new lab team in each area working with local institutions. Whereas new York focuses on underlying physical systems that feed cities, the lab in Mumbai will focus on access issues. overall, BMW’s move to partner with the Guggenheim on this creative thought experiment demonstrates the brand’s boldness and willingness to embrace its inevitable future. By investing in this world-changing endeavor, it is likely to discover findings that will help it move forward—and positively impact the cities of the world in the process. FuJiSAwA SuSTAiNABLE SmART TOwN: LEADiNG THE GREEN REvOLuTiON “Fujisawa Sustainable Smart Town” rendering (Credit: Panasonic) “Panasonic is aiming to become a brand that leads the green revolution.” - Takumi Kajisha Managing Executive Officer, Panasonic the Great east Japan earthquake, which devastated the country this wORLD CHANGiNG BRANDS year, prompted the world to rethink their energy infrastructures. nowhere has this had more weight than in Japan itself. still reeling the four world changing brands here are all taking risks, channeling from the disaster, the need for safe and secure energy infrastructures human truths, embracing big ideas, and in many cases, tapping are a priority for the country’s dense population. resources outside of their own. Ultimately, they are proving that brands with bold and inspiring visions have an enormous opportunity one brand that is spearheading efforts in this area, and looking to to reshape reality. they are living, breathing brands—and they have improve specifically in its native country, is Panasonic. In May 2011, changed the world. Panasonic announced that it would be working with eight additional partners (accenture, Mitsui & Co., Mitsui Fudosan Co., nihon sekkei, orix Corporation, PanaHome Corporation, sumitomo trust & Banking Overall BMWs move Co., and tokyo Gas Co.) to implement a world-changing concept called “Fujisawa sustainable smart town.” Panasonics role in the eco-city is pivotal. It is developing solar to partner with the guggenheim on this panels that are integrated with the landscape, basic specifications for homes with space for installing storage battery equipment to creative thought promote electric vehicles, smart home appliances, led lighting, and a Panasonic collaboration control system called seG to enable optimal experiment demonstrates energy management. additionally, Panasonic will be developing economical eco-car and electric bicycle sharing programs for suburban the brands boldness and style household use that will contribute to reducing the towns carbon footprint. and Fujisawa is just the beginning. Panasonic has a number willingness to embrace its of additional eco-cities and smart city projects in the works, including one currently under way in singapore, proving that its goal to becomeThe Bmw Guggenheim Lab in New york inevitable future.(Credit: Guggenheim) the number one green innovation company in the electronics industry by 2018 may indeed become a reality. 8 9 Best GloBal Brands 2011 by Interbrand Best GloBal Brands 2011 by Interbrand
  7. 7. D i F F E R E N C E i S v i T A L the end of 2010, Gap has spent the past year GOOGLE AND pixAR: “Here’s to the crazy ones. wORkpLACE iNNOvATiON rethinking its strategy and positioning, with a new CMo, seth Farbman, at the helm. this The rebels. The trouble- It may be counter-intuitive for some to think year, it moved forward with a number of highly makers. The ones who that an internal endeavor could elevate a innovative experiments. First was its pop-up store on Fifth avenue in new York that was see things differently. brand’s presence externally, but for Google and Pixar, this has proved to be exactly curated by the popular blog “Cool Hunting.” While some may see the case. Google’s workplaces around the taking cues from young, edgy brands like opening Ceremony, the store infused the Gap them as the crazy ones, world—replete with a slide that shoots to the cafeteria serving gourmet food, local brand with a hefty dose of cool by offering we see genius. Because expressions in each location (murals in Buenos the latest in innovative design, artisan craftsmanship, and social and environmental the people who are crazy aires and ski gondolas in Zurich), bicycles and scooters for travel between meetings, consciousness. the small space was filled with enough to think they massage chairs, large inflatable balls, yurts products ranging from Grado headphones to the latest Jonathan adler pieces. even more can change the world, and huddle rooms—have been a successful way for the organization to drive home its recently it launched a campaign for its 1969 are the ones who do.” positioning as innovative, experimental, denim Collection. In addition to featuring a bird’s eye look at GaP’s innovative workspace and fun. similarly, Pixar’s Willy Wonka-esque – apple’s “think different” advertising and employees, it has rolled out a roaming headquarters,featuring secret panels and campaign, 1997 “Pico de Gap” gourmet taco truck with a menu work-sheds that resemble tiny houses, orchestrated by Top Chef contestant ryan garners “oohs and ahhs” in the media. Pixar scott. the food truck is set to launch in major and Google’s internal culture has been an The words of Apple’s 1997 “Think Different” cities across the U.s. in the fall. the creativity unexpected way for them to stand out from campaign seem, in many ways, prophetic is yielding a wealth of positive buzz. competitors. devotion to employees and as we head into 2012—and it is no attention to the workplace puts them in a coincidence that it also marked a pivotal position to hire the best talent for their fields, iBm: iT iS ALL ABOuT moment in the brand’s evolution to the setting both companies up for the delivery pOSiTiONiNG fastest rising Best Global Brand we see of a superior product. an innovative and today. indeed, bold and visionary thinking fun workplace also encourages employee While retail brands have the advantage of has never been more vital than right now. loyalty, reducing costs typically associated a direct consumer audience, it can be more with these aspects of business. overall, both challenging for a B2B brand to stand out today’s average consumer experiences a organizations internal culture have made from competitors and generate chatter. torrent of information coming at them at their brands the powerhouses that they and yet, IBM integrates its “smarter Planet” every moment. twitter, Facebook, Wikileaks, are—and allow us to be forgiving when they messaging into everything—and elicits awe Google+, Youtube–blink and you might miss blunder. for the incredible way it weaves the long-term something. In fact, the influx has become so positioning into the many spaces it works in, overwhelming that aggregators that filter GAp: FROm pOp -up TO be it consulting, software, cloud computing, the information for us (popUrls, Videosift, FOOD TRuCk or anything else. While what IBM actually the Hype Machine, just to name a few) “does” may not be as clear to consumers as have become businesses in their own right, after its embarrassing logo rebrand misstep at it is to its B2B core audience, there is still an growing and evolving to meet the needs of innate understanding of the brand and what those who use them. it stands for because of the spot-on nature of its messaging. Ultimately, for Brand Managers, all the noise means one thing: standing out from CHANGE THE wORLD competitors is becoming increasingly challenging, even as it is increasingly It is true that creating a unique and lasting important. Yet, despite the obstacles, some positioning in today’s brand landscape is brands are finding ways to do it–and they are no easy feat, but a number of brands are not just creating a short-term impact, but proving what’s possible if you think outside even more importantly making a relevant and the box. so start taking some risks–and start differentiated promise that they can sustain changing the world. for the long term. Googles office in zurich (Credit: Google) 10 11Best GloBal Brands 2011 by Interbrand Best GloBal Brands 2011 by Interbrand
  8. 8. C O L L A B O R A T E O R D i E from the partnership by saving on r&d, “none of us can know everything; while quickly moving closer to making its environmental sustainability goals a reality. each of us knows something; we also, by partnering with the world’s #1 brand, Heinz (#49) can gain from additional publicity can put the pieces together if we around the effort. pool our resources and combine the increasing importance of corporate citizenship and sustainability is making not- our skills.” for-profits need for additional resources more challenging than ever before. Many of these - Henry Jenkins, author of Convergence Culture brands are now feeling competition from strongly branded commercial companies moving into their space. take IBM, which Today’s more interconnected society has Windows Phone. additionally, Microsoft Bing now provides advisory services on climate given rise to a whole new unexpected would power nokia’s search services across change and Bt, with its Carbon assessment network: that of corporate brands. From nokia devices, while nokia Maps would service. as a result, many not-for-profit Ford’s use of Google’s prediction Api, to LG become a core part of Microsoft’s mapping brands are forming long-term relationships and prada’s exquisitely designed mobile applications. the list of opportunities is with top brands to stand out within the phone, Coca-Cola and Heinz’s plantBottle™ endless, improving both brands’ positions for market and secure future income. and for partnerships, Bmw and Guggenheim’s the future. leading brands, the partnership is a win as joint Lab, and HSBC’s collaboration well, improving their reputation and fostering with world wildlife Fund, it is now COCA-COLA AND HEiNz goodwill toward their efforts. commonplace to see brands teaming up together to harness their collective power. the partnership between Heinz and GuCCi AND uNiCEF while brand collaborations are not without Coca-Cola also benefits each brand. For risk—pick the wrong partner and see your Coca-Cola, licensing its new recyclable the five-year partnership between Gucci reputation suffer—in a tough economy, the plastic PlantBottle™, which is comprised of and UnICeF is a good example of how a opportunities appear to be outweighing 30 percent plant materials, reduces carbon collaboration of this kind can benefit both any potential negatives. impact by 12-19 percent, and ensures brands. since partnering with UnICeF in that its sustainability innovations make 2005, Gucci has committed over Us $9 million NOkiA AND miCROSOFT some money back. Coca-Cola, which spent to the organization and stands as the largest upwards of Us $150 million on the project, corporate donor to UnICeF’s “schools for In recent years, the technology and could potentially turn its PlantBottle™ into a africa” initiative. Gucci’s fundraising events telecommunications space have seen viable profit center, with talk of more brand and limited edition products for UnICeF a blurring of lines, which explains why collaborations in the future. additionally, have cast a positive, philanthropic light on a nokia and Microsoft are finding strength by helping Heinz attain its goal to reduce brand known more for its elite membership. in numbers by working together to create energy usage, greenhouse gas emissions, additionally, it also helped it secure high- products that give consumers what they water consumption, and solid waste disposal profile celebrity spokespeople like rihanna. want and need. through the partnership, by 2015, it gains positive recognition for its For UnICeF, the partnership has brought both parties gain, not just in terms of joint innovative bottle. and yet, Heinz also gains high-profile attention to its causes as well as marketing initiatives, but also in shared raised awareness among the greater public. knowledge. For example, nokia gains from its adoption of Windows Phone as its principle Just as we are creating connections on smartphone. similarly, Microsoft gains Facebook and twitter daily, brands are through nokias contribution to the hardware also expanding their networks. together design, language support, and leverage of the they are creating unexpected and fruitful relationships that enable them to evolve and maintain relevance. Coca-Cola plantBottle™ and Heinz plantBottle™ (Credit: Coca-Cola) 12 13Best GloBal Brands 2011 by Interbrand Best GloBal Brands 2011 by Interbrand
  9. 9. H u m A N i z i N G T E C H N O L O G y A SymBiOTiC RELATiONSHip when Time magazine splashed the THE HumAN TOuCH provocative headline “2045: The year man Becomes immortal” on its February “Every designer’s ambition is to make technology “We are entering 2011 cover, Ray kurzweil and his theory of the Singularity officially hit the disappear, so you use it but you don’t feel it’s there.” – Paola Antonelli, Senior Curator MoMA a new era. i call it mainstream. Suddenly, young and old were contemplating a not-so- a number of brands are creating technologies ‘the Singularity.’ far-off future, where bodies and brains are merged with machines. that fit so seamlessly with our lifestyles that they feel like extensions of ourselves. Cisco its a merger While the singularity may be an extreme (#13) has even made this its guiding principle with its tagline “the Human network.” But between human concept, the attention it has drawn and its trickle down to the mainstream says much perhaps an even more literal example is IBMs (#2) super-computer, Watson, which beat intelligence about our current landscape and the impact technology has on our daily lives. It is now a two top-ranking human competitors on the popular U.s. quiz show Jeopardy in February. and machine given that the always-available internet has transformed the way we communicate and not only did the artificial intelligence machine answer every question correctly, but intelligence consume information. Google, Facebook, apple, IBM, twitter, skype, spotify: on any even more importantly, it understood each question that was asked. that is going to given day, these are the brands the average consumer interacts with the most. our hands Paola antonelli may have been thinking of create something click their keyboard keys. our information is fed through their systems. We use their apple (#8), in particular, when she talked about the boundary between humans and bigger than infrastructures day in and day out. and as these brands continue to grow in value technology dissolving in an interview with Interbrand’s Chris Campbell earlier this itself.” and stature, reshaping our lives, it is only year. More than any other brand, apple has – ray Kurzweil inevitable that we are reshaping them succeeded in humanizing its technology in turn. through its sleek and tactile interfaces. In some cases, as with the iPad, its products India, where there are few despite a high are so intuitive that they are being used as population. additionally, sensors in the learning tools for the autistic. pacemaker can transmit signals through a mobile phone to a cloud computing and technology is being used in radical infrastructure for monitoring, allowing new ways beyond interfaces in spaces like doctors anywhere to access the data, healthcare. at the most basic and emotional improve diagnosis, and reduce the need for level, doctors are now using mobile phones procedures. Medtronic is also using the data to communicate with patients and diagnose for surveillance and improvements for future them in real-time, which fosters better and devices. this is just the beginning: a not-so- more effective doctor/patient relationships. distant future exists in which devices will Beyond that, organizations like Kaiser even be able to scan your body, pinpoint an Permanente are using technology to change ailment, and diagnose it on the spot. iBm watson the hospital experience. Meanwhile, medical (Credit: IBM) device brands like Medtronic are developing While ultimately the choice is yours whether products that make complex medical you embrace Kurzweil’s singularity or not, procedures far more approachable and the reality is that our relationship with manageable. technology has reached a point of no return. the boundaries between technology and For example, Medtronic created a low-cost, people have dissolved. Its a brave new world pill-sized pacemaker that can be inserted out there— and not exactly one we ever could into a stent and embedded in the heart. have predicted. Its helping to meet the demand for cardiac electro physiologists in countries like 14 15Best GloBal Brands 2011 by Interbrand Best GloBal Brands 2011 by Interbrand
  10. 10. 2 0 1 1 B R A N D v A L u E By REGiON / COuNTRy an 8,4 rm 2 Fi $m erl $m en G m e 6,950 th 8,322 ed ds 2 w d 31 $m a 5,07 nla an S m d ny 1 $ n $m K 1 e 25 N U ,6 a 23 d na $m $ c pa $m a Ca 39 an re ,9 $m 15 SA rl 10 e 21 Ko Fr 35 n o 4 ,0 ,4 75 60 ic U $m 29 7, ex 79 87 85 a $m n ,3 J M 5 i $m 4 ,1 a 92 Sp 3 $m ze 3, an 86 t 13 ,3 i 30 w w $m S i Ta T H E 1 0 0 m O S T 5 60 48 y 3, $m ,1 l 16 ta v A L u A B L E G L O B A L I B R A N D S 2 0 1 1 in 2011, technology brands continued their trend toward growth. nissan, John Deere, and HTC joined the list and top riser apple joined the Top 10. Coca-Cola continuesthe above map demonstrates the combined value for allbrands from a specific region/country. With 50 brands on to lead the pack with iBMthe top 100 list and a total brand value of Us $ 797,754million, north america dominates the ranking. Germany, coming in second.with 10 brands on the list and a total brand value of Us$108,431 comes in second. each year, however, newregions/countries gain steam. 2010 saw Mexican brandCorona join the table, and this year HtC from taiwan hasmade the ranking. 16 17 Best GloBal Brands 2011 by Interbrand Best GloBal Brands 2011 by Interbrand
  11. 11. 03 miCROSOFT -3% 59,087$m Microsoft continues to dominate the PC operating system, business with its competing cloud integration and collaborative server software, and office productivity software markets. this is a tools. a new partnership with nokia is likely to shine a bright light T O p 1 0 0 both a blessing and a curse as the future of computing moves to the on Microsoft’s mobile software, which has had a tough history with mobile space. Competitors continue to lure customers with mobile both consumers and providers. this, along with the recent acclaim B E S T G L O B A L applications that turn individual devices into ecosystems. Google’s for the Xbox Kinect, the Windows Phone Mango os, and tablet-ready B R A N D S no-cost model will continue to put pressure on the tech giants Windows 8 designs, indicates that Microsoft has all the pieces in place profit margins, and Google apps could threaten the Microsoft office to build a strong consumer business. 04 GOOGLE +27% 55,317$m With a 27 percent increase in brand value in the past year, Google’s 25 percent of employees’ yearly bonuses depended on the position as one of the world’s pre-eminent brands is growing and performance of Google+, the brand’s new social networking nothing seems capable of stopping it. Google has focused largely on challenger. Google+ was received with mixed response and while developing new offerings in the past year, including Chromebook, a it is difficult to find specific data, Google+ may find its greatest cloud-connected computer without internal software and equipped challenge to be overcoming the issue of so many social sites being with the tagline “ready When You are.” Besides attracting more visitors available to consumers. Harnessing its power for good, Google than any other website, Google also continues to attract and retain continues to raise awareness for climate change, global public employees, ranking number one on multiple surveys of the most health, and poverty, with more than U.s. $100 million in grants attractive employer. ensuring its people are engaged in the company’s awarded since 2004 through Google.org. success, larry Page, co-founder and current Ceo, announced that01COCA-COLA 05 GE +2% 0%71,861 $m 42,808$m the Coca-Cola brand remains timeless yet relevant as it celebrates and recyclable bottle made partially of plant material, which included Ge continues to be one of the world’s most respected brands, enviable credibility halo across multiple lines of business aroundits 125th anniversary. the company lives its brand, and the overall Heinz adopting the technology for use with ketchup bottles (with and an example of the power of imagination. While the Fukushima the world. While others are investing around a singular idea (IBM’sequity of happiness comes through at every touchpoint. It continues featured “talking labels” asking “Guess what my bottle is made of?”). disaster in Japan and financial issues in the U.s. generated some smarter Planet, accenture’s High Performance), Ge is pursuing ato receive enormous exposure through top-tier sponsorships with as soft drinks are a relatively stable market, Coca-Cola’s brand value bad press in 2011, it remains strongly positioned around the world; potentially more demanding strategy of building the master brandpopular events like the FIFa World Cup. additionally, Coca-Cola ties moves accordingly. Per company reports, consumers worldwide operating in more than 100 countries and employing 300,000 people. while simultaneously expanding capability in healthcare and theitself closely with meaningful promotions relating to disaster relief, choose to refresh themselves with Coca-Cola products “at a rate of Its ecomagination and healthymagination programs are two of the environment through its flagship platforms. the early results indicateyouth empowerment, and sustainability issues around the globe. this over 1.7 billion servings each and every day.” that’s a lot of Coke. brand’s flagship platforms, driving the company and providing an that the strategy is paying off.past year also saw the wide rollout of its PlantBottle™, a sustainable02 06 mcDONALDSiBm +6% +8% 35,593$m69,905$m a master of consistency, quality, and in recent years, consumer converted into 100 percent biodiesel to fuel its logistics fleet. You responsiveness, the long-time fast food leader drives innovation in may have noticed in our 2011 Best Global Green Brands report there IBM, which celebrates its 100-year anniversary this year, is has resulted in a more productive services unit. For its latest “grand the category it dominates—from McCafé, its higher quality coffee is a gap between consumer perception and corporate performancestronger than ever, having evolved its offerings from hardware, to challenge,” IBM brought its deep-analytics computer, Watson, on the (with sales challenging starbucks) to a healthier Happy Meal, relative to sustainability. Closing this gap will be critical for futureservice, to knowledge, and now to innovation. IBM’s success is due in Jeopardy game show where it dispatched past champions to garner which it plans to roll out in september. In terms of environmental growth. this year, the brand experienced a high-profile conflict overlarge part to its commitment to intelligence—from the intelligence massive earned media. Between its Watson triumph, its century sustainability, the brand is embarking on an ambitious program social media due to its ronald Mcdonald mascot, whom a group ofof employees brainstorming together in IBM Jams to the intelligence celebration, and its ongoing drive to make the planet smarter, the IBM that requires all of its suppliers over time to source their products health advocates and activist physicians wanted to see fired. Holdingof information being used to improve power grids and transport brand is operating at full speed. entirely from sustainably managed land. additionally, it is making his ground, Ceo Jim skinner announced the Mcdonald’s brandsystems. additionally, the brand’s advocacy of open-source software moves to ensure that vegetable oil from Mcdonald’s restaurants is ambassador would not be retiring. 18 19 Best GloBal Brands 2011 by Interbrand Best GloBal Brands 2011 by Interbrand

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