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The Best Global BrandsThe Best Global Brands

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What is Brand?What is Brand?

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A brand is a promise of trust; it delivers aA brand is a promise of trust; it delivers apledge of satisfaction and quality.pledge of satisfaction and quality.

OrOr

A brand is a collection of perception in theA brand is a collection of perception in themind of customer.mind of customer.

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A brand is intangible. We know a brandA brand is intangible. We know a brandthrough the impression it makes on us andthrough the impression it makes on us andothers. A strong brand can help protect theothers. A strong brand can help protect thebusiness from risk, and position it for futurebusiness from risk, and position it for future

growth.growth.

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Importance of a Brand to aImportance of a Brand to aCompanyCompany

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1. Brands are among a companys most1. Brands are among a companys mostvaluable assets.valuable assets.

2. Strong brands have the power to create2. Strong brands have the power to createreal and sustainable competitive advantage.real and sustainable competitive advantage.

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3. Brands drive revenue growth by ensuring3. Brands drive revenue growth by ensuringhigher demand and market share.higher demand and market share.

4. Brands help to improve margins by4. Brands help to improve margins bycommanding premium prices and bettercommanding premium prices and bettersupplier terms.supplier terms.

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5. Strong brands create differentiation that5. Strong brands create differentiation that

allows companies to overcomeallows companies to overcomecommoditization and reduce overallcommoditization and reduce overall

business risk.business risk.

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Top 25 brands in the worldTop 25 brands in the world

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Rank

2009

Brand Country

oforigin

Sector Brand

value($m)

% brand

valuechange

1 Google Unitedstates

Internetservices

100,039 16%

2 Microsoft Unitedstates

Computersoftware

76,249 8%

3 Coca-cola

Unitedstates

beverages 67,625 16%

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44 IBMIBM UnitedUnited

statesstates

ComputerComputer

servicesservices

66,62266,622 20%20%

55 McDonaldsMcDonalds UnitedUnitedstatesstates

restaurantsrestaurants 66,57566,575 34%34%

66 AppleApple UnitedUnitedstatesstates

ComputerComputerhardwarehardware

63,11363,113 14%14%

77 ChinaChina MobileMobile ChinaChina Consumer Consumerelectronicselectronics

61,28361,283 7%7%

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8 GE United

states

diversified 59,793 -16%

9 Vodafone Unitedstates

telecom 53,727 45%

10 Marlboro United

states

tobacco 49,460 33%

11 Wal-Mart Unitedstates

Retail industry 41,083 19%

12 ICBC 38,056 36%

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1313 NOKIANOKIA FinlandFinland Consumer Consumer

electronicselectronics

35,16335,163 --20%20%

1414 TOYOTATOYOTA JapanJapan automotiveautomotive 29,90729,907 --15%15%

1515 UPSUPS UnitedUnitedstatesstates

transportationtransportation 27,84227,842 --9%9%

1616 BlackberryBlackberry CanadaCanada ConsumerConsumer

electronicselectronics

27,47827,478 100%100%

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1717 hphp UnitedUnited

statesstates

ComputerComputer

hardwarehardware

26,74526,745 --9%9%

1818 BMWBMW GermanyGermany automotiveautomotive 23,94823,948 --15%15%

19

19 SAPSAP

Germany

Germany Computer Computersoftwaresoftware 2

3,615

23,615

9%9%

2020 DisneyDisney UnitedUnitedstatesstates

mediamedia 23,11023,110 --3%3%

2121 TESCOTESCO 22,93822,938 --1%1%

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2222 GilletteGillette UnitedUnited

statesstates

PersonalPersonal

carecare

22,91922,919 6%6%

2323 IntelIntel UnitedUnitedstatesstates

ComputerComputerhardwarehardware

22,85122,851 4%4%

2424 ChinaChinaconstructionconstructionbankbank

chinachina FinancialFinancialservicesservices

22,81122,811 16%16%

2525 ORACLEORACLE UnitedUnited

statesstates

ComputerComputer

softwaresoftware

21,43821,438 --6%6%

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ConclusionConclusion

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In a year of global economic turmoil, whenIn a year of global economic turmoil, when

every key financial indicator plummeted, theevery key financial indicator plummeted, thevalue of the top 100 brands increased by 2%value of the top 100 brands increased by 2%to $2 trillion. This result affirms the resiliencyto $2 trillion. This result affirms the resiliency

of brands.of brands.Even when money is tight, people are stillEven when money is tight, people are still

willing to pay for things that they perceive towilling to pay for things that they perceive tobe of value.be of value.

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Thank youThank you