Which top brands rank according to customer loyalty
Coca-Cola continues to be the most valuable brand in the world
The top group of the top 10 is more stable than ever this year and remains almost unchanged in its composition, apart from the departure of the last European brand - Nokia - from the elite group and Apple's advance in eighth place. Number one is and will be Coca-Cola. The beverage company's brand value is $ 71.86 billion. As in the previous year, the American computer manufacturer IBM and the software company Microsoft came in second and third.
"The fact that the top 10 top group of the ranking has more or less always the same names for years is explained by the fact that brand values fluctuate significantly less in value than other assets," says Nik Stucky, Global Practice Leader Brand Valuation at Interbrand.
The 100 most important brands increased in value again last year. Their total value increased by 4.6 percent over the previous year to around 1.26 trillion US dollars. In the crisis year of 2009, the total value of all brands in the ranking list fell by 4.6 percent for the first time in the history of the Best Global Brands. In 2010 the Best Global Brands were able to reach the level they had before the crisis. “The overall recovery in brand value confirms our conviction that strong brands have the potential to generate value even in volatile markets and an uncertain economic climate. They have a significant influence on the economic success of companies, ”adds Cassidy Morgan, CEO of Interbrand Central and Eastern Europe.
Mercedes-Benz most valuable German brand
Ten of the 100 brands in the ranking come from Germany. This means that Germany is the second strongest group in the list and is directly behind the USA in the country ranking, which dominates the top 10 and continues to dominate the ranking with a total of 50 brands among the top 100. "Without exception, all German brands increased their brand value and all did better in the head-to-head race with their competitors," says Cassidy Morgan, CEO of Interbrand Central and Eastern Europe. The total brand value of all ten German brands is 108.43 billion US dollars.
The Germans score in the ranking list above all with automobile brands and brands from the capital goods industry. "It is therefore not surprising that‘ German Engineering ’is spoken of as a particularly German characteristic worldwide," says Nik Stucky. “Technology is one of the decisive factors in the German export economy. Names such as BMW, Mercedes, Audi and VW, but also Siemens and SAP are the ambassadors and supporters who make ‘Made in Germany’ a household name and give it technological credibility.˝
Mercedes-Benz remains Germany's most valuable brand in 12th place with $ 27.45 billion. The Munich-based car maker BMW follows in 15th place with 24.55 billion dollars. With VW (47th place), Audi (59th place) and Porsche (72nd place), three other German car manufacturers are in the ranking. While Mercedes, BMW and Porsche secured their places from 2010, VW and Audi were each able to make up places in 2011. VW moved up six places with an increase in value of 14 percent and is now in 47th place; Audi made up four places and took 59th place. All in all, all car brands increased in value.
At 14 percent, VW and SAP achieved the strongest increase in value recorded in the German group.
The software producer SAP is the third strongest German brand and ranks 24th with a brand value of 14.54 billion US dollars, up two places compared to 2010. Allianz increases its brand value by nine percent to 5.35 billion US dollars. This makes the insurer the best European brand in the financial services sector. Other German brands in the ranking are Siemens in 46th place with an increase in value of eight percent, adidas in 60th place with an increase in value of 12 percent and the Beiersdorf brand Nivea in 87th place with an increase in value of four percent.
Nescafé most valuable Swiss brand
As in the previous year, five Swiss brands made it into the top 100. The total brand value of the five Swiss brands is 30.39 billion US dollars. The most valuable Swiss brand is again Nescafé in 2011 with 12.12 billion US dollars. With an increase in value of one percent, Nestlé, the second most valuable brand in Switzerland, was able to make up two places. The food manufacturer ranks 55th with a value of 6.61 billion US dollars. UBS drops six places and ranks 92nd with a brand value of 3.8 billion US dollars. Credit Suisse and Zurich, the two Swiss newcomers in 2010, hold their own and both increased their brand value. Credit Suisse ranks 82nd with a brand value of 4.1 billion US dollars. Zurich has increased its brand value by eight percent and ranks 94th with 3.77 billion US dollars.
Technology brands also dominate in 2011
In the past year, the technology brands were able to further expand their sector-related growth and continue to gain importance in the ranking of the 100 most valuable brands in the world compared to traditional consumer goods brands. Six of the top 10 brands (IBM (2nd place), Microsoft (3rd place), Google (4th place), Intel (7th place), Apple (8th place) and Hewlett-Packard (10th place)), four of the five strongest Grown brands (Apple, Amazon.com, Google and Samsung) and one of the newcomers (HTC) are technology brands.
“The fact that the technology brands are gaining more and more importance in the ranking and gradually conquering the top 10 is due to the fact that the technology and virtualization of our environment, our communication and our economy is constantly increasing. The brands are deeply rooted in many people's business and personal lives, ˝ says Nik Stucky. "In addition, the technology brands are so dominant because they per se serve a global market and have a high degree of standardization."
Outstanding technology brands
IBM (2nd place) is one of the world's largest IT groups - and yet hardly known to many people, as the provider focuses more on business customers. The group was able to increase its brand value by eight percent in the past year, underlining once again the importance of brands in the B2B area. IBM's good performance is also an important indicator that a well thought-out and defined sustainability strategy can be a valuable part of the company. For around three years now, IBM's motto has been: Smarter Planet. Intelligent systems should help to solve global problems, such as better water distribution, improvement of health care or the reduction of environmental pollution. "Since these issues affect not only companies, but also private individuals, it helps IBM in their perception, especially since IBM lacks a figurehead like Apple's Steve Jobs or Microsoft's Steve Ballmer," explains Cassidy Morgan.
Google (4th place) has made a considerable breakthrough in the past few years. The company has only been in the top 100 list since 2005. In 2008 it jumped from 20th place to 10th place, climbed a further three places in 2009, the brand also made up places in 2010 and clung to Microsoft's heels in fourth place. Fourth place is also reserved for Google in 2011. The Internet company increased its brand value by 27 percent to 55.32 billion US dollars. This means that Google is once again one of the winners of the ranking and the brands that have grown the most in value. “Google is firmly anchored in the minds of consumers. The brand has managed to build high customer loyalty through relevance and factual benefit, Nik Stucky explains the success story of Google.
Apple (8th place) managed to assert itself in the highly competitive mobile phone market against Nokia (market leadership), Samsung (price leadership) and BlackBerry (technology leadership). Apple consistently pursues its own path and focuses on the importance of the brand experience. Like no other brand, Apple knows how to arouse desires and demonstrates par excellence how to keep promises. Apple recorded a sensational increase in brand value of 58 percent in the 2011 ranking of the Best Global Brands and thus stormed the club of the Top 10. But in 2010 the increase in value of 37 percent was no less remarkable. The brand value in 2011 is 33.49 billion US dollars. A success story that shows how a brand reflects on its core promise and penetrates into markets that are hardly technically related to traditional markets.
The online department store Amazon has risen to become one of the strongest brands in a very short time and is one of the winners in the ranking again in 2011. While Amazon was 58th in 2008, it was 43rd in 2009. From 2009 to 2010 the brand made up seven places and ranked 36th, from 2010 to 2011 it climbed a further ten places and is now 26th. In 2011, Amazon increased its brand value by 32 percent to 12.76 billion US dollars. The success can in large part be attributed to the strong sales development of the e-book reader Kindle and the e-books themselves. By identifying consumer needs at an early stage, ahead of all competitors, as well as rapidly developing the technology required for this, Amazon was able to create a new source of income, which strengthened both the original business model and the brand value.
With HTC, a Taiwanese brand has made it into the top 100 ranking for the first time. In the past four years, the smartphone and tablet computer manufacturer has matured from a contract manufacturer for mobile phone providers to a successful B2C brand. HTC recently took the lead in Interbrand's ranking of Taiwan's most valuable brands and pushed Acer out of first place.
“Technology brands will continue to gain in importance in the future and will have an increasing impact on our lives and our future,” says brand expert Nik Stucky.
Growth in other industries too
Despite the dominance of the technology brands, other industries also achieved strong increases in value in the 2011 ranking of the Best Global Brands: Insurance companies and luxury goods companies grew significantly year-on-year and the automotive industry is also characterized by extraordinary growth.
The automotive industry is celebrating its big anniversary in 2011. In 1886, Carl Benz registered a patent for his motor vehicle. 125 years later, Daimler AG is one of the most successful automobile companies in the world and Mercedes is one of the most valuable brands in the world.
In its anniversary year, the automotive industry is in growth fever, driven by the economic recovery in European markets, the resurgence of the American automotive industry and the great demand in China. Nissan (90th place), the second largest Japanese automobile manufacturer, secured a place in the ranking of Best Global Brands for the first time since 2007. Toyota (11th) maintains its position as the number one automobile brand. Innovations in sustainability are becoming a defining feature of successful automotive brands. Anyone who fails to anchor sustainability and climate compatibility in their brands will be rejected by the consumer.
As a result of the financial crisis in 2008/2009, some brands in the financial sector are still in trouble. In particular, traditional American bank brands such as Goldman Sachs (38th place), Citi (42nd place) and Morgan Stanley (54th place) are struggling and have to accept losses in brand value. In contrast, European financial institutions saw an increase in value of five percent or more over the past year. Above all Allianz (67th place), which was able to increase its brand value by 9% to 5.35 billion US dollars. The Spanish banking giant Santander (68th place) and the Swiss financial services provider Zurich also recorded a four and eight percent increase in their brand value.
Winners, losers and newcomers
In addition to Apple and Amazon, Google, Samsung and Burberry are among the winners of this year's ranking. Apple recorded a sensational increase in brand value of 58 percent and stormed the club in the Top 10. With the second strongest increase in brand value (+ 32%), Amazon moved up ten places - from 36th to 26th. Third place in the Group of the climbers occupied Google. The Internet company recorded an increase in value of 27 percent and maintained its fourth place. Samsung is the fourth technology brand to be among the winners of the ranking this year. The brand was able to gain 20 percent in value and is in the top 20 in 17th place with a brand value of 23.43 billion US dollars. Burberry breaks through the phalanx of technology brands and, with its 20 percent increase in value, is also one of the winners in this year's ranking of the best Global Brands 2011.
The losers in 2011 include Nokia (-15%), Nintendo (-14%), Sony (-13%) as well as Yahoo (-11%) and Dell (-6%). All had to accept a not inconsiderable loss of brand value.
In 2011, three brands make their debut - the best newcomer in 2011 is Nissan. The Japanese automobile brand ranks 90th with a brand value of 3.82 billion US dollars. John Deere ranks 97th with a brand value of 3.65 billion US dollars. HTC becomes the first Taiwanese brand to make it into the top 100 with a brand value of US $ 3.61 billion.
Top 100 convince in an uncertain economic environment
"Although the general conditions remain uncertain in many ways, this year's ranking is dominated by global recovery," sums up Nik Stucky. The 100 most important brands increased in value again last year. Their total value rose by 4.6 percent over the previous year to around 1.26 trillion US dollars (2010: 1.20 trillion US dollars; 2009: 1.16 trillion US dollars, for the first time in the history of the Best Global Brands Total value of all brands in the ranking down 4.6 percent; 2008: 1.21 trillion US dollars; 2007: 1.16 trillion US dollars).
“The overall recovery in brand value confirms our conviction that strong brands have the potential to generate value even in volatile markets and an uncertain economic climate. You therefore have a significant influence on the economic success of companies, ”adds Cassidy Morgan.
“Uncertainty is the new status quo,” notes Jez Frampton, Global CEO of Interbrand. "Nowadays brands have to react and adapt faster and more flexibly to new challenges and changes."
This year's Top 100 has shown that, despite an unpredictable economic environment, they are capable of adapting, evolving and innovating to meet current consumer needs. In doing so, they master the fine line between consistency in the brand essence and the necessary flexibility and the ability to adapt quickly to new circumstances in an exemplary manner.
Brand management is more than ever a balancing act between change and consistency. It's about consistency and consistency, but also about the willingness to break with old habitual structures. In addition, relevance and substance are in greater demand and have to be won anew every day. Brands remain relevant if they know their target groups exactly and on this basis create orientation, enable identification and enrich life. Brands prove substance when they keep their performance promise in all points of contact between the customer and the brand. It is becoming increasingly important to ‘feel the pulse’ of the Internet and its countless blogs, forums and communities - in real time.
“By further developing and improving their digital strategies and strengthening their activities in social networks, the world's most valuable brands are able to involve their customers more closely. The Top 100 have seized the opportunity to focus even more on the consumer and to create experiences that are better tailored to the customer, which in turn help to retain customers in the long term and to increase the appreciation by consumers and partners alike, says Jez Frampton .
“Regardless of the new paradigms in brand management, the advantages of building a strong brand remain the same: clearly positioned and consistently managed brands generate value, secure sustainable and long-term income, thereby lowering business risk and ultimately creating scope for innovation and growth,” says Cassidy Morgan together.
The analysis of the rankings of the best global brands over the past eleven years shows that the USA is the undisputed brand world champion. Half of the brands come from the United States again this year. The USA dominates the list once again. The total brand value of all US brands is $ 797.75 billion. While Nokia was still a European brand among the top 10 in 2010 with Nokia in 8th place, the top ten positions in 2011 are all occupied by US brands.
With ten brands represented, Germany is the second strongest group and is directly behind the USA in the country ranking. The total brand value of all ten German brands is 108.43 billion US dollars. France and Japan each have seven brands in the ranking.Switzerland has five brands, Great Britain four and Italy and the Netherlands three. Canada, South Korea, Spain and Sweden are represented with two brands each. Finland, Mexico and Taiwan each contribute one brand to the top 100.
The emerging economies of the BRIC countries - Brazil, Russia, India, and China - are not yet on the list of the 100 most valuable brands. “It's a question of time,” Nik Stucky is sure. “Brands from these countries are on the verge of a breakthrough. They are already on a growth path similar to that which was previously observed in South Korea, which today has two of the top 100 brands
With HTC, the first Taiwanese brand made it into the ranking of the Best Global Brands in 2011.
Brand evaluation by Interbrand
Brands create value. For consumers who covet and use a brand, as well as for companies who own the brand. How much value - Interbrand has been dealing with this question for over 25 years, during which over 5,000 brand evaluations worldwide have been carried out on behalf of numerous companies from a wide variety of industries. These brand evaluations create a high benefit in various applications such as accounting, licensing or for value-added-oriented brand management.
Interbrand's brand valuation approach puts three parameters that contribute to brand equity in relation:
1. the business success of the brand, which results from the company's financial indicators
2. The effect of the brand on the customer, which indicates how important the brand's contribution to the purchase decision actually is - the greater the role of the brand, the greater the share in the company's value
3. and relative brand strength, which measures a brand's ability to secure future profits and compares value with the competition
The brand evaluation provides a deeper insight into the way in which the brand creates demand and forms the bridge between the effect of the brand in its markets and the economic value created in the company.
Interbrand's brand valuation approach is recognized worldwide by academics and business experts alike and has been successfully certified according to ISO 10668: 2010 since December 2010. This international standard defines basic requirements for the procedures and methods for determining the monetary value of a brand. The standard thus defines a coherent and reliable approach to brand valuation, which includes financial, behavioral and legal aspects. The certification attests to Interbrand that the brand valuation process complies with the international standard ISO 10668 brand valuation.
Criteria for Best Global Brands
Every year Interbrand publishes the "Best Global Brands" ranking, listing the 100 most valuable global brands.
In order to be included in the ranking, they must meet five criteria:
* First, there must be sufficient publicly available marketing and financial data.
* Second, the brand must be represented globally and generate significant returns in the major world markets. This means that at least one third of sales must be generated outside the country of origin.
* Third, the brand must achieve a high market presence through communication.
* Fourth, the Economic Value Added (EVA) must be positive.
* And fifth, the brand's target audience cannot consist solely of B2B customers; the brand must have a large presence and awareness among the end consumer.
The listed brand value corresponds to the present value of the income expected in the future, which is exclusively attributable to the presence of the brand.
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