The top 100 list of most valuable global brands is out for 2011 - and I must say I'm not surprised to see Apple at number 1! Some other brands on the top 100 list are McDonald's, Coca-Cola, L'Oreal, BMW, Disney, Gillette, Google....
Personally, I found the list to be predictable, with a few hidden surprises: Accenture? Walmart? Tesco?
I of course am not a brand valuation expert but based on my knowledge I am a bit surprised to see Walmart as a global brand, and that too at number 15! This puts Walmart ahead of Visa and Disney. WOW!
I definitely feel a sense of Canadian pride to see TD, RBC, BlackBerry, and Scotiabank on the list
And Facebook in such a short period of existence has made it to number 35!
Other tid-bits: the total value of the top 100 has grown 40% since 2006!
How is the top 100 list is created?
The rankings are subjective based on how much a brand name contributes to earnings as well as consumers perceptions of the brand and its future growth potential
My Thoughts
1) I think we will see more changes to the top 100 year after year as brands are growing faster than ever (i.e. facebook), there will be more surprises - the list will become less predictable, we will keep seeing an increase in brands from around the world and perhaps a decrease in U.S. domination?
2) Which consumers are being asked about their perception? How much can we rely on this list? What can we do with this information? How about brand equity, price, and product features? How many global consumers are being asked?
Personally, I found the list to be predictable, with a few hidden surprises: Accenture? Walmart? Tesco?
I of course am not a brand valuation expert but based on my knowledge I am a bit surprised to see Walmart as a global brand, and that too at number 15! This puts Walmart ahead of Visa and Disney. WOW!
I definitely feel a sense of Canadian pride to see TD, RBC, BlackBerry, and Scotiabank on the list
And Facebook in such a short period of existence has made it to number 35!
Other tid-bits: the total value of the top 100 has grown 40% since 2006!
How is the top 100 list is created?
The rankings are subjective based on how much a brand name contributes to earnings as well as consumers perceptions of the brand and its future growth potential
My Thoughts
1) I think we will see more changes to the top 100 year after year as brands are growing faster than ever (i.e. facebook), there will be more surprises - the list will become less predictable, we will keep seeing an increase in brands from around the world and perhaps a decrease in U.S. domination?
2) Which consumers are being asked about their perception? How much can we rely on this list? What can we do with this information? How about brand equity, price, and product features? How many global consumers are being asked?
Interesting thoughts. Some market disruption will hit Apple/Google in a few years and other leaders will emerge. I feel the west (mainly US) still dominates in rankings like these..I'm sure there are hidden gems out there in the east which have no visibility at all.
ReplyDeleteI definitely agree with you. There are some hidden gems im sure in many other areas of the world.
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