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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

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The list: <ul><li>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). </li></ul><ul><li>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.” </li></ul>The full 2008 report is available online at: http://www.interbrand.com/images/BGB_reports/BGB_2008_US_Format.pdf

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Great brands brand countries <ul><li>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. </li></ul><ul><li>Some examples (photos from Business Week article on 2008 Global 100 ): </li></ul>I dare you to think of IKEA without thinking of Sweden. Go on. I dare you!

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So how about Canada? ?

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

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Now for the bad news: Switzerland! <ul><li>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! </li></ul>Grrrr!

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It gets worse: countries ranked by brands per population <ul><li>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. </li></ul>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

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

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www.begtodiffer.com A project of Brandvelope Consulting