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  • Gerrit Eicker 14:32 on 16. September 2010 Permalink
    Tags: , , , , , , , Beyond Petroleum, BP, , , Branded Earnings, , , , , , , , , , , , , , , , , , Economic Value Added, , , EVA, Financial Performance, , , , Google.org, , , , , , , , , , , , , , NOPAT, , , , , , , , , , Responsiveness, Role of Brand, Shell, , , WACC,   

    Best Global Brands 2010 

    Same procedure as every year: Google and Apple gain strongly in the Best Global Brands rankings 2010; http://j.mp/d6C9XU

    • Gerrit Eicker 14:57 on 16. September 2010 Permalink | Reply

      Interbrand: “IBM, Microsoft and Google lead Interbrand’s 11th annual ranking of the ‘Best Global Brands.’ Google (#4) sees a 36% increase in value over last year, bringing the brand closer than ever to rival Microsoft (#3). HP (#10) enters the top 10 for the first time, having increased brand value under a new business model and brand platform. For the 11th year straight, Coca-Cola (#1) retains its top spot as the number one ranked brand on the list. … A number of prominent brands faced extraordinary crisis in 2010 resulting in stalled growth, value loss and in the case of BP, failure to make the ranking this year. BP’s environmental disaster and inability to make good on its brand promise of ‘Beyond Petroleum’ led to it falling off of the list and helped competitor Shell emerge as an industry leader, now ranked number 81, up from number 92 in 2009.”

      Interbrand on Google: “As Google continues its upward path, it increasingly finds it difficult to reconcile its brand promise, ‘Don’t be evil,’ with the realities of a powerful global brand. Although it continues to leverage this messaging through investments in Google.org (its not-for-profit philanthropic arm) and a number of other initiatives, its access to user information and what it is doing with it is increasingly being scrutinized. Recently, it compromised a key value – trust – when it violated 176 million users’ privacy with Google Buzz. And though its effort to pull out of China, which was censoring the search engine, and realign with its message demonstrated its commitment to its promise, only a few months later, it was quietly persuaded to work with the regime again. Still, Google’s reach and record for innovation is undisputed. Expect the brand to continue to diversify and expand, even as it experiences increasing backlash.

      Interbrand on Apple: “Apple had another great year. Negative buzz over the iPad name was quickly replaced by glowing sales and avid converts. Meanwhile, the iPhone 4’s sales reached the 1.5 million mark its first day. It continues to control its messages very carefully, which creates enormous buzz and anticipation. Advertising campaigns and interactive websites remain distinct and consistent, keeping the role of brand exceptionally high. If the brand has one fault, it’s the failure to provide perfectly functioning new products. This year, iPhone 4’s reception glitches warranted a public apology from Steve Jobs – and left the door wide open for public criticism. Apple could also improve its corporate citizenship profile, which remains neutral. While it partners with the PRODUCT (RED) Global Fund, this remains relatively unknown.

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