Ahh, yes, it’s finally here... the day we've all been waiting for. The most famous document in branding has just hit the screen- the list of the 100 most valuable brands in the world.
As I woke up this morning, my thoughts quickly rejoiced when I remembered what day it was. It's been marked down on my calendar for weeks, and I must admit that I could compare the feeling to my birthday or even Christmas- full of expectations and at the same time wondering what the outcome might be. As if I'd be getting a gift or something. But I know exactly what kind of gift it is- the gift of food for thought. It's as if my mind automatically hits first gear in an S65 AMG.
There it was. As I took a look at the list, I couldn't help but wonder… What elements do the brands in the top 10 have in common? What key ingredient has led to their brand value or change in brand value for that matter? Has it been the economy? Have there been changes in consumer behavior? If so, what triggered them? What has been the strategy behind the company this year? New market launches? New marketing campaigns? What elements were communicated in those campaigns? Ah, the list goes on and on...
I am pleased to see that among this year's top risers are Google, Apple and Blackberry, with increases amounting to 36%, 32% and 37%, respectively. Their performance has simply been outstanding- from product lines, brand extensions to ad campaigns- it's been top notch. Sectors such as Internet and Financial Services are seen to have had a tremendously positive growth in their combined brand values, as well as Computer Software and Beverages, whereas industries such as Automotive, FMCG (Fast Moving Consumer Goods) and Restaurants, decreased this year.
It is however interesting to see the relationship between the brand "value" and its participation and subsequent performance in the marketplace during the year. As Mark Ritson points out, “How long can a 19th century medicinal tonic head the list of the world's biggest brands?" True. But for the time being, regardless of the subjective nature of the ranking, I applaud the folks of Coca-Cola. Getting to be #1 is no easy task, much less holding on to that spot years in and out...
Congrats guys. I'm sure a lot of happiness was "opened" up today in your offices. Bottoms up!
Check out the complete list of Best Global Brands Ranking 2010 .