A decade of best global brands
Interbrand has issued the 2009 best global brands study. Their methodoloy is to calculate the brand earnings (less operating and capital costs), multiplied by a brand strength score which is a combination of market, leadership, trend, diversification, support, stability, and protection.
Nokia is on the 5th place for the 3rd consecutive year. Interbrand has a really nice animation where you can track each top 20 company's progress in this research since 2000. The image below is a screenshot, but if you go to their website and click on "interactive charts", you can hover cursor on each company and see their progress on the chart.
The rollercoaster has taken Nokia from 5th place in year 2000 down to 8th in 2004. Since then Nokia's brand value is up and now steady 5th since 2007. This may surprise some of the US based readers as Nokia's brand is not strong in that region. But globally it is. For example, Nokia was recently voted the most trusted brand in India for the second year running in the Brand Equity Most Trusted Brands (MTB) Survey. Being #1 in a country of 1 billion people is a big achievement.
The top 10 list in 2009 by Interbrand is:
1. Coca-Cola 68,734 ($m)
2. IBM 60,211 ($m)
3. Microsoft 56,647 ($m)
4. GE 47,777 ($m)
5. Nokia 34,864 ($m)
6. McDonald's 32,275 ($m)
7. Google 31,980 ($m)
8. Toyota 31,330 ($m)
9. Intel 30,636 ($m)
10. Disney 28,447 ($m)
Apple has just now made it as the 20th best brand in the world. This is the first time in Intrerbrand history. Samsung is number 19 just before Apple.
If you're interested in the car industry, this study also paints a painfuly obvious picture for American, European and Japanese car brands. See what has happened to Ford, Toyota and BMW. Toyota's rise from 15 th to 8th is all thanks to Prius and their investment in sustainable thinking. Ford's crash from 7th through the floor ,off the chart , is thanks to completely ignoring people's willingness to buy environmentally friendly products.
Nokia is on the 5th place for the 3rd consecutive year. Interbrand has a really nice animation where you can track each top 20 company's progress in this research since 2000. The image below is a screenshot, but if you go to their website and click on "interactive charts", you can hover cursor on each company and see their progress on the chart.
The rollercoaster has taken Nokia from 5th place in year 2000 down to 8th in 2004. Since then Nokia's brand value is up and now steady 5th since 2007. This may surprise some of the US based readers as Nokia's brand is not strong in that region. But globally it is. For example, Nokia was recently voted the most trusted brand in India for the second year running in the Brand Equity Most Trusted Brands (MTB) Survey. Being #1 in a country of 1 billion people is a big achievement.
The top 10 list in 2009 by Interbrand is:
1. Coca-Cola 68,734 ($m)
2. IBM 60,211 ($m)
3. Microsoft 56,647 ($m)
4. GE 47,777 ($m)
5. Nokia 34,864 ($m)
6. McDonald's 32,275 ($m)
7. Google 31,980 ($m)
8. Toyota 31,330 ($m)
9. Intel 30,636 ($m)
10. Disney 28,447 ($m)
Apple has just now made it as the 20th best brand in the world. This is the first time in Intrerbrand history. Samsung is number 19 just before Apple.
If you're interested in the car industry, this study also paints a painfuly obvious picture for American, European and Japanese car brands. See what has happened to Ford, Toyota and BMW. Toyota's rise from 15 th to 8th is all thanks to Prius and their investment in sustainable thinking. Ford's crash from 7th through the floor ,off the chart , is thanks to completely ignoring people's willingness to buy environmentally friendly products.
Posted by Petra S at 9/22/2009 9:01 AM 
Categories: Phones'n'Stuff
Tags: Nokia Green technology Sustainability
Categories: Phones'n'Stuff
Tags: Nokia Green technology Sustainability
Ford lost its brand value due to quality (lack thereof.) Toyota gained most of its brand value due to quality btw. 2000 - 2004, when Prius sales were only emerging. Since the 2000-2004 jump (from #15 to #9), Toyota has gained and lost brand value, so one could then also conclude that focus on "Green technology" and "Sustainability" have hurt Toyota (if that is to be the primary contributor to car companies' brand values.)
Wrt. the MTB Survey: so Nokia beat #2 toothpaste (Colgate) and #3 soap (Lux)? Once those 1B consumers gain a higher standard of living, they'll probably migrate to Blackberries and iPhones, just like how the US high-end cell market has evolved from Motorola et al devices.
The real success stories in the Interbrand Top 20 list are Apple, Samsung, Louis Vuitton and Google: in 2001, Apple was #49, Samsung #42, LV #38. Google was #38 in 2005 and BMW was #22 in 2001.
Momentum matters.
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That's a awesome article on nokia. I enjoyed the article a lot while reading.
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I’m surprised IBM is gaining on Microsoft in recent years, I think Vista was an obvious setback for Microsoft. I expect google to continue to rise to the top in about ten years time the way things are going.
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Having a 1 billion votes for one country is very good enough for a company. 1 billion votes only for India what else for the other countries. Well here in our country nokia is also the most trusted brand of cellphone..
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Its good to see that manufacturers of Scientific equipment are on the list !.
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That's a good news for the company! By having the award they should do more about the company to remain on the list.
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