Nếu bạn là một nhà đầu tư chứng khoán, trước khi quyết định mua cổ phiếu, bạn cần phải hết sức cẩn trọng. Ðặc biệt là cần tính toán kỹ và xác định xem cổ phiếu của công ty đó có giá trị hay không. Tốt nhất là nên nắm được cách thức đầu tư và an toàn nhất nên chọn các công ty đã có những thành công và tiếng tăm nhất định trên thị trường.

Nói thì rất dễ, nhưng để tìm ra được những dấu hiệu quan trọng giúp bạn nhận biết việc đầu tư của mình có chính xác và khôn ngoan hay không lại không đơn giản chút nào. Dưới đây là cách thức và các dấu hiệu giúp bạn nhận ra các cổ phiếu có giá trị trên thị trường.

Đầu tiên, bạn hãy lập ra một danh sách các công ty lớn, đã phát hành cổ phiếu ra thị trường. Sau đó bạn sẽ thường xuyên theo dõi sự lên xuống giá cổ phiếu đó trên thị trường.

Tuy nhiên, để xác định đâu là một công ty lớn, cổ phiếu của nó sẽ có giá trị trên thị trường, bạn cần phải căn cứ vào năm dấu hiệu phân biệt quan trọng sau đây:

1. Có thương hiệu nổi tiếng và uy tín trên thị trường

Trước hết, bạn hãy nghĩ đến các thương hiệu nổi tiếng trên thế giới mà chủ sở hữu của nó đã đầu tư vào sản xuất trong đất nước bạn, dưới dạng các công ty 100% vốn nước ngoài hay các công ty liên doanh. Ví dụ như General Electric, Microsoft, Apple, Marlboro…, đó là những thương hiệu được xếp hạng trong 40 thương hiệu nổi tiếng nhất trên thế giới, theo sự bình chọn và đánh giá của Tổ chức tư vấn thương hiệu Interbrand. Dấu hiệu này rất quan trọng, đảm bảo sự thành công trong kinh doanh của công ty này trên đất nước của bạn, và hiển nhiên cổ phiếu của họ chắc chắn sẽ có giá trị trên thị trường. Nếu bạn quyết định đầu tư vào cổ phiếu của những công ty này, mức độ rủi ro sẽ rất ít.

2. Kinh doanh những sản phẩm và dịch vụ có ý nghĩa

Bạn hãy tìm kiếm những công ty mà sản phẩm, dịch vụ của chúng thực sự là nhu cầu thiết yếu và là sở thích của người tiêu dùng. Các công ty dược phẩm: ví dụ  như hãng dược phẩm khổng lồ Novartis của Thụy Sĩ chẳng hạn, những sản phẩm do công ty này sản xuất ra như thuốc bổ Calcium và dầu nong… bán đắt như tôm tươi. Bất kể khách hàng là người lắm tiền nhiều của hay không dư dả lắm, họ đều sẵn sàng mua những sản phẩm như vậy.

Tại sao vậy? Bởi kinh tế ngày một tăng trưởng đã khuyến khích người dân có nhu cầu chăm sóc sức khỏe cao hơn. Đồng hành với sự thịnh vượng kinh tế là xu hướng ngồi làm việc tại chỗ trước màn hành vi tính nhiều hơn. Trẻ em cũng không thoát khỏi xu hướng này. Các nhân tố đó sẽ dẫn đến tình trạng béo phì, tăng huyết áp hay tiểu đường, khiến nhu cầu sử dụng thuốc gia tăng.

Bên cạnh đó, các hãng khác như Coca-Cola hay Yum!… cũng là chủ sở hữu những sản phẩm rất được người tiêu dùng ưa chuộng, và chắc chắn chúng sẽ còn được mua nhiều.

3. Thu nhập chắc chắn và đáng tin cậy, tăng trưởng trong bán hàng và lợi nhuận chính đáng

Tức là trước khi quyết định đầu tư vào cổ phiếu của một công ty, bạn nên xem xét ba vấn đề cơ bản của công ty là: thu nhập; lượng hàng bán ra trên thị trường và lợi nhuận.

- Về thu nhập, bạn có thể sử dụng một số chỉ tiêu sau để đánh giá sự chắc chắn và đáng tin cậy của công ty:

+ Chỉ số thu nhập trên một đơn vị cổ phiếu – EPS (Earning per Share): thu nhập dòng hay lợi nhuận sau thuế có thể được xem xét bằng tổng lợi nhuận hay xét trên một đơn vị cổ phiếu gọi là chỉ số EPS. Một công ty có sự gia tăng về tốc độ tăng trưởng thu nhập khi tốc độ tăng trưởng thu nhập của quý sau cao hơn quý trước. Một cổ phiếu tốt, có tốc độ gia tăng về tăng trưởng thu nhập cao hơn so với ba hay bốn quý trước. Tăng trưởng của chỉ số thu nhập ít nhất là 25% so với cùng quý của năm trước. EPS hàng năm của cổ phiếu tốt ít nhất phải tăng trưởng 25% so với ba năm trước.

Ví dụ: Tập đoàn Johnson & Johnson có thu nhập tăng trong 73 năm liên tiếp, có tốc độ tăng đột biến tiền lãi cổ phần (cổ tức) trong 44 năm liên tiếp, và công khai yết thị thu nhập kiếm được tăng trong 21 năm liên tiếp.Theo bạn, cổ phiếu của tập đoàn này có thực sự hấp dẫn không?

+ Chỉ số thị giá chia cho thu nhập của mỗi cổ phần – P/E là một trong những chỉ số phân tích quan trọng quyết định đầu tư chứng khoán của nhà đầu tư. Thu nhập từ cổ phiếu sẽ có ảnh hưởng quyết định đến giá thị trường của cổ phiếu đó. Hệ số P/E đo lường mốiquan hệ giữa giá thị trường (Market Price – PM) và thua nhập của mỗi cổ phiếu (EPS) và được tính như sau:

P/E= PM/EPS.

Thông thường, nhiều người cho rằng nên chọn mua những cổ phiếu có P/E thấp vì theo họ những cổ phiếu có chỉ số này cao là đắt và không nên mua. Nhưng trên thực tế, những cổ phiếu tốt nhất thường có chỉ số này rất cao.

Hệ số P/E rất có ích cho việc định giá cổ phiếu. Giả sử bạn đang muốn mua một cổ phiếu hiện tại chưa được giao dịch trên thị trường, nhưng chưa biết mua với giá bao nhiêu là hợp lý. Nếu bạn biết thu nhập của công ty này (EPS), bạn có thể lấy nó nhân với chỉ số P/E được công bố trên thị trường giao dịch chứng khoán của nhóm cổ phiếu tương tự như cổ phiếu này, bạn sẽ xác định được giá của cổ phiếu mà bạn muốn mua.

- Về sự tăng trưởng bán hàng: Đây là chỉ tiêu quan trọng nhất để đo lường một công ty có sức mạnh hay không và là nhân tố chính của tăng trưởng. Khi chọn lựa cổ phiếu tốt hãy tìm công ty có tốc độ bán hàng mạnh để làm tiền đề cho tăng trưởng thu nhập. Tiêu chí để xác định công ty có tăng trưởng bán hàng tốt nếu ba quý gần nhất có sự tăng lượng hàng bán lớn hơn hoặc bằng 25% so với quý gần nhất trước đó.

- Về lợi nhuận: có thể đánh giá trên hai chỉ tiêu:

+ Lợi nhuận ròng: đánh giá tỷ lệ chuyển doanh thu thành thu nhập. Trên quan điểm của nhà đầu tư, nên tìm những công ty có sự tăng về tỷ lệ lợi nhuận ròng/doanh thu. Con số này càng lớn thì có nghĩa công ty đang có xu hướng quản lý và các hoạt động khác tốt lên. Tiêu chí để xác định cho chỉ tiêu này là lợi nhuận trước thuế ít nhất đạt 18% doanh thu. Yêu cầu lợi nhuận sau thuế luôn đạt 10% trở lên.

+ Lợi nhuận trên vốn chủ sở hữu (ROE): Hệ số này phản ánh mức thu nhập ròng trên vốn cổ phần của cổ đông.

ROE= Lợi nhuận ròng/Vốn cổ đông hay giá trị tài sản ròng hữu hình.

Hệ số này thường được các nhà đầu tư phân tích để so sánh với các cổ phiếu khác nhau trên thị trường. Thông thường, hệ số thu nhập trên vốn cổ phần càng cao thì các cổ phiếu càng hấp dẫn, vì hệ số này cho thấy cách đánh giá khả năng sinh lời và các tỷ suất lợi nhuận của công ty khi đem so sánh với hệ số thu nhập trên vốn cổ phần của các công ty khác.

4. Chịu sự quản lý và điều hành bởi các nhà lãnh đạo tài ba

Đây là một trong những tiêu chuẩn và dấu hiệu khá quan trọng mà bạn nên tìm hiểu trước khi quyết định đầu tư. Nếu nhà lãnh đạo giỏi, công ty sẽ phát triển đúng hướng và sẽ là yếu tố đảm bảo sự thành công trong đầu tư vào cổ phiếu của bạn. Thậm chí, nếu chẳng may công ty rơi vào tình trạng gay go, trước bờ vực của sự phá sản, nhưng nếu được điều hành và dẫn dắt của một nhà lãnh đạo tài ba, rất có thể nó sẽ vượt qua được khó khăn, quay về đúng hướng.

Richard Parson – Giám đốc điều hành của Time Warner là một trong những nhà lãnh đạo tài giỏi như thế. Ông đã làm được một điều kỳ diệu: giá cổ phiếu của hãng gần như đã quay về mức trước khi rơi vào khủng hoảng, trước khi ông về nắm quyền. Sau cuộc sáp nhập khủng hoảng với AOL trong năm 2001, giá cổ phiếu Time Warner đã rớt tự do. Thế nhưng trong năm 2005, Parson đã dần kéo công việc kinh doanh của hãng truyền thông lớn nhất thế giới này trở về quỹ đạo cũ. Ông đã giải quyết dứt điểm từng vấn đề đau đầu của Time Warner , từ trả bớt nợ, bán bớt các bộ phận làm ăn không hiệu quả cho đến dàn xếp ổn thỏa các các cuộc điều tra liên bang và vụ kiện của các cổ đông.

Bạn có thể tìm hiểu thông tin có ích và ấn tượng về các nhà lãnh đạo giỏi, có uy tín trên các trang web giới thiệu về doanh nghiệp và doanh nhân. Ví dụ, trên trên web www.fool.com, có nhiều tin tức về những nhà lãnh đạo này trên chuyên mục “xác định sự quản lý có hiệu quả” (Identifying effective management) hay “Điều tra về đầu tư” (Investigative Investing).

5. Có lợi thế cạnh tranh nhất định

Trở lại ví dụ của hãng Time Warner và AOL sau khi sáp nhập. Mặc dù trong thời gian đầu, AOL gặp rất nhiều khó khăn, song họ vẫn giữ được nhiều khách hàng trung thành. Tại sao nhiều khách hàng vẫn trung thành với họ? Bất cứ một nhà cung cấp dịch vụ trực tuyến nào cũng muốn cung cấp cho người sử dụng một địa chỉ e-mail miễn phí và lôi kéo khách hàng sử dụng địa chỉ email của mình, chứ không phải của các đối thủ cạnh tranh. Và khi một ai đó đã sử dụng địa chỉ email do hãng của bạn cung cấp, chắc chắn họ sẽ không dễ dàng từ bỏ địa chỉ e-mail của bạn để sử dụng địa chỉ e-mail của một nhà cung cấp khác. Đơn giản là họ sẽ gặp nhiều rắc rối và đau đầu vì thông báo địa chỉ e-mail mới cũng như mất thời gian cập nhật và nhận thư từ từ nhiều địa chỉ e-mail.

Tương tự như vậy, hãng dịch vụ cho thuê phim Netflix của Mỹ là một trong những hãng có tên tuổi và tiên phong trong lĩnh vực cho thuê DVD và bán phim trên mạng internet. Khách hàng có thể thâm nhập vào danh mục các bộ phim mà họ muốn xem và khó có thể từ chối những dịch vụ mà họ cung cấp.

Đó chính là những công ty có một lợi thế cạnh tranh nhất định trên thị trường, mà khi quyết định đầu tư cổ phiếu, bạn có thể xem xét đến chúng.

Sau khi bạn đã xác định được đâu là một công ty mạnh, có triển vọng trên thị trường, bạn quyết định tìm kiếm và mua cổ phiếu của nó với bất cứ giá nào? Đừng làm như vậy. Các công ty chất lượng cao, giá cổ phiếu của họ thường ở mức trung bình. Nếu bạn trả giá cho cổ phiếu của họ quá cao, rất có thể sẽ làm ảnh hưởng đến hoạt động kinh doanh và tổn hại đến thu nhập của họ. Vì vậy, nếu bạn là một người kiên nhẫn, bạn nên chờ đợi thời cơ. Ví dụ: một hãng kinh doanh rất thành công, nhưng gần đây họ bán cổ phiếu với một giá hoàn toàn không quá cao như nhiều người nghĩ. Đó chính là hãng Coca-Cola. Chỉ số P/E của hãng này chỉ xấp xỉ xung quanh 22, thấp hơn mức trung bình trong lịch sử của hãng này.

“Một công ty lớn có giá cổ phiếu không quá cao”, đó chính là một công thức kiếm được nhiều tiền trong đầu tư chứng khoán trong nhiều thập kỷ nay. Bạn nên suy nghĩ về điều này trước khi quyết định mua cổ phiếu của một công ty nào đó.

Tuấn Anh (Dịch từ Motley Fool và tham khảo một số thông tin trên mạng)

For a while now, for years, I think, I had been wondering when brandchannel, Interbrand’s branding news site would get with the times. Their time to press, article selection and overall design and layout never seemed quite worthy of a global branding leader. And it certainly didn’t seem to gel with the contemporary blogosphere landscape.

Fortunately, a couple months ago brandchannel upped their game with a fresh look and daily content updates. At first, it didn’t seem like they had the content to populate the site on a daily basis, and some of the writing was a bit patchy, but recently they seem to have hit their stride. Still, I wonder if this is the right strategy for the site. The weekly content was more in-depth, and tended to spark more dialog in the peanut gallery. Has brandchannel become just another marketing blog?

One point of relief: my old brandchannel articles are still tucked safely away in the archives.

Agencies are always making up rankings to try and get noticed. So when I saw the Sysomos ‘Top Brands by Social Media Presence’ I thought hey, anyone could’ve counted up the number of social media mentions brands get, what’s so special?

But wait…here’s something a bit more interesting.

They’ve done an additional ranking using their ’sentiment engine’ (an accurate name but odd image) which analyses whether the mentions are positive or negative from their context.

It’s interesting to note that all of the highest scoring positive mentions are related to electronics – due to review sites perhaps? More surprising then that Apple and Google, the top two from the mentions rankings and general favourites, don’t feature in the sentiment top 5.

It’s also unclear whether positive and negative mentions could cancel each other out or whether they were separate scales.

Do you think it’s accurate?

In a desperate panic to boost incremental growth, Starbucks has introduced – incredibly – an instant coffee: VIA. It’s an obvious and rather pathetic betrayal of all Starbucks stands for: cool coffee-house atmosphere, customized coffee creations, a “third place” for people to go besides home and work.

Actually, no. This kind of analysis overlooks some elements that are essential to the Starbucks brand.

Considering this is an instant product we are talking about – and most people would expect VIA to taste terrible – ironically absent from the arguments of many observers is an acknowledgement that Starbucks is very much about great, strong-tasting coffee. Many observers of the brand ignore this component and choose to focus almost exclusively on the importance of Starbucks’ bohemian-inspired, coffee-house atmosphere. They do not apprehend that once you’re a Starbucks customer, it’s a major hardship to not have a bloody good cup of coffee at least once a day. That’s the problem VIA is intended to overcome: it’s packaged in single servings, and its messaging encourages one to take it on the road – on the train, camping or up to the cottage, for example.

But does it taste good enough? The early feedback is a clear “yes.” Check out the discussion board at Starbucks’ Facebook page, and on their Twitter page, and you’ll see what I mean. Or ask someone who has tried the product. A plurality of people are pleasantly surprised that VIA is actually pretty good. Many were unable to identify VIA in a head-to-head taste test with Starbucks’ Pike Place drip.

Along with ignoring the importance of great strong coffee to the Starbucks brand, observers also overlook the convenience element. While people are willing to wait several minutes for an espresso-based drink especially, speed of service is still integral to the in-store experience. VIA’s transportability and quick prep time aligns perfectly with the convenience element. In a similar way, that’s why I was not horrified, as so many pundits were, when Starbucks introduced drive-thrus.

The VIA launch is going so well that Starbucks will be rolling out a decaf version in November. Interbrand, which opposed the VIA idea and is still on the fence, further questions the wisdom of introducing decaf. They see VIA as a convenient system of caffeine delivery and in that context, say that decaf doesn’t make sense.

They miss the point. If Starbucks was just about caffeine, the brand would get out of the coffee business and just push pills. VIA is about convenient access to great taste, high-test or not.

Big moment: my first non-NSF-related post. Evidence that I may actually have the self-discipline to maintain a blog! Sweeet.

This has been a pretty darn yuppie weekend, to say the least. I have frequented TJoe’s (and, obviduh, its wine shop) several times, in addition to visiting Whole Foods and the Chelsea Market to spend my monies. The Chelsea Market, for any interested non-New Yorkers, is a blissful bastion of foodie wonder which houses both Food Network and some fantabulous cooking and specialty stores. Yesterday, Franklin and I hosted a dinner party– which actually turned into more of a couples’ dinner party, adding to the grown-up nature of the evening. It was, scandalously, a great success. I guess I can be a proper adult, sometimes. Other evidence of yuppieness: Kandinsky exhibit yesterday and MoMA’s showing of Jonze’s Maurice Sendak documentary today. NBD, we hang out at museums. And we like it.

Also, if you aren’t excited about the fact that Where the Wild Things Are comes out on Friday, then we really can’t be friends.

Tomorrow is my first day at Interbrand, an incredibly cool global branding agency, where I’ll be working as an Associate Consultant in their Verbal Identity department. The coolness of this title even inspired me to make a meh sort-of effort to create a LinkedIn profile… we’ll see how long that lasts. How do people maintain so many profiles online? A person might have Facebook, Twitter, LinkedIn, MySpace, a blog or two. Geez. Anyhow, SO excited about Interbrand. I’m freelancing again, which is a big adventure– a lot less security, but a lot more learning and career flexibility. And the people I’m working with are hip creative-writer types, basically my fave sort. The goal is to do an awesome job and avoid staring at any of them with big I-love-you puppy eyes, at least in the first week.

Franklin and I walked across the Brooklyn Bridge today, after brunching at his cousin’s badass apartment overlooking the city and both rivers and bridges (!), and I noticed a small, spraypainted message along the path: So far, so good. Isn’t that the best concept? That’s definitely where I am in my life, right now. So far, so good. Here’s to the next step.

Interbrand’s annual survey of the top brands in the world always creates some interesting discussion around how best to define brands and their value.  By a proprietary (i.e., fuzzy) methodology, they attempt to put a financial value on the brand. Many of the most valuable brands near the top of the list are the ones you’ve come to expect: Coca-Cola, Microsoft, McDonald’s, Disney, etc.

But there is a different cut on the rankings that reveals a profound statement on the current state of brand building. There are only four brands ranked in the top half of the list in 2009 that were not on the list at all five years ago.  Based on this rise from nowhere to top 50 in the world, you might characterize these as the companies that did the most brand building  in the last five years. These four brands are:

• Google (#7)
• H&M (#21)
• UPS (#31)
• Zara (#50)

 As you look at these all-star performers, I’d ask marketers to consider one question: what do you remember about their advertising campaigns over the last five years?

You may remember more than a few things for UPS, and it is fair to say they have been active and heavy advertisers in the past few years.  But it is quite a different story for the others. Google sells ads instead of buying them. For Spain-based retailer Zara, it is a bit of a trick question because they pride themselves on their “zero advertising” business plan. They built their business on “fast fashion” by which they can design, manufacture, and ship to a new product to shelf in less than three weeks. H&M is also a fast fashion brand, that does some promotional product advertising, but attracts most of its ardent followers from a never-ending cascade of new fashions that promises a whole new store every month.

We hear lots of stories of smaller brands that have used innovative marketing approaches to build a successful niche or score a quick hit. These companies tell an even more powerful story of becoming among the most valuable brands in the world while using few of the techniques we’ve come to associate with megabrands.

So as some ponder the question about what kind of advertising they should be doing — broadcast, online, mobile? — they might also ponder the question if they should do any advertising at all.  To be realistic, advertising is and always will be a powerful tool. But it is no clearly no longer the default tool for becoming a major consumer brand.

Ugh.  They’ve done it again.  Interbrand recently published their latest “Best Global Brands” list, with all the usual suspects topping the list – Coca Cola, Google, Disney (shout out to my Disney friends!), etc. However, what caught my attention was their analysis of brand performance among luxury fashion brands such as Gucci, Chanel and Hermès. Louis Vuitton had the highest brand value of the major luxury players while low-price, high-fashion players like H&M and Zara got a toehold on the list. Ok, so far, so good.

Where I get peeved is with the simplistic and inaccurate explanation of why this happened. Even Jez Frampton, the CEO of Interbrand, chalks Vuitton’s brand performance up to “trust”. As in, people trust Vuitton more than the other luxury brands, therefore Vuitton has more brand value. Trust is an easy buzzword to throw around when talking about brands and one which has little to do with brand performance. Frampton contradicts Interbrand’s own methodology, which bases brand value on its ability to get customers to try the product, keep buying it, pay more for it and recommend it to their friends. According to Interbrand, Vuitton is able to do all of those things simply because customers trust them. I strongly disagree. Differentiation, not trust, is the lever which creates all the wonderful outcomes described above and it is differentiation which sets Vuitton apart from other brands such as Gucci and Chanel.

Although each brand has their own distinct look and feel, Vuitton, at the hands of genius Marc Jacobs, is continually reinventing itself, while maintaining the quality which earns it luxury status. For example, partnering with artists such as Takashi Murakami created a coveted line of bags still auctioned for more than their retail price.  I kick myself for not buying the cherries wallet when I had the chance…

But it’s not just about design…LVMH, the parent of the Vuitton brand, dominates the luxury industry with best practice pricing and operations strategies.  The Economist provided a great description of their keys to success:

“What explains Vuitton’s resilience? Beneath the gloss of advertising campaigns, catwalk shows and each season’s fleeting trends, Vuitton brings a machine-like discipline to the selling of fancy leather goods and fashion. It is the only leather-goods firm, for instance, which never puts its products on sale at a discount. It destroys stock instead, keeping a close eye on the proportion it ends up scrapping (which it calls the “destruction margin”). In 2005, when Maurizio Borletti, owner of several prominent department stores in Italy and France, was preparing for the opening of a refurbished La Rinascente department store in Milan, he recalls, the Vuitton people built a scale model of the building in their offices to understand customer flows and get the best positioning. “In this they’re the most professional in the industry,” he says.

Unlike most other luxury marques, Vuitton never gives licences to outside firms, to avoid brand degradation. Its factories use techniques from other industries, notably carmaking, to push costs down ruthlessly and to allow teams of workers to be switched from one product to another as demand dictates. It has adopted methods of quality control, too: one quality supervisor came from Valeo, a French auto-parts supplier. The result is long-lasting utility, beyond show, which is valuable in difficult times.

Owning shops gives Vuitton control over levels of stock, presentation and pricing. It was not therefore affected by the panicked price-slashing of up to 80% by American luxury department stores in the run-up to Christmas last year—a “catastrophe” for others in the industry, according to Mr Arnault. Although other LVMH divisions have been hit by outside retailers de-stocking during the crisis, Vuitton has managed its own inventory, with no competition for space from other brands. With a global network, says Mr Carcelle, the firm can move poorly selling stock to shops where it has performed better.”

Interbrand’s comments are an insult to the excellent strategies of LVMH – ones that allowed them to survive, and thrive, in this economy.

]]> http://olasehlen.wordpress.com/2009/09/23/vardering-av-varumarken/ Wed, 23 Sep 2009 16:53:40 +0000 Ola http://olasehlen.wordpress.com/2009/09/23/vardering-av-varumarken/

Har inte förstått hur det går till när man värderar ett varumärke. Interbrand har gjort sin årliga värdering av internationella varumärken. Sverige har bara två representanter, HM och Ikea. De har inte bara tagit placeringar på listan utan även ökat stort till skillnad från många andra varumärken.

Settembre è tempo di classifiche, almeno per quanto ci riguarda: esce, infatti, Best global brands elaborata da Interbrand e diventata ormai un punto fermo.
Qualche riflessione rapida per le marche più forti del 2009: i primi 5 posti restano invariati e ancora una volta Coca cola la fa da padrone. Ma non solo: anche IBM e Microsoft non scendono dal secondo e terzo posto almeno dal 2001.

La congiuntura economica però ha lasciato anche qui qualche traccia: scorrendo la classifica si nota che alla voce “change in brand value”, il cambiamento percentuale di valore del brand tra il 2009 e l’anno precedente non è sempre positivo. In molti casi c’è un decremento.

Per quanto riguarda il nostro Paese, la situazione resta quasi invariata rispetto all’anno scorso: è il comparto dei beni di lusso, l’unico in grado di competere con i brand stranieri. La moda si conferma una delle eccellenze italane: Gucci, Prada e, dall’anno scorso anche Armani, sono tra le prime 100 marche mondiali.

La classifica completa è qui.

Entre las 100 primeras España mete una: Zara

best global brands

2009 rankings

Contract All | Expand All | Print

2009 Rank	2008 Rank	Brand	Country of Origin	Sector	2009 Brand Value ($m)	Change in Brand Value
1	1		United States	Beverages	68,734	3%
		Coca-Cola is 123 years old and shows no sign of relenting. It is the number one producer of sparkling beverages by volume and dollars. It has launched more than 700 products in 2008 around the world, and its edgy campaigns continue to push boundaries, showing the rest of the marketing community what it really means to manage a brand. Worldwide relevance is what defines Coke and it has successfully maintained its diversified portfolio in more than 200 countries. This year, the company expanded its Coke Zero brand to 107 countries and launched a new message for its marketing campaign. The campaign, “Open Happiness,” was targeted to consumers longing for comfort and optimism in a tough time.
2	2		United States	Computer Services	60,211	2%
		In this tough market, Big Blue’s revenue is at an all-time high. IBM received the most U.S. patents (more than 4,000) for the 16th year in a row, investing heavily in innovation as it continues its progression from a hardware provider to a software and services solutions brand. It is the market leader, with expanded presence in more than 170 countries and approximately 65 percent of revenue generated outside of the U.S. With an advertising channel on YouTube and announced plans for cloud computing, IBM effectively communicates its message to the masses.
3	3		United States	Computer Software	56,647	-4%
		2009 marks the first year-on-year decline in Microsoft’s public history, despite a game console division that continues to be profitable. As the market matures, the giant faces stiff competition from faster, quicker rivals. In terms of browsing, Microsoft’s Internet Explorer has dropped 10 percentage points in market share every two years, while Mozilla Firefox gains 10 percentage points in the same time period. Additionally, a US $300 million ad campaign featuring Jerry Seinfeld and Bill Gates could have fared better with audiences. However, Microsoft’s Bing, a new search engine that launched in June to great reviews, is poised to give Google a real run for its money.
4	4		United States	Diversified	47,777	-10%
		Despite GE slipping in its position of technology leadership, it is still better equipped to support future innovations and brand evolution than other traditional competitors, due to its ability to touch consumers on an emotional level. This year, its financial services offering has slipped, particularly the B2C business. Its media business is also threatening the brand. Additionally, GE faces competition from Siemens. The good news is that ecomagination is still the most concise initiative towards sustainability out there, and the brand has set itself up for growth in the long-term with green technology. After losing its leadership position in medical technology this year, GE plans to mimic ecomagination’s success with its major innovation initiative “healthymagination,” which entails an investment of US $6 billion until 2015.
5	5		Finland	Consumer Electronics	34,864	-3%
		Nokia seems to be trailing behind more dynamic smartphone innovations like Apple’s iPhone and RIM’s BlackBerry. The N97, a flagship Nseries mobile computer that was first unveiled in December 2008, is designed to address competitive technologies but debuted in 2009 at a much higher price point than Apple’s or RIM’s new offerings. In fast developing markets, where Nokia leads in market share, the brand continues its strategy of targeting younger audiences with trendier design at a relatively lower cost. In the next year, Nokia plans to be more mindful of the U.S. market by increasing its investments and developing relationships with wireless carriers like AT&T.
6	8		United States	Restaurants	32,275	4%
		McDonald’s has performed well this year. It now serves six million more customers each day than it did before the “I’m Lovin’ It” campaign. Due to its low prices and numerous locations McDonald’s has been able to continue to grow its sales–and even captured new market share–with its McCafé and healthier off erings. The brand does face one struggle: keeping food costs under control. Like other restaurants, McDonald’s has been hit with higher beef and cheese costs. To protect its profits, the company was forced to raise the price of its popular Double Cheeseburger in November and replaced the sandwich on the Dollar Menu with a new double burger that has one slice of cheese instead of two. With value being its biggest drawing factor, McDonald’s will need to proceed cautiously with additional price changes.
7	10		United States	Internet Services	31,980	25%
		Continued diversification of Google’s business, from new advertising models to online publishing, drives growth. The common theme is low price and high functionality with added transparency. Google Chrome is two times faster than competitors and stole browser market share equal to third- and fourth-placed competitors within 24 hours. This year, Google has continued to innovate. It released the Android phone software on September 2008, which involved disclosing the source code for the Google phone to engineers around the world. As the brand grows it has to deal with the inevitable mistrust and ugliness ascribed to being a very large, diversified, and very profitable company.
8	6		Japan	Automotive	31,330	-8%
		In 2008, Toyota saw its first loss in 70 years due to the diffcult economic situation. Net revenues decreased about 21 percent and vehicle sales dropped about 15 percent. Even sales of its bestselling hybrid Prius model slowed down when fuel prices moderated after the record highs of the summer. There is even talk that the company may create a separate brand for its Prius, adding larger and smaller models to the line up. The brand would be similar to Toyota’s low-priced Scion and would only be offered in the U.S., where the company did not create a brand around its “Hybrid Synergy Drive“ system. Toyota continues to develop its long-term value, however, building on its existing green credentials, announcing plans to create eco-friendly showrooms. By 2011 it expects to have 100 “green“ dealerships, where most parts of the buildings are made of renewable primary products.
9	7		United States	Computer Hardware	30,636	-2%
		In the fast-growing mobile computing market, Intel stands to find success. Determined to break into this category, the world’s number one chipmaker announced a partnership with the world’s number one handset maker in 2009. If it works, the Intel agreement with Nokia will put its latest chips into the hands of millions of customers. The line of chips, Atom, is meant to carry Intel into this higher growth market but has so far faced criticism for its cost and power consumption. However, Atom is finding success in the low-power, clutch size netbooks market. With an appeal toward more value conscious consumers in the midst of recession, netbooks have allowed Intel to stay both relevant and top of mind while it tries to crack the code on smaller mobile devices.
10	9		United States	Media	28,447	-3%
		Not even the magic of Disney is immune from recessionary pressures-but Disney’s clouds do have silver linings. Although tighter ad budgets have put pressure on Disney owned networks, magazines, and Disney.com, the company continues to successfully leverage its brand in innovative new formats online and offline. This includes video games, new resorts, and interactive websites such as its user-generated-content initiative “U Rock.” Disney’s ability to create appealing promotions has kept the flow of visitors steady from last year, despite tighter wallets threatening traffic at theme parks. Meanwhile, the Disney and Pixar brands continue to command audiences, (with some exceptions) as evidenced by the success of Up, and a strong content pipeline, including Toy Story 3, which speaks to a promising future.
11	12		United States	Computer Hardware	24,096	2%
		HP has surpassed Dell as the leading seller of PCs in the U.S., even with falling sales for the category. Overall globally, HP’s market share is also on the rise. A 20.5 percent increase follows last year’s acquisition of service-provider EDS. This year, HP also began a global review of its media holdings in Asia Pacific, with the focus on consolidating down to one, key, effective agency. In an increasingly price driven sector, HP is finding more way to successfully use its brand to stand apart.
12	11		Germany	Automotive	23,867	-7%
		Mercedes-Benz saw sales drop about five percent in 2009 as a result of the recession. But the brand has made strides in other areas. Using the slogan “Blue is the new green,” Mercedes sought to raise acceptance for its high-mileage BlueTEC diesel technology in the U.S., where diesel is still seen as loud, slow, and smelly. Like many other carmakers it pushed the development of eco-friendly hybrid technology. Its luxurious S-class is one of the most fuel-efficient cars of this segment. Following the general trend, Mercedes drove brand development away from print and TV marketing. It launched Mixed Tape Music Magazine, a monthly online music show featuring video clips by artists like Jennifer Lopez and Mark Ronson and also strengthened its engagement in New York’s Fashion Week as title sponsor to increase the brand’s attractiveness among young buyers.
13	14		United States	Personal Care	22,841	4%
		Gillette experienced an increase of net sales this year, with Fusion and Venus as the largest contributors. Gillette holds strong as the “best for men” for personal care, owning 70 percent market share of manual blades and razors. The brand maintains high visibility by promoting classic and consistent innovation for the category, renewing celebrity contracts with Roger Federer, Tiger Woods, and Thierry Henry, and sponsoring the MLB in the U.S. In the digital space, Gillette expanded its customer dialogue with online shaving “how tos” and has also seen high growth in developing regions, driven primarily by the expansion of Fusion and the Prestobarba 3 launch in Brazil.
14	17		United States	Computer Services	22,030	3%
		Cisco is the leader in networking services but is still perceived as catching up in other parts of the computer services industry. It has a strong reputation for quality and reliability, boasting more than a quarter century in this relatively young industry. Its heavy investments in R&D, and its stated mission to innovate to customers’ needs, signal Cisco’s shift to become a broader provider of hardware and services, which should increase the role of its brand.
15	13		Germany	Automotive	21,671	-7%
		BMW remains relatively healthy even though revenues decreased about five percent this year. Its dip in profit was mainly attributed to the high costs to cover risks on used car resale prices and the softening demand in the economically troubled U.S. market. The Bavarian carmaker still carried on with its strategy to build highly efficient cars that promise joyful driving, and to fill niches with innovative vehicles like the large X6 Sport Activity vehicle and the 5-series GT. Its EfficientDynamics initiative, which includes gadgets like Brake Energy Regeneration or High Precision Injection, turned out to be a sales boost with more than one million vehicles sold worldwide. With its ConnectedDrive concept, BMW pushed another forward-looking innovation, converting a car into a mobile communication platform to enhance safety, convenience, and service quality. The huge numbers of visitors to its recently opened brand temple, the BMW Welt in Munich, is evidence that BMW continues to fascinate consumers.
16	16		France	Luxury	21,120	-2%
		Louis Vuitton actively continues to expand its retail network, which now totals 425 stores. Its direct channel through retail has been instrumental in maintaining a connection with consumers during the recession. The Louis Vuitton brand is also gathering strong momentum in China, which now accounts for 20 percent of its revenue. The “Core Values” campaign, which explores the idea of self-discovery through traveling and features a series of Annie Leibovitz portraits of celebrities such as Sean Connery, Catherine Deneuve, and Mikhail Gorbachev, has received much positive acclaim within the advertising industry. This has reinvigorated the brand’s status as a classic. This year, Louis Vuitton also developed the Damier Graphite range, which includes luggage, shoes, and other accessories that specifically target men.
17	18		United States	Tobacco	19,010	-11%
		Consumers are loyal to the Marlboro brand and it continues to grow in fast developing markets. However, it is getting tougher and tougher for cigarette brands each year as governments across the globe voice their disapproval of the industry. The U.S. saw the passage of the FDA Tobacco Regulation Bill in June, which provides the government with extensive power to regulate tobacco products. Marlboro has been innovating around increasing government regulations. For example, for smoking indoors in public spaces, it has created Taboka, a smokeless tobacco. In some of its biggest markets, Marlboro will face challenges. It will be forced to cover 50 percent of the front and back of its packs with warning labels, end sweetened and spice-flavored cigarettes, stop color print advertising, and eliminate labels like “mild” and “light.” The brand’s European performance, however, suggests it will manage around these hurdles.
18	20		Japan	Automotive	17,803	-7%
		Increased motorcycle sales are offsetting Honda’s losses as its auto sales crumble in the U.S., Japan, and Europe. While Honda’s revenue has been affected by the recession, the brand continues to build strength. The fact that Honda never produced large SUVs and trucks is now an advantage. As other automakers are increasing production of their small cars, Honda is cashing in on its reputation of reliability, fuel efficiency, and craftsmanship.
19	21		Republic of Korea	Consumer Electronics	17,518	-1%
		Samsung had another successful year. Strong product development has resulted in global leadership in the television segment, and in improving its position from the third to second player in mobile phones. New concept shops have been successful in translating to a more expert and demanding audience by showing the benefits of engaging with the brand. However, challenging conditions in the components business compromised overall brand value creation last year.
20	24		United States	Computer Hardware	15,433	12%
		The recession won’t take a bite out of this Apple. Declining Mac sales and fears for the company’s future without brand visionary Steve Jobs, were outweighed by record high iPod sales, doubling sales for the iPod Touch, and all-time high market share for Mac OS software. Price might be a barrier for cost-conscious consumers, but Apple responded quickly with high margin, low-priced products like the US $99 iPhone and a new, voice-activated iPod Shuffle. The Apple brand is the most supported within its industry, and among the most iconic of relatively young brands in the world.
21	22		Sweden	Apparel	15,375	11%
		Unlike competitors such as the Gap, Swedish clothing store chain H&M said that it plans to create between 6,000 and 7,000 new jobs during the year by opening 225 new stores around the world. H&M continues to diversify with product mix, store expansion, and design. While CEO Rolf Eriksen’s summer 2009 retirement has sparked a potential succession issue, H&M’s continued focus on “nano fashion” (real time adaptability), price, CSR, and fashion designer collections have helped it grow.
22	15		United States	Financial Services	14,971	-32%
		American Express is feeling the effects of the credit crisis, suffering a surge in delinquencies and job cuts. Its public image has also suffered from the credit card crisis. Bolstered by its new bank holding status, the firm has reduced exposure to riskier credit card products and is focused on its core charge card offering. Its extensive investment in its brand through advertising, loyalty programs, sponsorships, and key partnerships show the firm’s focus to solidify the brand’s trusted and premium image and to maintain the brand’s iconic status.
23	26		United States	Beverages	13,706	3%
		Pepsi is a brand on the rise. In the past year, it went through a complete design refresh of its entire product line in an effort to spur sales. It also introduced new, limited edition products such as Pepsi Natural and Pepsi Throwback–products made with the natural sugars of the 1970s. Its new campaign, “Refresh Everything” has been incredibly successful as well, creating buzz in the U.S. This and the introduction of Pepsi Raw indicate that Pepsi is doing all it can to catch up to Coke by raising the innovation stakes.
24	23		United States	Computer Software	13,699	-1%
		Oracle has seen more category leadership as it beats out competitors in application sales and new software license revenues. With the recent purchase of Sun Microsystems, Oracle also acquired MySQL, and entered the hardware category. Its partnership with HP on a new database machine puts Oracle on track to steal market share from both Microsoft and IBM. As Oracle invests US $3 billion a year in R&D, its future success looks promising.
25	28		Switzerland	Beverages	13,317	2%
		Nescafé, which was founded in the 1930s, still continues to grow sales today–quite a feat given the recessionary conditions and pressure from private label store brands in this very mature category. That said, Nescafé generates most value from its high margins, not necessarily growth. The brand has approached the challenging market as an opportunity, increasing ad spend by six percent to consolidate the customer relationship when media was cheap. Additionally, Nestlé is dedicating resources to a new campaign for its flagship brand addressing price, taste, and bean quality. Recently, it has even made aggressive moves to target a new competitor in instant coffee, Starbucks VIA.
26	29		United States	Sporting Goods	13,179	4%
		Instead of cutting back like many of its competitors, Nike has done well by staying the course and moving ahead with big strategic plans–a move that served it well in the last recession when it then pulled out ahead of industry leader, Reebok. This year, it unveiled a line of eco-friendly products, which aim to use sustainable, recyclable materials. Ultimately, the move should translate into better profit margins for the future. While there have been layoff s twice this year–the first time since 1998–indicating problems with the cost structure during the downturn, Nike is still far ahead of its closest competitor, adidas.
27	31		Germany	Computer Software	12,106	-1%
		With the launch of its new global campaign, “It’s time for a clear new world,” SAP is focusing its message on the visionary and powerful real-time role that its software plays in business partnerships. Having reported heavy investments in R&D for 2008, SAP must keep its promise clear and its product stronger in an increasingly competitive market where many are vying for its longstanding customer base. SAP is doing well by continuing to invest in their brand as a strategic asset during this economic crisis.
28	35		Sweden	Home Furnishings	12,004	10%
		Despite tightening wallets, IKEA sales are up seven percent year on year. Now that more people are opting to spend more time at home, IKEA has taken a new lease on life. It also remains truly popular online. (IKEA websites are among the most visited, attracting around 450 million visits a day.) Customers still camp out before a new store opening. This year, IKEA continued to diversify and launched a pay-as- you-go mobile phone service in cooperation with T-Mobile that is 25 percent cheaper than similar pay-as-you-go offers.
29	25		Japan	Consumer Electronics	11,953	-12%
		Sir Howard Stringer has his hands full trying to turn around Sony’s performance. The appreciation of the yen and the decline of Japan’s stock market have not helped sales, but the problems for Sony run much deeper than the economy. Competitors have surpassed its market share in almost every category that it once dominated. A dinosaur compared to its peers, Sony must make a major shift. The few bright spots for Sony this year include the eco-Bravia and Stringer’s revamp of his management team to include fresh, young talent.
30	33		United States	Alcohol	11,833	3%
		Budweiser has not been entirely immune (Budweiser and Bud Light both saw losses in market share despite a growth in volume), but has fared well through the crisis. It focused on building its value globally, particularly in Asia Pacific, with a football tie-in campaign in Vietnam. As China is now the biggest beer market in the world, Budweiser is building its sales network. It just successfully launched a new product in the U.S. and Canada, the Corona competitor, Bud Light Lime. Although the product’s lasting success is unclear, Budweiser should continue to perform well in the future.
31	30		United States	Transportation	11,594	-8%
		With less trade, there are fewer parcels going around. The flow of goods declined as protectionist tendencies in crisis boosted regulatory barriers. As a result, UPS’s revenues declined by 13.7 percent. It will take two years for UPS to get back to where it was last year. UPS is building a new air hub in China. The reduction of DHL’s presence in the U.S. is helping it ride out the economic storm with less competition in its home market. Despite a decline in profits, UPS still invested in its brand. It spent about US $200 million on ads, sponsored the PGA Europe, and focused on its UPS YouTube channel and other e-media.
32	27		United Kingdom	Financial Services	10,510	-20%
		Relatively resilient to the effects of the global financial crisis, HSBC was one of the few firms to report a profit for 2008. Despite concerns of continued subprime mortgage exposure, the HSBC brand is performing fairly well, in part due to effective leveraging of online and self-service platforms and a growing exposure to emerging markets. Capitalizing on the weakened competitive environment, HSBC has continued to bolster its brand, delivering on its mission to be the “World’s Local Bank.” It recently completed the acquisition of Bank Ekonomi in Indonesia, doubling its footprint in the world’s fourth most populous nation.
33	36		Japan	Computer Hardware	10,441	-4%
		Canon’s profit fell 83 percent in the first quarter due to the low sales of multifunction copy machines and printers. The decline is also due to the stronger yen, which caused the prices of copiers and printers to increase. Despite the decline of sales, Canon launched 23 state-of- the-art digital cameras and camcorders, which were all very well received. As a result, Canon emerged as number one in the Digital SLR segment, with 54 percent market share.
34	39		United States	Food	10,428	7%
		Kellogg’s increased its net sales but has still felt price point pressure from private labels. In an effort to communicate the quality of its brand to cost-conscious consumers, it has turned its focus from healthy eating to emphasizing quality products. It introduced 151 new and updated products inspired by worldwide innovation teams and website activity. The brand has also made several acquisitions that add to its product portfolio, as well as expanded the distribution of its North American cereal and snack brands with a “direct store door” delivery system to ensure prime placement at point of sale. Online, Kellogg’s is engaging with family-minded consumers via recipes, coupons, and newsletters. It is also heavily promoting its partnership with Feeding America, the largest U.S. food bank network.
35	32		United States	Computer Hardware	10,291	-12%
		In the first quarter of 2009, HP dethroned Dell as U.S. market share leader. This was due, in part, to Dell’s failure to fully adopt netbooks as a flagship product in timely manner. The role of brand is falling in its sector as well, as consumers focus on price and “bang for the buck” functionality. Still, despite losing ground to competitors, Dell’s track record of successful branding and efforts to cater more directly to needs of customers is allowing it to stay in the mix. Recent efforts to further target students may help rally Dell’s position and prevent further losses.
36	19		United States	Financial Services	10,254	-49%
		The unstable Citigroup received a government bailout of US $45 billion to keep the business afloat. No longer considered a leader in financial services, Citi is in survival mode, selling off several businesses in an effort to streamline operations and focus on core competencies. The recent shedding of SmithBarney is also indicative of a shift away from the financial supermarket model that Citigroup has followed for the past decade. Citi’s troubles have been highly publicized, and recent moves to increase transparency and overhaul its upper management may not prove sufficient to rebuild customers’ trust.
37	37		United States	Financial Services	9,550	-11%
		As one of the only banks to return a profit in the fourth quarter of 2008, J.P. Morgan is in a better position than many rivals. As a key player in the consolidation of the U.S. financial industry, the firm has benefited from the acquisition of Bear Stearns and the further expansion of its footprint via the purchase of WaMu. These new divisions will bolster the firm’s capabilities in key areas, but J.P. Morgan still faces the arduous task of digesting and rebranding these acquisitions. Worldwide, J.P. Morgan has entered several new markets in the last year, including Hong Kong and the OTC derivatives market in Korea.
38	38		United States	Financial Services	9,248	-10%
		Like other financial services companies, Goldman Sachs is suffering the effects of the crisis. However, it is in a more stable position than many of its competitors. It recently passed the government’s stress test and is determined not to take any more federal assistance. It beat its first- and second-quarter forecasts by significant margins and recently repaid its TARP loan. While Goldman is moving toward rebuilding and solidifying its customer trust in the brand, the fact that it is enjoying its profits as high as they were in 2007 has had a negative impact on its consumer perception.
39	40		Japan	Consumer Electronics	9,210	5%
		Nintendo broadened the gaming population by offering innovative but easy-to-play games. Wii has become the fastest-selling console ever. It shipped more than 50 million units of the console since its launch three years ago. Nintendo reported that profits in 2008 were the strongest record but said that it would struggle to repeat the performance as sales of its two main consoles–the Wii and the DS–level off and foreign exchange turmoil destroys margins.
40	44		Canada	Media	8,434	1%
		Thomson Reuters continues on an upward path, securing lead product ranking in almost every business segment. While the financial segment of the business has not been immune to the global recession, its diversified portfolio of audience-specific offerings allowed it to weather the market turmoil. It is in a strong position for continued growth. Thomson Reuters’ continued investment in the brand and strong portfolio of flagship brands is beginning to pay dividends as the company continues its drive towards becoming one unified firm.
41	45		Italy	Luxury	8,182	-1%
		In 2008, Gucci reinforced its network of directly operated stores around the world, a strategy that has proven successful in the past. While sales in Western Europe were mixed, a large retail presence (particularly in Asia) has proven to be a key asset in the current climate. It has also helped put an emphasis on its 90-year history of craftsmanship and heritage. This year, Gucci furthered its expansion in emerging markets, where sales rose by 21 percent, strongly driven by China.
42	43		Netherlands	Diversified	8,121	-2%
		The Philips brand stands for a broad set of businesses in consumer electronics, lighting, and healthcare. Its bet on generating innovative and unique solutions for clients and consumers seems to pay off in times of economic difficulties. Consumer electronics were most affected over the last year, but their decline was offset, to some extent, by brand value growth in the other sectors. Philips is utilizing its brand as a central organizing principle. The company unites the business under the master brand and focuses coherently and consistently on sense and simplicity.
43	58		United States	Internet Services	7,858	22%
		The multi-department retailer is confirming why you are best off not owning a retail footprint in a recession. Analysts say Amazon has benefited from the downturn in the U.S., in particular, with struggles at the Borders book chain and the bankruptcy of Circuit City all driving traffic to Amazon.com. Amazon’s release of the Kindle and the continued improvement of its site to enable access from anywhere have also contributed to its upward path. Additionally, Amazon.com will begin selling e-books for reading on Apple’s iPhone and iPod Touch. In the fourth quarter of 2008, Amazon partnered with manufacturers to reduce packaging with an eye towards sustainability. Partners include Fisher-Price, Mattel, Microsoft, and electronics manufacturer, Transcend.
44	51		France	Personal Care	7,748	3%
		The world’s leading cosmetic and mass-market beauty brand continues to grow its sales, notably strengthening its positioning in Asia as an expert in Asian skin care, and reinforcing its presence in all regions worldwide. L’Oréal maintains the number one spot for hair colorants, and this year set new records for its skin care product sales. It has conducted thousands of research tests to expand its offering to men and women of all ages and ethnicities, with L’Oréal reflecting this in its choice of high-profile spokespeople.
45	47		United States	Computer Services	7,710	-3%
		With clients holding back on major transformation programs, especially where they lead to capital investment, Accenture is starting to feel the pinch. Its presence is limited to 52 countries and management and IT consulting, so Accenture must evaluate its long-term strategy. This year, the business made strides in its commitment to the environment with its achievement of ISO 14001 certification, which helps organizations better manage their environmental impact and risk, while demonstrating their environmental commitment to their stakeholders.
46	46		United States	Internet Services	7,350	-8%
		Despite predictions, eBay is not benefiting from the recession. Its marketplace business posted a 16 percent decline in the last three months of 2008 and faces tough competition from Amazon.com. This is linked to the discretionary nature of much of its sellers’ inventory. To consumers, Amazon seems like a less risky place to shop. Lawsuits from luxury brands, which cost eBay US $32 million to settle, have cemented its image as a channel that could benefit from more regulation, as opposed to a managed retail environment. Still, it remains the most popular option in the start up B2B world to get wide distribution at a low price with high visibility.
47	48		Germany	Diversified	7,308	-8%
		Siemens, like other diversified brands, is struggling with the double whammy of the financial crisis and its impact on global infrastructure investment. If it has any growth to look forward to, it will come from the deployment of state assisted eco/progressive investment projects. Siemens has also lacked communication of the core brand idea. Additionally, it does not have any clear sustainability strategy, which limits its potential. While the brand has made moves to correct this, like investing in ISE Corporation, which provides environmentally friendly hybrid technology for heavy-duty commercial vehicles, it faces fierce competition from businesses like GE. This year, its investment of US $15 billion in the intellectual foundation of the company, including new products, training, marketing, and programming may serve it well.
48	56		United States	Food	7,244	9%
		Although category competition is heating up as lower-price private labels gain strength, Heinz reported a 12 percent increase in sales last year. The brand is focusing on a customer-centric health and wellness model, developing healthier products, eliminating bisphenol A from packaging, and taking advantage of consumers dining at home. In 2008, emerging markets accounted for 25 percent of Heinz’s growth, as it promoted flagship products, such as Heinz Ketchup, in Asia. The brand reports a long-term plan to increase marketing spend as it widens its consumer base.
49	49		United States	Automotive	7,005	-11%
		Ford has seen revenues decreasing, despite early efforts at reinventing itself. It hopes to become what Chairman William Ford Jr. calls a “global, green, high-tech company.” Like the other Detroit “Big Three” it was forced to restructure its brand portfolio by selling weak brands, but did not succeed in finding a buyer for Swedish carmaker Volvo. Unlike Chrysler and GM, it was able to avoid filing for Chapter 11. Despite its embattled business, Ford courageously launched one of the most aggressive vehicle electrification programs in the industry. By 2012, it plans to produce at least four high-mileage vehicles that will use the newest forms of battery technology in a family of hybrids, plug-in hybrids, and battery-powered vehicles. The move to green will take a long time and it remains to be seen if the consumer can be convinced that this is more than just greenwashing. In the meantime, Ford pushed forward its plans of introducing European compact models like the Fiesta to the U.S. in order to adapt quickly to the changing consumer needs.
50	62		Spain	Apparel	6,789	14%
		Throughout the downturn, the Spanish clothing chain’s revenue has continued to increase. Unlike competitors, Zara does not have an issue with product life cycles, as it has an extremely efficient turnaround of new products. It is also getting a lot of credit from the market and analysts for its innovative logistics system, which allows it to get product from design to shelf months faster than competitors. The brand is gaining more of a leadership position right now, too, due to its low price for the latest trends perception. The enigma is that Zara is not a big advertising spender and instead builds awareness through word-of-mouth and retail presence.
51	61		United States	Food	6,731	10%
		Wrigley has seen most of its growth come from foreign markets, with more than 60 percent of sales coming from outside of the U.S. Orbit varieties are on a continuous flavor rollout, with new flavors added or cut each year based on consumer feedback and buying power. This year, Wrigley has embraced the fruit flavored gum trend, working to introduce a new line of its signature Extra brand along with the launch of Orbit Mist. It also continues to promote its brands as part of a healthy lifestyle, with a website feature section called “Benefits of Chewing.” Under the new ownership of the Mars umbrella of brands, Wrigley will take on the non-chocolate confectionary brands, including Skittles, Starburst, Tunes, Lockets, Rondo, Kenman, Swinkles, and Lucas.
52	57		United States	Personal Care	6,550	2%
		Colgate boasts a 10 percent revenue increase in its oral, personal, and home care categories. Despite price point and general competitor pressure, Colgate reports that its toothpaste has gained market share in countries including the United States, Mexico, Brazil, and China, with record equity in the U.S. for whitening toothpastes. Colgate continues sponsorship of dental conventions and dental professionals to promote its image as the reference brand for oral health products.
53	55		France	Financial Services	6,525	-7%
		AXA has made great efforts to stabilize its business by consolidating and restructuring across the globe. This has resulted in a new financial advisory and insurance service, Bluefin, which integrates a number of AXA-backed companies, and the rollout of a new corporate communications strategy. In addition to streamlining its portfolio, AXA is currently in a watching-and-waiting mode as it tries to reassess its long-term goals and restore consumer confidence. Accordingly, the brand has not entered any new markets.
54	52		United States	Media	6,523	-9%
		MTV is synonymous with youth and change. The brand is attempting to stay fresh and relevant to its target customers by drawing real time online audience insights with the help of new partner, Collective Intellect. A slate of new programming targeted at the millennial generation aims to turn around the network’s recent ratings decline, and reestablish the brand’s connection with its core audience of 12- to 34-year-olds. MTV continues to invest in new media, with offerings like its “MTV soundtrack” site, which lists all songs that air on the network’s shows, and offers the opportunity to purchase them direct from iTunes. The brand has bounced back from slumps in the past–although continued and lasting success this time will depend on whether or not its innovations resonate with today’s increasingly fickle youth.
55	53		Germany	Automotive	6,484	-8%
		Due to its wide market coverage, Volkswagen has benefited from government incentive schemes around the world. The question remains as to how well a car company can maintain demand and service its heavy borrowing and capital requirements. Possible integration with Porsche poses serious risks to management focus given the identification of cost saving synergies drawn from the combined group, which may impact the customer experience. With these sources of uncertainty, the brand has been marked down. Still, it has a strong position in markets like China and Brazil and has announced its intent to become the number one carmaker worldwide in sales volume by 2018. There are signs that the road ahead looks good too. The Tiguan SUV success story confirms that, despite being a latecomer in the small SUV segment, its quality vehicles meet customers’ taste like no other. Volkswagen is keeping pace in new driving technologies as well. With its BlueMotion program and its LPG and EcoFuel engines, it already offers a fuel-efficient concept.
56	59		United States	Computer Hardware	6,431	1%
		There has been a slowdown in office equipment sales, but Xerox’s moves to cut costs put it in a good position early on. But competitors are facing the same challenges. As the category leader, Xerox is still assessing and attacking challenges before they arise. Xerox just introduced a new series of printers for enterprise customers that are built around a novel, environmentally friendly technology that is cleaner, costs less, and is more reliable.
57	42		United States	Financial Services	6,399	-26%
		The financial crisis hit Morgan Stanley’s brand leadership position. Despite a strong performance in core business segments, the firm has reported two consecutive negative quarters. Morgan Stanley’s move to form a joint venture with SmithBarney shows leadership focus on reformulating strategy. It is to be seen if and how quickly Morgan Stanley can recapture some of the brand strength it has lost.
58	63		Switzerland	Food	6,319	13%
		The world’s largest food company keeps moving ahead by maintaining focus on global growth and development. Doing so has kept its brand top of mind for consumers. One of the top worldwide advertisers, Nestlé is also the leader in food safety and quality. It voluntarily pulls products off the shelves when it doesn’t feel standards have been met. In developing countries, Nestlé launched health, water, and nutrition initiative in partnership with governments and NGOs. Nestlé recently opened an R&D center focused on health in China, and new African headquarters in Kenya.
59	60		France	Luxury	6,040	-5%
		Chanel is expecting some small growth in 2009, although the realities of the market have stunted some of its innovative marketing ambitions. For example, Chanel’s Mobile Art Pavilion, an exhibition of 50 artworks inspired by Chanel bags that garnered much attention, was called off early due to the economy. Additionally, the brand still suffers for its popularity among counterfeiters. Chanel remains the top counterfeit brand in South Korea. However, like other luxury brands, Chanel’s history and heritage helped it remain relatively stable–and familiarity with the brand is likely to explode after the release of the biopic Coco avant Chanel starring Audrey Tautou.
60	66		France	Food	5,960	10%
		Innovation and expansion continue to grow sales for the global food and beverage powerhouse. The leader of fresh dairy (Danone also holds the number two and number three positions for bottled water and medical nutrition respectively) boasts 20 percent market share worldwide. Decline in dairy sales is a risk for the brand, but Danone stays focused on high performing brands like Activia and Actimel, with baby food and medical nutrition bolstering profits. Danone looks poised for more global reach, having recently raised US $4.3 billion–its first capital increase in 22 years.
61	64		United States	Restaurants	5,722	3%
		KFC continues to prosper across Asia, with expanding markets in China and Japan contributing to its gains. Its healthier offerings have also received a fair share of attention this year in the U.S. However, not only did the launch of its Kentucky Grilled Chicken meal become a PR disaster when it could not supply enough coupons to meet demand, but the move towards grilled chicken also risks potential confusion about a company dedicated to offering fried chicken.
62	70		Germany	Sporting Goods	5,397	6%
		Adidas has held up well in the downturn by focusing on innovation and exclusive adidas technology. Some of its popular, newer products include the Supernova Sequence 2, which reduces impact and forces pronation velocity. Other new products include ClimaCool, a material that helps maintain an athlete’s body temperature at a desired 37 degrees, and its co-branding effort with Vespa. Additionally, adidas developed a new fashion line, adidas SLVR, and its Originals line celebrated “60 Years of Soles and Stripes” at Milan Fashion Week Spring/Summer 2009. This year, adidas strengthened its profile in fast developing markets in Asia, Europe, and Latin America. Adidas is particularly growing in China where it is on track to generate over US $1 billion in sales by 2010.
63	73		Canada	Consumer Electronics	5,138	7%
		RIM continues to lead the U.S. smartphone market with the BlackBerry brand. It is first in smartphones globally with around 16 million subscribers worldwide–double from the previous year. Overall, BlackBerry must continue to innovate and push its product line to compete with Apple from a brand standpoint. BlackBerry has made a more compelling case in the past year, and has likely elevated the role that brand plays. BlackBerry continues to be the business phone of choice.
64	65		United States	Internet Services	5,111	-7%
		Through Jerry Yang’s failed tenure, Yahoo! showed its cards and lost its leadership. Yahoo! reported a net loss of US $303 million, or 22 cents a share, compared with a profit of US $206 million, or 15 cents a share, a year ago. As a result, Jerry Yang had to retire as Yahoo! CEO and the company was forced to lay off employees. In the next year, Yahoo! needs to provide consumers with a compelling case as to why it is relevant. Its recent partnership with Microsoft Bing looks like a move in the right direction. The deal should accelerate the pace and scope of Yahoo!’s innovation and give Google a run for its money by combining both companies’ complementary strengths, creating better searching, and improving value for advertisers.
65	67		Germany	Automotive	5,010	-7%
		Audi’s vehicle sales jumped about four percent and its net profit increased 30 percent this year. It sold one million cars in a year for the first time in the company’s history. By 2015 it wants to become number one in the premium segment and surpass its competitors, BMW and Mercedes. To strengthen its market position, it introduced diesel-powered vehicles in the U.S. It continued to complete its model range and plans to launch an even smaller SUV–as well as the A1 and A2 in the compact segment–to target buyers of smaller and efficient vehicles and SUVs. While others are cutting back marketing efforts, Audi increased its advertising budget in the U.S., spending 20 percent more than during the previous year. Nevertheless, the long-term outlook for Audi, in this premium and highly discretionary segment, is not all good news. Pursuing a strategy of range and capacity expansion in a climate of falling demand and oversupply, especially in its German heartland, represents a significant risk to the value of the brand.
66	68		United States	Diversified	5,004	-5%
		Caterpillar has become a bellwether for decline but also recovery. Its business is very much tied to Europe and the U.S. where there are declining markets. The company posted surprisingly good numbers last quarter after reducing workforce costs, but its revenue is still down. The question is whether the brand can successfully leverage its strong Western presence and begin to capture emerging opportunities. It has already made efforts to expand into China, as well as other regions, so it has laid the ground work for growth.
67	69		United States	Personal Care	4,917	-7%
		Product line simplification is pushing Avon into a “less is more” product proposition. Avon struggles to innovate and gain market share against higher-ranked L’Oréal, but its growing sales force (with former employees from other struggling industries) adds strength to its direct selling channel. Avon has increased advertising investment, and supported product launches and charity causes with continued celebrity endorsement. “Smart value” is Avon’s angle on innovation as it picks up revenue in Latin America and China.
68	71		Switzerland	Luxury	4,609	-7%
		There’s no doubt that luxury watch sales are suffering. Clothing and accessories have proved more durable during this recession, but jewelry, in particular, is suffering due to the fact that it’s a more costly purchase that can be postponed. Still, despite decreasing sales, Rolex continues to invest in its brand through sponsorships like Wimbledon. It also avoided the risk of compromising the integrity of its brand through price drops by personally purchasing back inventory from dealers who struggled to sell Rolex watches. The move puts Rolex in a good position. Its short-term losses are likely to be countered with a steady recovery.
69	72		Republic of Korea	Automotive	4,604	-5%
		Hyundai has polished its image over the last year with ambitious product launches and high-visibility marketing efforts. The Genesis, which launched in Korea and the U.S., supported by three Super Bowl advertising spots, is the brand’s first US $30,000-plus sedan. The hugely successful “Assurance” campaign, built around a promise to buy back a new Hyundai from a customer if they lost their job, was truly innovative and struck a chord with the market in the midst of the economic downturn. Hyundai has ambitious plans to leapfrog Toyota in green technologies in the U.S. market by 2015, in hopes that this strategy will win a loyal audience. Its global sponsorship of the upcoming 2010 World Cup in South Africa will continue to build awareness and familiarity.
70	76		France	Luxury	4,598	1%
		Leather goods–the brand’s archetypical offering–are holding up relatively well in the recession. However, Hermès’ strong performance in leather, accessories, and scarves was offset by weaker performance in perfumes, watches, and tableware. In line with the category as a whole, the Asia Pacific region is driving Hermès’ performance, while sales in the Americas are on the decline. Store openings and renovations are taking place in 2009, especially in Asia. In an effort to diversify, Hermès has signed an agreement with a luxury yacht designer to help develop innovative projects in the yachting world.
71	74		United States	Personal Care	4,404	-5%
		Kleenex maintains overall performance, increasing sales by 30 percent in developing and emerging markets and diversifying its consumer participation campaigns. With lower price competitors and private labels angling to gain market share in current economic conditions, Kleenex is asking consumers to “Feel the difference.” The brand synonymous with its product used proprietary technology to increase softness and strength and create a new product: Kleenex Facial Tissue with Lotion. It plans to extend this into other products in the Kleenex portfolio. Kleenex also reminded consumers why “It feels good to feel” by launching its largest sampling campaign, in-store, in-home, and online with user-generated “memories” and designs. Additionally, it is developing visual trends, which match patterns and textures to consumers’ lifestyles.
72	41		Switzerland	Financial Services	4,370	-50%
		UBS has been hit hard on all fronts. It is buckling under the weight of poor financial performance and an international tax conflict. Despite assistance from the Swiss government, the bank has not invested money in supporting the brand. Brand trust and attachment is consequently lower than ever. Recent developments resulted in the loss of key talent to rival institutions. Even if UBS manages to regain stability, it will have a difficult time rebuilding trust in the brand.
73	50		United States	Automotive	4,337	-43%
		The credit crisis has significantly dampened sales even of an iconic brand like Harley-Davidson. Revenues fell for the second consecutive year. While sales growth in particularly bouyant markets like Latin America helped, a 13 percent sales plummet in the U.S. hit hard. The company continues to focus on reinforcing its heritage, which remains strong, by opening a Harley-Davidson Museum in its hometown of Milwaukee to coincide with the 105th anniversary of the company, and creating a 1940s inspired Cross Bones bike. It has also been making strides to appeal to younger customers, with the launch of the Iron 883 in January (with a suggested retail price under US $8,000) and the Dark Custom.
74	75		Germany	Automotive	4,234	-8%
		Porsche announced its best business performance in its history in 2008, with sales in China jumping a whopping 90 percent, despite a decline in sales in the U.S. and Germany. It continues to introduce new models, with plans to appeal to a wider, more family-oriented audience through its launch of the first four-door in the company’s history. But there are always risks when diversifying a luxury performance automotive brand into, for example, the “family” segment. Porsche has seen unrivaled success with its Cayenne concept, but the question remains as to whether, in the long-term, value growth will come from new vehicle innovation or turning attention to the development of the core 911 offer.
75	78		Japan	Consumer Electronics	4,225	-1%
		Despite harrowing market conditions and a high yen contributing to a net loss of US $4 billion for fiscal 2009, Panasonic looks positioned to emerge strongly when the economy turns. 2008 saw the company gain access to advanced battery and solar technologies in acquiring a majority stake in rival Sanyo (it’s currently unclear whether the Sanyo brand will be subsumed into Panasonic’s) and consolidate its National range under the Panasonic brand. Panasonic also enhanced its product eco-credentials captured by the internationally renowned “eco ideas” strategy and recognized by the Global 100 Most Sustainable Corporations project. Panasonic continues to pursue strategies targeting the new middle classes in emerging markets and infrastructural technologies in a bid to fend off lower-cost competition.
76	80		United States	Luxury	4,000	-5%
		Tiffany’ s sales declined most significantly in its U.S. stores, and to a lesser degree in Asia Pacific and Europe. This has prompted a cost structure review. The brand continues to receive support, with new stores opening worldwide and the launch of a US $94,000 diamond cell phone. It seems the brand may be trying to move away from its position of “affordable luxury,” and positioning itself as more premium.
77	79		Switzerland	Luxury	3,968	-6%
		Cartier’s loyal high-end consumers have left the brand in relatively good shape during the recession. Now, in an effort to capture the interest of a younger audience as well, Cartier has become one of the first luxury brands to embrace social networking sites. The brand’s MySpace website features exclusive songs from artists such as Lou Reed, Marion Cotillard, and Phoenix. Cartier also focused on sustainability efforts with the launch of its “Love Charity” bracelet. A portion of the sale of each bracelet will be donated to Action Against Hunger. The international, non-governmental, non-religious, non-profit organization tackles hunger in 43 countries worldwide and seeks to alleviate childhood malnutrition.
78	77		United States	Apparel	3,922	-10%
		Economic conditions have forced Gap to make serious price concessions. Gap’s cheap chic is not cheap enough, especially in comparison to Target, Carrefour, or Wal-Mart. Meanwhile, the brand continues to lose ground to brands that have bigger ideas, particularly Zara. In the first quarter, 2009 sales were down 12 percent from 2008, leading to 53 store closures in the U.S. Gap’s brand architecture is also dissolving as functional benefits begin to outweigh brand benefits. 2008’s launch of a universal website which allows customers to purchase from Old Navy, Banana Republic, and Gap in one shopping cart, with one shipping fee, has led to one diluted brand experience.
79	81		United States	Restaurants	3,876	-5%
		Pizza Hut fared well with the increased emphasis on value. This is probably due to revisions of the menu to include value products, as well as differentiated products like pasta and wings. Pizza Hut has also updated the look of its locations to reflect the expanding menu. It has even branded some stores as “The Hut,” removing Pizza from its name on boxes and store signs. The question is whether this will prove to be a good move or one that compromises the core offering of the brand.
80	92		United States	Personal Care	3,847	7%
		Reassurance and trust have become more important positioning equities for Johnson & Johnson this year, and the brand is focusing on relaying this through its messaging. Further integration with Pfizer has allowed the brand to increase its range of products and to actively promote health. The official healthcare sponsor of the 2008 Summer Olympics has increased sales in all geographic and international regions: it holds leading positions in nine of the 15 major categories in which it competes.
81	82		Germany	Financial Services	3,831	-5%
		Despite the sale of Dresdner Bank at a significant loss, Allianz’s financial services segment still managed to contribute a small net profit in the first quarter. The bank reports that it doesn’t require government aid, and a return to its core offerings last quarter has also fostered favorable investor perception. Currently Allianz has plans to expand its offerings and market by moving into the aviation insurance market in Australia and New Zealand, widening its life insurance products into China, and venturing into asset management in India.
82	83		France	Alcohol	3,754	-5%
		Consumers’ switch to cheaper champagne or even cheaper sparkling wines and prosecco, particularly in the developed world, has hurt Moët & Chandon. Still, the brand has continued to invest in its image. While it cut its media spending in 2008, it has leveraged its relationship with the film business by sponsoring film festivals and becoming the official partner of the Academy Awards. It has also attached a face to the brand for the first time in the form of movie star Scarlett Johansson.
83	84		United Kingdom	Energy	3,716	-5%
		BP has tried to position itself as the greenest among the traditional big oil companies and has invested US $8 billion in biofuels and renewable energy in the last five years. Newly branded products like Invigorate, an additive formula that helps clean and protect engines, and the Solar Sail BP demonstration project in China, a science center powered by solar energy, have all helped boost BP’s “green” perceptions. A 2008 study shows that BP tops all other brands in the category. Overall, like Shell, the market is driving the brand’s fall in profit. Its profit has fallen 18 percent.
84	89		United Kingdom	Alcohol	3,698	3%
		Smirnoff continues to be the global vodka of choice. In 2008, it saw an eight percent volume increase and a 12 percent sales increase. It remains one of most marketed spirit brands in the world. It increased its marketing budget in its home country of the U.K. substantially in 2008. Smirnoff also saw success by linking its premium Black Label brand to the James Bond film Quantum of Solace. While Smirnoff still generally relies on the sale of its original vodka, it has been trying out moves to taste infused vodkas as well.
85	88		United States	Consumer Electronics	3,563	-3%
		The private label trading-down effect has negatively impacted Duracell, signaling that the brand is having trouble retaining its attraction to customers who instead go with price as the major decision-maker. Duracell has combated this with a new ad campaign “Trusted Everywhere,” that shows how its product is linked to a heritage of safety, trust, and high performance. Duracell has also announced a new USB Auto Charger that fits almost entirely inside the DC outlet of a car or other vehicle. The charger includes three different connectors to work with a myriad of different devices.
86	98		Germany	Personal Care	3,557	5%
		The “Most Trusted Brand 2009” in 16 European countries, according to Reader’s Digest, continues to demonstrate an ability to adapt to customers’ needs. This year, it saw success with its relaunch of its men’s products, which it updated with a modern and streamlined package design. It also updated its NIVEA Visage line, targeted at girls age 13-19. NIVEA continues to reach out to consumers directly, getting them to test new products and help improve products through market research. It also focused on expanding into fast developing markets, having just inaugurated a new production plant to manufacture body care products in Shanghai. The factory will manufacture products that are specially developed for the Asian market, such as NIVEA for Men, NIVEA Body, and NIVEA Visage.
87	91		Italy	Luxury	3,530	-2%
		Prada, like many luxury brands, is investing in new store openings in cities around the world in an attempt to maintain a relationship and create an emotional connection with consumers through a retail footprint. It is also pulling out all the stops to tempt customers inside its doors. Recently, it invited the world’s most reputable stylists to revamp its stores in key cities such as London, New York, Milan, and Paris. So far, its efforts have kept the brand relatively stable.
88	93		Italy	Automotive	3,527	0%
		The economic environment has had far less impact in the premium sports car segment than the mass segment. People buying something as high-end as a Ferrari are likely to purchase it regardless of the economic climate. Revenues increased 15 percent, profit was up 28 percent, and vehicle delivery increased 1.3 percent from 2008. North America remained Ferrari’s biggest market but sales were up in all regions including Eastern Europe, Japan, and China. Ferrari launched two new models in 2008. One was the California, the brand’s first coupé-cabriolet model. Ferrari also opened new brand stores in major international cities. Still, with pressure on luxury markets the world over, wealth moving from West to East, and new niche automotive brands joining the fray, the long-term market outlook for Ferrari is changing, even if its value remained relatively stable.
89	94		Italy	Luxury	3,303	-6%
		Following others in the sector, Armani is investing significantly in new store openings, including the unveiling of a flagship store in New York. Armani is also diversifying into luxury hotels and resorts with a partnership with Emaar Properties. While the tiered lines within The House of Armani (Emporio Armani, Giorgio Armani, Collezioni Armani, and the fast growing Armani Exchange) appeal to varied audiences at a number of different price points, the diversification sets Armani up for the risk of brand dilution, especially during a recession.
90	85		United States	Restaurants	3,263	-16%
		After 16 years of continuous growth, Starbucks is running out of steam. This year was met with more than 800 store closings and the deepest cost cuts in its history. Nearly 30 percent of Starbucks customers are going less frequently than in the past. 84 percent cited economic reasons. In reaction to new competition from value-focused competitors like McDonald’s and its McCafé, Starbucks has attempted to introduce products focused on value. For instance, Starbucks launched VIA, a new instant coffee, to be sold in Starbucks at lower prices. It also tried out breakfast foods. However, while products such as these may help stimulate Starbucks growth in the short-term, they’ve also contributed to a diluted brand image. It is too soon to tell how the return of founder Howard Schultz will impact the brand in the future.
91	New		France	FMCG	3,235	New
		Thanks to innovation and its partnership with celebrities, Lancôme has regained relevance. As a French brand it has an image of quality and exclusivity. In the past year, Lancôme saw growth in emerging markets. In Russia, nine out of 10 women know the Lancôme brand. The Rénergie line reinforced its position as an anti-aging skin care specialist with strong growth, particularly in Asia. The brand also hit the headlines with the launch of Ôscillation, the first-ever vibrating “power mascara,” which proved an unprecedented success. The arrival of the artist Aaron de Mey as artistic director for make-up (the man who spearheaded the first Pink Irreverence collection) marked a new era of creativity.
92	97		Netherlands	Energy	3,228	-7%
		The economy has put pressure on Shell, which has declined seven percent in brand value. Choice has been driven by its proximity to consumers and less by affinity to the brand. However, while not a high role of brand business, what Shell does it does well. At the consumer end of its organization, it operates one of the world’s largest fuel retail networks with approximately 46,000 service stations in more than 90 countries worldwide. In places like the U.S., the Middle East, and China, the brand stands for innovation and new fuel choices (e.g., V Power). Although Shell is making some efforts to improve its reputation, including investing in developing biofuels, it lags behind competitors. Also, because its downstream business continues to be most profitable, it is still greatly focused on oil and natural gas exploration.
93	New		United States	Restaurants	3,223	New*
		Burger King’s strategy to expand its restaurants around the world, as well as its recent product and marketing innovations, have been profitable. It stretched the brand into a new format, launching the Whopper Bar, a smaller footprint concept celebrating Burger King’s iconic burger where customers can customize their sandwich. Based on global consumer insight, the Whopper Bar corresponded well to expectations and captured the attention of a broad audience, and delivered on the “Have it Your Way” brand promise. This year, Burger King also succeeded in increasing its awareness and positioning among young consumers by using web advertising to present itself as a relevant and cheeky alternative to McDonald’s. While McDonald’s is becoming the conventional fast food for family, Burger King is becoming the nonconformist’s fast food of choice.
94	100		United States	Financial Services	3,170	-5%
		With the advantages of a pay-as-you-go lifestyle, there is a surging popularity of debit card use by American consumers. Visa is well placed to capitalize on the growth, as it controls two-thirds of the U.S. debit card market. Total cards carrying the Visa brand rose 10 percent globally to 1.7 billion over the previous year. Additionally, Visa surged ahead of Mastercard and Capital One in consumer trust. In March 2009, the company unveiled its first global advertising campaign, titled “More people go with Visa,” reflecting the company’s evolution to a single, global company.
95	New		United States	Computer Software	3,161	New
		Adobe achieved record revenue and double-digit growth for the sixth consecutive year. Adobe has grown through stretching its brand into new areas, adapting to its consumer base and attitudes. Brand preference is increasing as sales slump. This is evidenced in the adoption of new innovations such as Adobe AIR, which had 100 million downloads in its first year, and the success of Adobe TV, which debuted in April 2008 to more than 1.5 million views in two months, with video content designed to educate and inspire creative professionals. Adobe has managed to command more than 80 percent market share for online video, due to its ubiquitous Flash software used by YouTube and the majority of other online media sites. The Adobe Media Player, which launched in April 2008 with content from CBS, MTV, PBS, and Scripps Networks, will help maintain its position at the top. Adobe is also spending more and more on its ad campaigns, which often showcase user-generated content.
96	90		Japan	Automotive	3,158	-12%
		Despite a decrease in sales in the U.S. and Europe, Lexus is still the number-one-selling luxury auto brand in the U.S. and the market leader for hybrid cars in the premium segment. Its success is built on a strong reputation for quality and price points that are lower than other European imports. In Europe, sales performance was weak due to its lack of diesel-powered models in the range (unlike BMW and Mercedes, both offering highly popular diesel engines) and the fact that its cars are still sold through Toyota showrooms. Going forward, Lexus is actively trying to move away from its staid image by positioning itself as high performing, sporty, and exciting. To do this, it has launched a new “F” range (which stands for “Flagship”). The first model is the sporty Lexus IS F which retails for US $56,000. Several more F models are in the pipeline, including a luxury sedan and an SUV-wagon crossover. The success of this initiative remains to be seen.
97	New		Germany	Sporting Goods	3,154	New
		PUMA put its best foot forward to compete against Nike and adidas. It has diversified and expanded its range with its new fragrance, Urban Motion, and a new women’s PUMA sailing line. Taking cues from adidas, which enlisted Stella McCartney’s design efforts, PUMA’s collaboration with Alexander McQueen received buzz. Recently, it took this a step further with its acquisition of the Hussein Chalayan fashion label. Chalayan, who won Best British Designer of the year twice, will supervise the creation and design of PUMA’s Sportfashion collection.
98	New		United Kingdom	Luxury	3,095	New*
		Burberry has continued to tap into new markets. It just launched its first children’s wear stores in the U.S. and a new headquarters in New York on Madison Avenue. Likewise, sales rose not just in the U.S., but also in Asia Pacific, the Middle East, and Africa. Burberry’s enhanced focus on denim represents an attempt to diversify by attracting a younger and trendier customer. While sales driven by a strong increase in the outdoor and accessories categories grew enough to secure it a place in this year’s rankings, discounted products have largely driven Burberry’s profits, which can undermine the equity built up in the brand.
99	New		United States	Luxury	3,094	New*
		The brand’s lifestyle appeal continues to allow it to develop and expand products across price tiers and markets without dilution. Although some may deem Polo Ralph Lauren’s role as the official outfitter of the U.S. Olympic team as more elitist than athletic, sponsorships such as this and Wimbledon help to build the brand’s image globally. This year also saw the launch of an iPhone application that lets users experience the glamour of the Ralph Lauren Collection by allowing viewers to look behind the scenes with its backstage pass photo gallery.
100	New		United States	FMCG	3,081	New
		Campbell’s saw big success with its continued promotion of its lower-sodium soups, which launched last year, targeted at a health-conscious, female consumer. With 85 lower-sodium products already, Campbell’s expects to introduce even more in the next months. A focused marketing campaign that positioned it as an iconic, nutritious, and low-cost meal solution stemmed some of the competition it faces from private label brands. So too did its collaboration with Kraft Singles to promote soup and grilled cheese sandwiches as a wallet-friendly meal using coupon inserts. This year, Campbell’s also struck a rare partnership with the film, The Tale of Desperaux, which created some buzz. The company’s plan to aggressively employ shopper insight data to ultimately connect with and influence shopper at point of sale should put Campbell’s in a good position for years to come.

*indicates brands that did not appear in the previous year’s top 100 ranking

A través de Interbrand

I had hoped to go out with a preview of Interbrand’s top global brands ranking for 2009, but didn’t make it in time. That’s too bad as I would have been right on the money in many of my predictions and you would have bowed before me in true Wayne and Garth fashion: “We’re not worthy! We’re not worthy!”

But then again, maybe not. After all, who wouldn’t have been able to predict what we see in this year’s list? I didn’t see much in the way of surprises.

Coca-Cola Holds No. 1 Crown
Coca-Cola is still the king of the brand mountain. That’s ten years running for the behemoth brand. This isn’t by chance. Coca-Cola doesn’t rest on its laurels. In 2008, the company launched some 700 new products and continued to aggressively market and assert its relevance in the world.

Financials, Yawn, Fall
No mouths dropped to the floor with the tumbling taken by financial sector brands. As expected American International Group (AIG) dropped to… well… oblivion! That’s a big fall from No. 54 in last year’s list. Merrill Lynch, formerly No. 34, and ING, formerly No. 86, also dropped off the board.

Google in Next Year’s Top 5?
Google continued its upward trajectory. I felt Google would crack the top 10, which it did. The question in my mind is whether Google will be a top 5 brand in 2010. Chances are good. This is a company that’s in full growth mode with the innovation pedal pushed to the floor.

No Rot in Apple
You won’t find any rot in Apple, which jumped to No. 20 from No. 24. Though Mac sales have fallen, the brand asserted its relevance in record iPod sales and all-time high market share for Mac OS software. This is a brand with iconic status in its category and I expect to see Apple’s brand worth rise even higher, especially with the legendary Steve Jobs back full-time at the helm.

Sony: Free Fallin’?
Sony, by contrast, may be poised for a free fall in the years ahead. Though still ranked in the top 30 at No. 29, Sony is starting to lag behind its competitors in all of the categories where it once dominated. That kind of erosion is significant. Sony was once a speck on the horizon for wannabe competitors. Now, competitors actually have Sony in their rear view mirror. Sony needs to step it up on the innovation front to retake a commanding lead.

Bounce Back for Harley?
Another brand on the decline is Harley-Davidson, which dropped to No. 73 from No. 50. The economy isn’t on the company’s side and poor sales in the U.S. have hurt badly. However, we’re still talking about an iconic brand here… and I believe we’ll see the hog bounce back when turbulent economic waters calm.

$55.5 Billion: Poof, Gone Just like That!
We saw the overall value of Interbrand’s top 100 global brands fall for the first time, by $55.5 billion. That’s a four percent drop. With the world’s economic engine sputtering, that’s no shocker. I don’t know if we’ll see this value recaptured by 2010, do you? I hope so though!

Be sure to stop by Interbrand’s best global brands page where you can download the full report and see the rankings and analysis for yourself.

I’d appreciate hearing your take on Interbrand’s top brands list. Did any of the rankings surprise you? What trends are we seeing? What lessons can we learn from any of the brands increasing or decreasing in value?

Disclaimer per aspiranti imprenditori e responsabili marketing: non fate naming come descritto di seguito, meglio seguire le indicazioni di Interbrand o di Nomen, o chiedere aiuto a Beatrice Ferrari.

Sollecitata dal curioso Beppe (che si è amaramente pentito di avermi interrogato) e punzecchiata da Filippo, ho deciso di chiarire una volta per tutte perchè Bonucchi e associati srl si chiama Bonucchi e associati.

Tanti tanti anni fa, quando lavoravo in azienda, casa mia era luogo di aggregazione e cene praticamente settimanali riservate al gruppo degli expat (cioè non vicentini). Non erano cene formali e venivano decise al volo tra un ufficio e l’altro, preferibilmente nel giorno che precedeva l’apparizione della super colf, la sig.ra Francesca. Successe che qualcuno, non volendo sembrare troppo esplicito davanti a consulenti o fornitori, invece che chiedere “andiamo a cena da Rita” cominciò a dire “stasera c’è una conferenza da Bonucchi e associati” oppure “ci sei alla riunione da Bonucchi e associati?”. Il riferimento scherzoso era certamente la struttura che ci forniva servizi di ufficio stampa, Meneghini e associati.

Qualche anno più tardi, dopo una diaspora generale, qualcuno lavorava a New York e qualcuno a Ortisei. Usavamo il fax per stare in contatto e quasi tutti lo avevamo anche a casa. Io avevo un aggeggio monumentale Panasonic, i fax che ne uscivano avevano la copertina che indicava

to the kind attention of: dott. Bonucchi

company: Bonucchi e associati

Naturale che quando ho deciso di mettermi in proprio non mi sia nemmeno passato per la testa di attivare un processo di naming, un po’ per scaramanzia e un po’ per scherzo poteva chiamarsi solo Bonucchi e associati.

Apple (AAPL) is up, as are Google (GOOG), Amazon (AMZN) and to a lesser extent Research in Motion’s (RIMM) BlackBerry.

Microsoft (MSFT), Dell (DELL) and Yahoo (YHOO) are down.

Such are the high-tech highlights of the 2009 edition of Interbrand’s annual listing of the top 100 “best global brands.”

Google (up 25%) is the big winner, followed closely by Amazon (up 22%). Dell (down 12%) was the biggest loser.

Apple, whose name is now valued by Interbrand at $15.443 billion, up $1.6 billion (12%) from last year, jumped four places to break into the top 20 for the first time.

“The recession won’t take a bite out of this Apple,” wrote Interbrand, employing a metaphor that’s not exactly brand new. “Declining Mac sales and fears for the company’s future without brand visionary Steve Jobs, were outweighed by record high iPod sales, doubling sales for the iPod Touch, and all-time high market share for Mac OS software. Price might be a barrier for cost-conscious consumers, but Apple responded quickly with high margin, low-priced products like the US $99 iPhone and a new, voice-activated iPod Shuffle.”

Below the fold: The tech results in bar graph form.

Source: Interbrand

Interbrand, a division of Omnicom (OMC), is a consulting firm that has been estimating the value of the biggest brand names for 20 years. For a description of their methodology, click here.

Nokia steadily remained at 5 for the last three years

Interbrand, an international brand consultancy, have released the Best Global Brand rankings for this year 2009. Coca-Cola and Mcdonald’s are both having the lead in the fast food category despite the recession. IBM, Microsoft, Google and Nokia were also in the top ten. Google being the biggest winner climbing from 10th to 7th spot apart from getting 25% boost on it’s brand value. Nokia has always been consistent in getting into the top five for the last three years. Despite the downfall of the technology demand, computer hardware giant Intel still gained the 9th spot from the last years 7th.

Top 10 global brands and values in US$:

Current – Last Year – 2009 Brand Value

1. (1) Coca-Cola 68.7 billion
2. (2) IBM 60.2 billion
3. (3) Microsoft 56.6 billion
4. (4) GE 47.7 billion
5. (5) Nokia 34.8 billion
6. (8) McDonald’s 32.2 billion
7. (10) Google 31.9 billion
8. (6) Toyota 31.3 billion
9. (7) Intel 30.6 billion
10. (9) Disney 28.4 billion

Go to Interbrand for the complete list.

BusinessWeek and Interbrand teamed up for their annual list of 100 best global brands. From number 1, Coca-Cola, to Campbell’s, ranked 100 this year, company news and brand strategies are reviewed, illustrating how brands like Polo Ralph Lauren in at number 99, with it’s newly designed Web site, and Nike and it’s eco-friendly line of apparel, at number 26, secured their rankings. Other brands on the list include Armani, number 89, with a luxury hotels and resorts expansion; Smirnoff at number 84, thanks to less expensive offerings and ready made cocktails; and Johnson & Johnson’s added global exposure with it’s 2008 Olympics sponsorship puts them at number 80.

Also check out the Behind the Story podcast.

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