Why I’m so mad at Switzerland. Some facts to back up my rant about Canadian brands for Canada Day 2009 A project of Brandvelope Consulting Full rant: www.begtodiffer.com

The list: Every year since 2001, the mega-brand consultancy Interbrand & Business Week Magazine have published a list of the top 100 Global Brands – ranked by the value of the brands themselves (as opposed to corporate or stock value). It is one of the most often quoted and reported-upon business lists of the year. Why? because it puts concrete value to brands – long considered “intangible assets.” The full 2008 report is available online at: http://www.interbrand.com/images/BGB_reports/BGB_2008_US_Format.pdf

Every year since 2001, the mega-brand consultancy Interbrand & Business Week Magazine have published a list of the top 100 Global Brands – ranked by the value of the brands themselves (as opposed to corporate or stock value).

It is one of the most often quoted and reported-upon business lists of the year. Why? because it puts concrete value to brands – long considered “intangible assets.”

Great brands brand countries As you look through the list, you will see dozens of iconic brands that are intimately connected with the perceived identities of their countries of origin. Some examples (photos from Business Week article on 2008 Global 100 ): I dare you to think of IKEA without thinking of Sweden. Go on. I dare you!

As you look through the list, you will see dozens of iconic brands that are intimately connected with the perceived identities of their countries of origin.

Some examples (photos from Business Week article on 2008 Global 100 ):

So how about Canada? ?

The good news: Canada made the list! In 2008, for the first time ever, Canada has not one, but two brands in the Top 100 Global Brands. 73 44

In 2008, for the first time ever, Canada has not one, but two brands in the Top 100 Global Brands.

Now for the bad news: Switzerland! But before we get smug about our place in the world, we should note that the US has 52 of the top 100; tiny Switzerland: 5! Grrrr!

But before we get smug about our place in the world, we should note that the US has 52 of the top 100; tiny Switzerland: 5!

It gets worse: countries ranked by brands per population Okay, we’re a LONG way from beating the Swiss. But with only a few more powerful global brands, we could beat the rest of the G8. Canada’s rank with 3 brands Canada’s rank today Canada’s rank with 5 brands Canada’s rank with 6 brands Canada’s rank with 7 brands Canada’s rank with 8 brands 22 brands beats the Swiss Country Top 100 Brands Population Ratio Switzerland 5 7,700,000 1 per 1.5M Sweden 2 9,300,000 1 per 4.6M Finland 1 5,300,000 1 per 5.3M Netherlands 3 16,500,000 1 per 5.5M United States 52 306,800,000 1 per 5.9M France 8 65,000,000 1 per 8.1M Germany 10 82,000,000 1 per 8.2M Italy 4 60,000,000 1 per 15.0M Canada 2 33,700,000 1 per 16.8M Japan 7 127,600,000 1 per 18.2M United Kingdom 3 61,600,000 1 per 20.5M Korea 2 48,300,000 1 per 24.2M Spain 1 45,800,000 1 per 45.8M

Okay, we’re a LONG way from beating the Swiss. But with only a few more powerful global brands, we could beat the rest of the G8.

So how about it Canada? So for this Canada Day, let’s start a project: Starting in 2010, let’s add just 1 brand a year to the Global 100. Not a huge goal, but think about it: By 2012 (200 years since War of 1812), we’ll beat Italy! By 2015, we’ll beat France and Germany. By Canada’s 150 th in 2017, we’ll beat the US, Finland, & Netherlands. By 2018 we beat the Swedes. By 2032 we finally beat the Swiss!!

So for this Canada Day, let’s start a project:

Starting in 2010, let’s add just 1 brand a year to the Global 100.

Not a huge goal, but think about it:

By 2012 (200 years since War of 1812), we’ll beat Italy!

By 2015, we’ll beat France and Germany.

By Canada’s 150 th in 2017, we’ll beat the US, Finland, & Netherlands.

By 2018 we beat the Swedes.

By 2032 we finally beat the Swiss!!

www.begtodiffer.com A project of Brandvelope Consulting