Thứ Tư, 27 tháng 11, 2013
Interbrand
Founded in 1974, Interbrand is the world’s leading brand consultancy.
With nearly 40 offices in 27 countries, Interbrand’s combination of
rigorous strategy, analytics, and world-class design enables it to
assist clients in creating and managing brand value effectively, across
all touchpoints, in all market dynamics. Interbrand is widely recognized
for its annual Best Global Brands report, the definitive guide to the
world’s most valuable brands, as well as its Best Global Green Brands
report, which identifies the gap between customer perception and a
brand’s performance relative to sustainability. It is also known for
having created brandchannel.com, a Webby-award winning resource about
brand marketing and branding. For more information on Interbrand, visit http://www.interbrand.com/en/.
Một số kết luận khác từ bảng xếp hạng của Interbrand
Technology dominates as the most valuable sector overall, with a combined brand value USD $443.154 billion
Out of this year’s top 10 brands, seven hail from the tech sector. Furthermore, four tech brands make up this year’s top five rising brands: Facebook (#52, +43%), Google (#2, +34%), Apple (#1, +28%), and Amazon, (#19, +27%). Tech brands continue to dominate Interbrand's Best Global Brands report – underscoring the fundamental and invaluable role they play in consumers' lives. Due to its commitment to product innovation and its massive marketing spend, Samsung (#8, +20%) has surpassed Apple in smartphone sales and appears to be leading the tech sector in terms of connectivity and home automation. Samsung, which had one of the strongest increases of absolute brand value this year, continually anticipates what consumers will desire next. Despite the strong performance of many brands in this sector, a number of tech and consumer electronic brands did not rise, or even earn a position, on this year’s ranking. Most notably, one-time category leaders, Yahoo! and Blackberry fell off this year's ranking entirely, while Nokia (#57, -65%) experienced the largest decline in brand value in the history of Best Global Brands. Nintendo (#67, -14%), and Dell (#61, -10%) also experienced a decline in brand value. In the fast-changing world of mobile, digital, and social media, these brands have struggled to articulate their respective attributes and deliver meaningful and seamless experiences across all platforms and touchpoints.
Luxury brands stay strong
Despite the fact that China’s GDP growth has slowed, luxury brands performed solidly in this year’s Best Global Brands ranking. Seven of this year's 100 most valuable brands hail from the luxury sector, and each increased its brand value by five percent or more. The top luxury brands of 2013 include: Louis Vuitton (#17, +6%), Gucci (#38, +7%), Hermes (#54, +23%), Cartier (#60, +26%), Prada (#72, +30%), Tiffany & Co. (#75, +5%), and Burberry (#77, +20%). Key drivers of growth for the luxury sector are likely due to a renewed sense of consumer confidence, increased store openings –particularly in the US and China — as well as the brands’ strong focus on linking the brick-and-mortar and digital brand experiences each has to offer.
Financial Services: Is consumer confidence on the rise?
Eight of the 11 financial services brands in this year’s Best Global Brands ranking experienced an uptick in brand value. American Express leads the category at #23 and increased its brand value by 12 percent. The other top risers in the financial services sector include HSBC (#32, +7%), Goldman Sachs (#44, +12%), Citi (#48, +5%), AXA (#59, +5%), Allianz (#63, +8%), Visa (#74, +11%) and MasterCard (#97, +8%). And while many brands' external messaging reflect a primary goal of "rebuilding trust,” studies confirm that the industry, as a whole, may already be well on its way. As of May 2013, the Chicago Booth/Kellogg School Financial Trust Index found Americans' trust in the financial services sector had risen 13 percent since 2012. Still, some financial services brands like Morgan Stanley (#71, -21%) continue to struggle. In order to continue strengthening relationships with key constituencies, leaders of financial services brands must focus on clearly identifying their competitive advantages while ensuring transparency and consistency in their operations and interactions with stakeholders.
Automotive: Nine automotive brands experience double-digit growth
14 of the top 100 most valuable global brands hail from the automotive sector, including Toyota (#10, +17%), Mercedes-Benz (#11, +6%), BMW (#12, +10%), Honda (#20, +7%), Volkswagen (#34, +20%), Ford (#42, +15%), Hyundai (#43, +20%), Audi (#51, +8%), Porsche (#64, +26%), Nissan (#65, +25%), Kia (#83, +15%), Chevrolet (#89, NEW), Harley-Davidson (#96, +10%), and Ferrari (#98, +6%). Of these 14 automotive brands, nine experienced double-digit percentage increases in terms of brand value. The auto industry has been on a steady path to recovery after experiencing production setbacks due to two natural disasters, both of which led to severe shortages of vehicles and parts. Nonetheless, US car sales jumped by more than 13 percent in 2012, the fastest growth rate in more than two decades. For the second consecutive year, Toyota is the top ranking brand within the automotive sector. The Japanese automaker, a fuel economy leader, also topped Interbrand’s 2013 Best Global Green Brands ranking and continues to demonstrate strength in driving customers to dealerships. While Toyota suffered a number of setbacks this year (including a boycott in China and its largest single recall ever), it quickly recovered and went on to reclaim its global sales leadership position—a testament to the automaker’s resilience, leadership position, and enduring appeal. Other automotive brands that experienced strong growth in terms of brand value were Porsche and Nissan. Porsche increased its brand value by 26 percent and Nissan increased its brand value by 25 percent. As previously noted, US automaker, Chevrolet, earned a position on the Best Global Brands ranking for the first time.
Best Global Brands 2013 Website
Detailed brand profiles, thought leadership articles, interactive charts, and interviews with brand leaders from around the world are available at bestglobalbrands.com.
Out of this year’s top 10 brands, seven hail from the tech sector. Furthermore, four tech brands make up this year’s top five rising brands: Facebook (#52, +43%), Google (#2, +34%), Apple (#1, +28%), and Amazon, (#19, +27%). Tech brands continue to dominate Interbrand's Best Global Brands report – underscoring the fundamental and invaluable role they play in consumers' lives. Due to its commitment to product innovation and its massive marketing spend, Samsung (#8, +20%) has surpassed Apple in smartphone sales and appears to be leading the tech sector in terms of connectivity and home automation. Samsung, which had one of the strongest increases of absolute brand value this year, continually anticipates what consumers will desire next. Despite the strong performance of many brands in this sector, a number of tech and consumer electronic brands did not rise, or even earn a position, on this year’s ranking. Most notably, one-time category leaders, Yahoo! and Blackberry fell off this year's ranking entirely, while Nokia (#57, -65%) experienced the largest decline in brand value in the history of Best Global Brands. Nintendo (#67, -14%), and Dell (#61, -10%) also experienced a decline in brand value. In the fast-changing world of mobile, digital, and social media, these brands have struggled to articulate their respective attributes and deliver meaningful and seamless experiences across all platforms and touchpoints.
Luxury brands stay strong
Despite the fact that China’s GDP growth has slowed, luxury brands performed solidly in this year’s Best Global Brands ranking. Seven of this year's 100 most valuable brands hail from the luxury sector, and each increased its brand value by five percent or more. The top luxury brands of 2013 include: Louis Vuitton (#17, +6%), Gucci (#38, +7%), Hermes (#54, +23%), Cartier (#60, +26%), Prada (#72, +30%), Tiffany & Co. (#75, +5%), and Burberry (#77, +20%). Key drivers of growth for the luxury sector are likely due to a renewed sense of consumer confidence, increased store openings –particularly in the US and China — as well as the brands’ strong focus on linking the brick-and-mortar and digital brand experiences each has to offer.
Financial Services: Is consumer confidence on the rise?
Eight of the 11 financial services brands in this year’s Best Global Brands ranking experienced an uptick in brand value. American Express leads the category at #23 and increased its brand value by 12 percent. The other top risers in the financial services sector include HSBC (#32, +7%), Goldman Sachs (#44, +12%), Citi (#48, +5%), AXA (#59, +5%), Allianz (#63, +8%), Visa (#74, +11%) and MasterCard (#97, +8%). And while many brands' external messaging reflect a primary goal of "rebuilding trust,” studies confirm that the industry, as a whole, may already be well on its way. As of May 2013, the Chicago Booth/Kellogg School Financial Trust Index found Americans' trust in the financial services sector had risen 13 percent since 2012. Still, some financial services brands like Morgan Stanley (#71, -21%) continue to struggle. In order to continue strengthening relationships with key constituencies, leaders of financial services brands must focus on clearly identifying their competitive advantages while ensuring transparency and consistency in their operations and interactions with stakeholders.
Automotive: Nine automotive brands experience double-digit growth
14 of the top 100 most valuable global brands hail from the automotive sector, including Toyota (#10, +17%), Mercedes-Benz (#11, +6%), BMW (#12, +10%), Honda (#20, +7%), Volkswagen (#34, +20%), Ford (#42, +15%), Hyundai (#43, +20%), Audi (#51, +8%), Porsche (#64, +26%), Nissan (#65, +25%), Kia (#83, +15%), Chevrolet (#89, NEW), Harley-Davidson (#96, +10%), and Ferrari (#98, +6%). Of these 14 automotive brands, nine experienced double-digit percentage increases in terms of brand value. The auto industry has been on a steady path to recovery after experiencing production setbacks due to two natural disasters, both of which led to severe shortages of vehicles and parts. Nonetheless, US car sales jumped by more than 13 percent in 2012, the fastest growth rate in more than two decades. For the second consecutive year, Toyota is the top ranking brand within the automotive sector. The Japanese automaker, a fuel economy leader, also topped Interbrand’s 2013 Best Global Green Brands ranking and continues to demonstrate strength in driving customers to dealerships. While Toyota suffered a number of setbacks this year (including a boycott in China and its largest single recall ever), it quickly recovered and went on to reclaim its global sales leadership position—a testament to the automaker’s resilience, leadership position, and enduring appeal. Other automotive brands that experienced strong growth in terms of brand value were Porsche and Nissan. Porsche increased its brand value by 26 percent and Nissan increased its brand value by 25 percent. As previously noted, US automaker, Chevrolet, earned a position on the Best Global Brands ranking for the first time.
Best Global Brands 2013 Website
Detailed brand profiles, thought leadership articles, interactive charts, and interviews with brand leaders from around the world are available at bestglobalbrands.com.
2013 TOP RISING BRANDS: Facebook, Google, Prada, Apple, Amazon
Facebook (#52, +43%): As the leading (and only)
social media brand to claim a position on this year’s Best Global Brands
ranking, Facebook has succeeded in boosting both revenue and earnings
per share in the past year—and has surpassed Wall Street's expectations
in the process. Facebook also increased its global user base by 26
percent since its IPO over a year ago. Around the world, the brand
continues to see an increase in users, with the Asia-Pacific region
experiencing the largest growth. Facebook’s mobile users also grew by 51
percent in the past year and mobile ads are poised to account for more
than half of the social media giant's advertising dollars. With former
Google executive Gary Briggs recently named the company's first CMO and
by acquiring companies like Instagram, Facebook’s growth is likely to
continue for years to come.
Google (#2, +34%): Due to evolutionary changes to its core offerings (Search, Android, and Gmail) and new innovations like Google Glass and its self-driving car, Google’s brand value increased by 34 percent – making it this year’s #2 brand and the second top rising brand after Facebook. By continuing to move beyond search and by placing big bets on innovation, Google will impact the way its consumers live and behave worldwide – and increase the value of its brand in the process.
Prada (#72, +30%): The iconic Italian luxury fashion brand emerged as Interbrand’s third top riser this year with a brand value increase of 30 percent—just behind top-rising technology brands Facebook and Google. Prada’s increase in brand value reflects the organization’s ability to strike a harmonious (and profitable) balance between honoring its Italian heritage and producing innovative and cutting-edge designs. By effectively intertwining its digital and physical touchpoints and with the Prada Foundation’s support of the art world, Prada has been able to engage with its customers in more meaningful ways – and expand its global footprint in the process.
Apple (#1, +28%): Despite having its reputation tarnished by patent spats with Samsung and the Foxconn labor conditions scandal, the Apple brand proved to be resilient and emerged as not only the leader in this year’s Best Global Brands report, but also a top riser. In addition to being resilient, Apple is also prescient – continually anticipating what consumers will want next. To maintain its #1 position over the next year, Apple will have to slow rival Samsung’s momentum in the mobile market and never lose sight of what it does best: “Think different.”
Amazon (#19, +27%): With a brand value increase of 27 percent, Amazon is a top riser in this year’s Best Global Brands report. The e-commerce innovator continues to differentiate itself from rivals by taking on initiatives such as Amazon Appstore, which provides a comprehensive mobile experience for Google Android devices. Amazon has also expanded into new businesses such as original programming, the Kindle line of e-book readers, and same-day grocery delivery service. Such initiatives, if successful, could mean Amazon will play an even greater and more holistic role in its consumers’ future retail experiences.
Google (#2, +34%): Due to evolutionary changes to its core offerings (Search, Android, and Gmail) and new innovations like Google Glass and its self-driving car, Google’s brand value increased by 34 percent – making it this year’s #2 brand and the second top rising brand after Facebook. By continuing to move beyond search and by placing big bets on innovation, Google will impact the way its consumers live and behave worldwide – and increase the value of its brand in the process.
Prada (#72, +30%): The iconic Italian luxury fashion brand emerged as Interbrand’s third top riser this year with a brand value increase of 30 percent—just behind top-rising technology brands Facebook and Google. Prada’s increase in brand value reflects the organization’s ability to strike a harmonious (and profitable) balance between honoring its Italian heritage and producing innovative and cutting-edge designs. By effectively intertwining its digital and physical touchpoints and with the Prada Foundation’s support of the art world, Prada has been able to engage with its customers in more meaningful ways – and expand its global footprint in the process.
Apple (#1, +28%): Despite having its reputation tarnished by patent spats with Samsung and the Foxconn labor conditions scandal, the Apple brand proved to be resilient and emerged as not only the leader in this year’s Best Global Brands report, but also a top riser. In addition to being resilient, Apple is also prescient – continually anticipating what consumers will want next. To maintain its #1 position over the next year, Apple will have to slow rival Samsung’s momentum in the mobile market and never lose sight of what it does best: “Think different.”
Amazon (#19, +27%): With a brand value increase of 27 percent, Amazon is a top riser in this year’s Best Global Brands report. The e-commerce innovator continues to differentiate itself from rivals by taking on initiatives such as Amazon Appstore, which provides a comprehensive mobile experience for Google Android devices. Amazon has also expanded into new businesses such as original programming, the Kindle line of e-book readers, and same-day grocery delivery service. Such initiatives, if successful, could mean Amazon will play an even greater and more holistic role in its consumers’ future retail experiences.
Interbrand công bố danh sách top 100 thương hiệu hàng đầu thế giới
Hàng năm tổ chức Interbrand có công
bố top 100 thương hiệu có giá trị nhất thế giới, ngày 30/09/2013 tổ chức này công bố danh sách lần thứ 14 của họ như sau:
| 2013 Rank | Brand | Brand Value ($m) | |||||
|---|---|---|---|---|---|---|---|
1
|
2 |  |
Apple | United States | Technology | 98,316 | 28% |
2
|
4 |  |
United States | Technology | 93,291 | 34% | |
3
|
1 |  |
Coca-Cola | United States | Beverages | 79,213 | 2% |
4
|
3 |  |
IBM | United States | Business Services | 78,808 | 4% |
5
|
5 |  |
Microsoft | United States | Technology | 59,546 | 3% |
6
|
6 |  |
GE | United States | Diversified | 46,947 | 7% |
7
|
7 |  |
McDonald's | United States | Restaurants | 41,992 | 5% |
8
|
9 |  |
Samsung | South Korea | Technology | 39,610 | 20% |
9
|
8 |  |
Intel | United States | Technology | 37,257 | -5% |
10
|
10 |  |
Toyota | Japan | Automotive | 35,346 | 17% |
11
|
11 |  |
Mercedes-Benz | Germany | Automotive | 31,904 | 6% |
12
|
12 |  |
BMW | Germany | Automotive | 31,839 | 10% |
13
|
14 |  |
Cisco | United States | Technology | 29,053 | 7% |
14
|
13 |  |
Disney | United States | Media | 28,147 | 3% |
15
|
15 |  |
HP | United States | Technology | 25,843 | -1% |
16
|
16 |  |
Gillette | United States | FMCG | 25,105 | 1% |
17
|
17 |  |
Louis Vuitton | France | Luxury | 24,893 | 6% |
18
|
18 |  |
Oracle | United States | Technology | 24,088 | 9% |
19
|
20 |  |
Amazon | United States | Retail | 23,620 | 27% |
20
|
21 |  |
Honda | Japan | Automotive | 18,490 | 7% |
21
|
23 |  |
H&M | Sweden | Apparel | 18,168 | 10% |
22
|
22 |  |
Pepsi | United States | Beverages | 17,892 | 8% |
23
|
24 |  |
American Express | United States | Financial Services | 17,646 | 12% |
24
|
26 |  |
Nike | United States | Sporting Goods | 17,085 | 13% |
25
|
25 |  |
SAP | Germany | Technology | 16,676 | 7% |
26
|
28 |  |
IKEA | Sweden | Home Furnishings | 13,818 | 8% |
27
|
27 |  |
UPS | United States | Transportation | 13,763 | 5% |
28
|
36 |  |
eBay | United States | Retail | 13,162 | 20% |
29
|
34 |  |
Pampers | United States | FMCG | 13,035 | 15% |
30
|
29 |  |
Kellogg's | United States | FMCG | 12,987 | 8% |
31
|
31 |  |
Budweiser | United States | Alcohol | 12,614 | 6% |
32
|
33 |  |
HSBC | United Kingdom | Financial Services | 12,183 | 7% |
33
|
32 |  |
J.P. Morgan | United States | Financial Services | 11,456 | 0% |
34
|
39 |  |
Volkswagen | Germany | Automotive | 11,120 | 20% |
35
|
30 |  |
Canon | Japan | Electronics | 10,989 | -9% |
36
|
37 |  |
Zara | Spain | Apparel | 10,821 | 14% |
37
|
35 |  |
Nescafé | Switzerland | Beverages | 10,651 | -4% |
38
|
38 |  |
Gucci | Italy | Luxury | 10,151 | 7% |
39
|
42 |  |
L'Oréal | France | FMCG | 9,874 | 12% |
40
|
41 |  |
Philips | Netherlands | Electronics | 9,813 | 8% |
41
|
43 |  |
Accenture | United States | Business Services | 9,471 | 8% |
42
|
45 |  |
Ford | United States | Automotive | 9,181 | 15% |
43
|
53 |  |
Hyundai | South Korea | Automotive | 9,004 | 20% |
44
|
48 |  |
Goldman Sachs | United States | Financial Services | 8,536 | 12% |
45
|
51 |  |
Siemens | Germany | Diversified | 8,503 | 13% |
46
|
40 |  |
Sony | Japan | Electronics | 8,408 | -8% |
47
|
44 |  |
Thomson Reuters | Canada | Media | 8,103 | -4% |
48
|
50 |  |
Citi | United States | Financial Services | 7,973 | 5% |
49
|
52 |  |
Danone | France | FMCG | 7,968 | 6% |
50
|
47 |  |
Colgate | United States | FMCG | 7,833 | 2% |
51
|
55 |  |
Audi | Germany | Automotive | 7,767 | 8% |
52
|
69 |  |
United States | Technology | 7,732 | 43% | |
53
|
46 |  |
Heinz | United States | FMCG | 7,648 | -1% |
54
|
63 |  |
Hermès | France | Luxury | 7,616 | 23% |
55
|
60 |  |
adidas | Germany | Sporting Goods | 7,535 | 12% |
56
|
57 |  |
Nestlé | Switzerland | FMCG | 7,527 | 9% |
57
|
19 |  |
Nokia | Finland | Electronics | 7,444 | -65% |
58
|
61 |  |
Caterpillar | United States | Diversified | 7,125 | 13% |
59
|
58 |  |
AXA | France | Financial Services | 7,096 | 5% |
60
|
68 |  |
Cartier | France | Luxury | 6,897 | 26% |
61
|
49 |  |
Dell | United States | Technology | 6,845 | -10% |
62
|
59 |  |
Xerox | United States | Business Services | 6,779 | 1% |
63
|
62 |  |
Allianz | Germany | Financial Services | 6,710 | 8% |
64
|
72 |  |
Porsche | Germany | Automotive | 6,471 | 26% |
65
|
73 |  |
Nissan | Japan | Automotive | 6,203 | 25% |
66
|
64 |  |
KFC | United States | Restaurants | 6,192 | 3% |
67
|
56 |  |
Nintendo | Japan | Electronics | 6,086 | -14% |
68
|
65 |  |
Panasonic | Japan | Electronics | 5,821 | 1% |
69
|
66 |  |
Sprite | United States | Beverages | 5,811 | 2% |
70
|
NEW |  |
Discovery | United States | Media | 5,756 | 0% |
71
|
54 |  |
Morgan Stanley | United States | Financial Services | 5,724 | -21% |
72
|
84 |  |
Prada | Italy | Luxury | 5,570 | 30% |
73
|
75 |  |
Shell | Netherlands | Energy | 5,535 | 16% |
74
|
74 |  |
Visa | United States | Financial Services | 5,465 | 11% |
75
|
70 |  |
Tiffany & Co. | United States | Luxury | 5,440 | 5% |
76
|
77 |  |
3M | United States | Diversified | 5,413 | 16% |
77
|
82 |  |
Burberry | United Kingdom | Luxury | 5,189 | 20% |
78
|
67 |  |
MTV | United States | Media | 4,980 | -12% |
79
|
78 |  |
Adobe | United States | Technology | 4,899 | 8% |
80
|
85 |  |
John Deere | United States | Diversified | 4,865 | 15% |
81
|
79 |  |
Johnson & Johnson | United States | FMCG | 4,777 | 9% |
82
|
83 |  |
Johnnie Walker | United Kingdom | Alcohol | 4,745 | 10% |
83
|
87 |  |
Kia | South Korea | Automotive | 4,708 | 15% |
84
|
76 |  |
Santander | Spain | Financial Services | 4,660 | -2% |
85
|
NEW |  |
Duracell | United States | FMCG | 4,645 | 0% |
86
|
81 |  |
Jack Daniel's | United States | Alcohol | 4,642 | 7% |
87
|
71 |  |
Avon | United States | FMCG | 4,610 | -11% |
88
|
91 |  |
Ralph Lauren | United States | Apparel | 4,584 | 14% |
89
|
NEW |  |
Chevrolet | United States | Automotive | 4,578 | 0% |
90
|
80 |  |
Kleenex | United States | FMCG | 4,428 | 2% |
91
|
88 |  |
Starbucks | United States | Restaurants | 4,399 | 8% |
92
|
92 |  |
Heineken | Netherlands | Alcohol | 4,331 | 10% |
93
|
89 |  |
Corona | Mexico | Alcohol | 4,276 | 5% |
94
|
86 |  |
Pizza Hut | United States | Restaurants | 4,269 | 2% |
95
|
90 |  |
Smirnoff | United Kingdom | Alcohol | 4,262 | 5% |
96
|
96 |  |
Harley-Davidson | United States | Automotive | 4,230 | 10% |
97
|
94 |  |
MasterCard | United States | Financial Services | 4,206 | 8% |
98
|
99 |  |
Ferrari | Italy | Automotive | 4,013 | 6% |
99
|
98 |  |
Moët & Chandon | France | Alcohol | 3,943 | 3% |
100
|
100 |  |
Gap | United States | Apparel | 3,920 | 5% |
Copyright © 2013 Interbrand.
Đăng ký:
Nhận xét (Atom)