全球最有价值的品牌评点Welcometothefour

12BrandZTop100MostValuableGlobalBrands200934BrandZTop100MostValuableGlobalBrands2009WelcometothefourthannualBrandZTop100MostValuableGlobalBrandsrankingLetmebeginwithabriefexplanationofwhattherankingisabout,whyit’simportant,andhowitcanhelpyouandyourbusiness.TheBrandZtop100rankingisanauthoritativerankingreportaboutthemostvaluablebrandsintheworld.ThevaluationsarebasedoneconomicandmarketdataandtheproprietaryconsumerresearchfromBrandZ–theworld’slargeststudyofconsumersandbusiness-to-businessusers’brandpreferences.Theresultisthemostcomprehensiveandauthoritativebrandvaluationavailable.Asyoulookthroughthelistofthetop100brands,you’llseenamesthatyourecognize,namesthatevokeanemotionalconnection,arespectfortechnicalinnovation,oradesireforcutting-edgedesign.Theseresponsestobranddrawcustomers,driveinvestment,andhelpassurelong-termcorporatestability.Butlikemanyoftheimportantthingsinlife,abrandisintangible.Weknowabrandthroughtheimpressionitmakesonusandothers.Whengivenamonetaryvalue,abrandincreasesitspowerasabusinessdriverandplanningtool.Brandvalueenablesustomeasurefluctuationsinbrandinfluenceandtocomparebrandstrengthrelativetothecompetition.Identifyingabrand’svalueisjustthefirststep,however.Howcanweleverageabrand’svaluetoachieveimportantcorporateobjectives?That’swherewecanhelp.MillwardBrownOptimorhelpscompaniestomeasureandunderstandtheROIfromtheirbrandstrategyandmarketinginvestment.Wemeasureboththeshortandlong-termeffectsofmarketingactivitiesandlinkthemtothefinancialimpactonthebusiness.Understandingthisisvitaltosecuretheconfidenceoffinanciers,sothattheyprovidetheinvestmentnecessarytogrowthebrand.Astrongbrandcanhelpprotectthebusinessfromrisk,andpositionitforfuturegrowth–theultimatereturnoninvestment.Pleaseacceptthisreportwithourcomplementsandwithconfidencethattheinformationitcontainswillbroadenyourunderstandingofleadingbrandsandsuggestpossibilitiesthatcanbenefityourownbrands.Feelfreetocontactmewithanyquestions,orsimplytohaveaconversationabouthowwecanworktogethertoachieveyourbrandobjectives.Sincerely,JoannaSeddonCEOMillwardBrownOptimorDesignedbyLambie-Nairn[WORKINPROGRESS]Introduction7Methodology11Commentary13TheTop10015BrandContribution23BrandMomentum25Top20Risers27Newcomers29Regions31Sectors33Apparel33Beer35BottledWater37Cars39Coffee41FastFood43FinancialInstitutions45GamingConsoles47Insurance49Luxury51MobileOperators53MotorFuel55PersonalCare57Retail59SoftDrinks61Spirits63Technology65KeyTakeOuts67DataSources69Directory71CONTENTSGoogleMicrosoftCoca-ColaIBMMcDonald'sAppleChinaMobileGEVodafoneMarlboroWal-MartICBCBlackBerryNokiaToyotaUPSHPBMWSAPDisneyTescoGilletteIntelChinaConstructionBankOracleAmazonBankofChinaAT&TLouisVuittonHSBCPampersNintendoCiscoVerizonWirelessPorscheAmericanExpressVisaWellsFargoSantanderNTTDoCoMoMercedesBankofAmericaDellAccenturePepsiL'OréalCarrefourRBCCitiHondaSiemensBudweiserOrangeeBayBradescoBBVAColgateTargetH&MNikeSUBWAYTDMovistarT-MobileWrigley'sAuchanChaseNissanDHLFedExHomeDepotMTSBeelineCanonALDIAvonZaraO2StandardCharteredRedBullChinaMerchantsBankYahoo!HermèsJPMorganArielTideGucciMasterCardGoldmanSachsStarbucksBarclaysStateFarmMorganStanleyINGKFCIKEANiveaEsprit78BrandZTop100MostValuableGlobalBrands2009TheResilienceofBrandValueThisfourthannualBrandZrankingcontainsmanynewfeaturesandfindings,butnoneasrevealingasthisone:Inayearofglobaleconomicturmoil,wheneverykeyfinancialindicatorplummeted,thevalueofthetop100brandsincreasedby2percentto$2trillion.Thisresultaffirmstheresiliencyofbrandsandtheimportanceofquantifyingthecontributionofbrandequitytoacompany’smarketvalue.Brandsareamongacompany’smostvaluableassets.Strongbrandshavethepowertocreaterealandsustainablecompetitiveadvantage.Theycan:•Driverevenuegrowthbyensuringhigherdemandandmarketshare•Helpimprovemarginsbycommandingpremiumpricesandbettersupplierterms•ReducecapitalrequirementsbyminimizingthecostsofentryintonewcategoriesStrongbrandscanalsocreatedifferentiationthatallowscompaniestoovercomecommoditizationandreduceoverallbusinessrisk.Inayearofglobalfinancialturmoil,wheneverykeyfinancialindicatorplummeted,thevalueofthetop100brandsincreasedby2percentto$2trillionINTROduCTION910BrandZTop100MostValuableGlobalBrands2009TheultimatebrandevaluationtoolKnowingabrand’svalueenablestheCEO,investors,andotherstakeholderstomakebetter,moreinformeddecisions.Thereturnoninvestmentinmarketinginitiatives,forexample,canbemoreaccuratelyunderstoodwhenanintangibleassetlikebrandhasamonetaryvaluethatcanbetracked.Thecentralroleofbrandvalueinbusinessdecision-makingindicatestheimportanceofusingthemostsensitiveandsophisticatedbrand-evaluationtools.Thisistheonlyrankingbasedonabrandvaluationmethodologythatisgroundedinbothcustomizedconsumerresearchandin-depthfinancialanalysis.InsightsintoconsumerbehaviorandbrandperceptionscomefromtheproprietaryBrandZdatabase–thelargestrepositoryofbrandequitydataintheworld.Coveringthousandsofbrandsinmorethan30countries,andbasedonmorethanamillionin-depthconsumerinterviews,theBrandZdatabasepro