Marketing Communications

44 CHAPTER 2 BRANDING

Table 2.1 Top 25 brands worldwide

2011

rank

2010

rank

Brand Country

of origin

2011 brand

value ($M)

Change in

brand value (%)

1 1 Coca-Cola USA 71 861 2

2 2 IBM USA 69 905 8

3 3 Microsoft USA 59 087 − 3

4 4 Google USA 55 317 27

5 5 General Electric USA 42 808 0

6 6 McDonald’s USA 35 593 6

7 7 Intel USA 35 217 10

8 17 Apple USA 33 492 58

9 9 Disney USA 29 018 1

10 10 HP USA 28 789 6

11 11 Toyota Japan 27 764 6

12 12 Mercedes Germany 27 445 9

13 14 Cisco USA 25 309 9

14 8 Nokia Finland 25 071 − 15

15 15 BMW USA 24 554 10

16 13 Gillette USA 23 997 3

17 19 Samsung South Korea 23 430 20

18 16 Yves Saint Laurent France 23 172 6

19 20 Honda Japan 19 431 5

20 22 Oracle USA 17 262 16

21 21 H&M Sweden 16 459 2

22 23 PepsiCo USA 14 590 4

23 24 American Express USA 14 572 5

24 26 SAP Germany 14 542 14

25 25 Nike USA 14 528 6

Source : Adapted from Interbrand, Best Global Brands 2011, http://www.interbrand.com/nl/best-global-brands/best-global-brands-2008/

best-global-brands-2011.aspx (accessed July 2012).

and enticing packaging, (3) being able to rebound from a crisis and (4) being the most inspiring brand. This may

not be too surprising: Apple’s iPods, iPhone and MacBook bridged the gap between being cool and being a mass

product. Moreover, Apple Genius bars exceeded customers’ expectations of what after-sales service can be. With

its iPad, Apple moved on in the same direction, further creating innovative products that seamlessly fit in with

people’s lifestyles. In 2012 Apple came out as the most valuable brand in Millward Brown Optimor’s BrandZ™

survey. The second most valuable brand was Google, whereas the fastest-growing brands were Facebook and Baidu

(i.e. China’s Google); 30% of the BrandZ top 100 brands were to be technology brands.^15

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