006 Rank | 2005 Rank | Name | Country | 2006 Value ($Mil) | 2005 Value ($Mil) | Change in Value (%) | Description |
1 | 1 | Coca-Cola | U.S. | 67,000 | 67,525 | -1% | Flagging appetite for soda has cut demand for Coke, but the beverage giant has a raft of new products in the pipeline that could reverse its recent slide. |
2 | 2 | Microsoft | U.S. | 56,926 | 59,941 | -5% | Threats from Google and Apple haven't yet offset the power of its Windows and Office monopolies. |
3 | 3 | IBM | U.S. | 56,201 | 53,376 | 5% | Having off-loaded its low-profit PC business to Lenovo, IBM is marketing on the strategic level to corporate leaders. |
4 | 4 | GE | U.S. | 48,907 | 46,996 | 4% | The brand Edison built has extended its reach from ovens to credit cards, and the "Ecomagination" push is making GE look like a protector of the planet. |
5 | 5 | Intel | U.S. | 32,319 | 35,588 | -9% | Profits and market share weren't the only things slammed by rival AMD. Intel's brand value tumbled 9%, as it loss business from high-profile customers. |
6 | 6 | Nokia | Finland | 30,131 | 26,452 | 14% | Fashionable designs and low-cost models for the developing world enabled the mobile phone maker to regain ground against competitors. |
7 | 9 | Toyota | Japan | 27,941 | 24,837 | 12% | Toyota is closing in on GM to become the world's biggest automaker. A slated 10% increase in U.S. sales this year will help even more. |
8 | 7 | Disney | U.S. | 27,848 | 26,441 | 5% | New CEO Robert Iger expanded the brand by buying animation hit-maker Pixar and beefing up digital distribution of TV shows through the Internet and iPods. |
9 | 8 | McDonald�s | U.S. | 27,501 | 26,014 | 6% | A new healthy-living marketing campaign—and the premium-priced sandwiches and salads that came with it—have led to a fourth year of sales gains. |
10 | 11 | Mercedes-Benz | Germany | 21,795 | 20,006 | 9% | The new S-Class sedan and M-Class SUV are helping repair a tarnished quality reputation. High costs and weak margins will take longer to fix. |
11 | 12 | Citi | U.S. | 21,458 | 19,967 | 7% | Already the biggest U.S. bank, Citigroup's quest to generate more revenues from world markets has it introducing its brand to new emerging markets. |
12 | 10 | Marlboro | U.S. | 21,350 | 21,189 | 1% | Marlboro remains firmly in the saddle, particularly outside the U.S., as it expands into developing markets. |
13 | 13 | HewlePublish Posttt-Packard | U.S. | 20,458 | 18,866 | 8% | Under CEO Mark Hurd, HP is skipping glitzy image ads to push specific products. Improving profits and a 40% stock price increase haven't hurt. |
14 | 14 | American Express | U.S. | 19,641 | 18,559 | 6% | A preeminent financial-services brand among high-end customers, the company is recasting itself as hip to broaden its appeal to a younger set. |
15 | 16 | BMW | Germany | 19,617 | 17,126 | 15% | BMW continues to churn out hot models that buyers love to drive and Japanese automakers can't seem to replicate. |
16 | 15 | Gillette | U.S. | 19,579 | 17,534 | 12% | Gillette's new six-bladed Fusion razor met with ridicule when it was introduced. But with Fusion sales soaring, Gillette is still king. |
17 | 18 | Louis Vuitton | France | 17,606 | 16,077 | 10% | With a glitzy new flagship on the Champs Elysées, the world's richest luxury brand celebrates yet another year of robust growth. |
18 | 17 | Cisco | U.S. | 17,532 | 16,592 | 6% | Cisco's decision to lead with its Linksys brand for consumers hasn't made the company a household name yet, but it's helping. |
19 | 19 | Honda | Japan | 17,049 | 15,788 | 8% | As gas prices rise, Honda's gas sippers are helping the Japanese carmaker gnaw into the Big Three's market share. |
20 | 20 | Samsung | S. Korea | 16,169 | 14,956 | 8% | Samsung is rolling out hot LCD TVs and ever more powerful memory chips. But it is missing in action with low-end handsets, hurting market share. |
21 | 25 | Merrill Lynch | U.S. | 13,001 | 12,018 | 8% | Merrill Lynch has made a dramatic transformation from a sleepy, stable brokerage to a lean and mean investment bank. |
22 | 23 | Pepsi | U.S. | 12,690 | 12,399 | 2% | It tapped a growing obsession with obesity by shifting marketing dollars to Diet Pepsi. Another boost? Rival Coke's move to copy Pepsi Max with Coke Zero. |
23 | 24 | Nescafe | Switzerland | 12,507 | 12,241 | 2% | Sales of instant coffee are piping hot in emerging markets, while flavored coffees and new products have boosted appeal in the U.S. and Europe. |
24 | 38 | U.S. | 12,376 | 8,461 | 46% | Its recent inclusion as a verb in the Oxford English Dictionary confirms what competitors feared: Google means search to an army of Web users. | |
25 | 21 | Dell | U.S. | 12,256 | 13,231 | -7% | The king of the inexpensive PC is trying to regain trust with a campaign to bolster customer service and technical support. |
26 | 28 | Sony | Japan | 11,695 | 10,754 | 9% | Sony CEO Howard Stringer has fixed the TV biz, but other electronics products are struggling. He's betting PlayStation 3 can help turn things around. |
27 | 26 | Budweiser | U.S. | 11,662 | 11,878 | -2% | A price war and changing tastes left the No.1 beer maker with a nasty hangover. The drop in profits for 2005 was its first in a decade. |
28 | 29 | HSBC | Britain | 11,622 | 10,429 | 11% | With retail, private, and investment banking operations in 76 countries, the world's local bank is fast becoming a major force in financial services. |
29 | 27 | Oracle | U.S. | 11,459 | 10,887 | 5% | Last year, Oracle bought another major software brand, Siebel Systems. This year it will have to sew it together and keep its customers happy. |
30 | 22 | Ford | U.S. | 11,056 | 13,159 | -16% | The iconic auto brand has declined in every measure. Weak marketing, bad press, shallow product portfolio, and a bottomed-out U.S. stock price hurt value. |
31 | 30 | Nike | U.S. | 10,897 | 10,114 | 8% | Nike won in both the casual fashion and hard-core athletic markets with innovative new products, marketing, and partnerships. |
32 | 32 | UPS | U.S. | 10,712 | 9,923 | 8% | China-to-U.S. routes are paying off handsomely, while a big contract to consolidate shipments for Dell is providing a boost back at home. |
33 | 34 | JPMorgan | U.S. | 10,205 | 9,455 | 8% | Unlike other big banks selling money management units, JPMorgan is building a brand in the business, as merger integration efforts continue. |
34 | 36 | SAP | Germany | 10,007 | 9,006 | 11% | New software aimed at smaller businesses helped SAP extend its customer base beyond blue chips. |
35 | 35 | Canon | Japan | 9,968 | 9,044 | 10% | Digital cameras and copiers helped Canon become one of Japan's most profitable companies. New boss Tsuneji Uchida brings technological knowhow. |
36 | 33 | Morgan Stanley | U.S. | 9,762 | 9,777 | 0% | CEO John J. Mack is overhauling the firm, and its brand, to restore its former reputation as the top investment bank. |
37 | 37 | Goldman Sachs | U.S. | 9,640 | 8,495 | 13% | Goldman's repeated blockbuster trading results have made it Wall Street's most profitable money machine. |
38 | 31 | Pfizer | U.S. | 9,591 | 9,981 | -4% | Sold its over-the-counter unit to focus on developing new prescription drugs—a smart move as powerhouse brands such as Lipitor face generic competition. |
39 | 41 | Apple | U.S. | 9,130 | 7,985 | 14% | Apple continues to be the style master with its expanded family of iPods and Mac PCs. Its latest hit: the MacBook line of laptops. |
40 | 39 | Kellogg�s | U.S. | 8,776 | 8,306 | 6% | The cereal maker is striking an effective balance between healthy products like Special K and sugary treats like Pop Tarts to attract both moms and kids. |
41 | 42 | Ikea | Sweden | 8,763 | 7,817 | 12% | Its affordable Scandinavian designs have helped the Swedish retailer become a household name from San Diego to Shanghai. |
42 | 44 | UBS | Switzerland | 8,734 | 7,565 | 15% | Melding private banking and investment banking continues to pay off big-time, especially in Europe and Asia. |
43 | 43 | Novartis | Switzerland | 7,880 | 7,746 | 2% | The Swiss pharmaceutical giant is expanding across everything from prescription drugs to generic medicines, vaccines, and diagnostics. |
44 | 45 | Siemens | Germany | 7,828 | 7,507 | 4% | New CEO Klaus Kleinfeld has disposed of poor-performing telecom units, allowing Siemens to focus on businesses such as medical equipment. |
45 | 46 | Harley-Davidson | U.S. | 7,739 | 7,346 | 5% | Still the king of the hogs. Growing sales to women augment the loyal customer base of baby boomers and hard-core bikers. |
46 | 49 | Gucci | Italy | 7,158 | 6,619 | 8% | Designer Frida Giannini still can't match predecessor Tom Ford's star power. But sales of apparel and leather accessories are growing nicely. |
47 | 55 | eBay | U.S. | 6,755 | 5,701 | 18% | Investors may not like increasing competition from the likes of Google, but TV ads keep boosting the online marketplace's brand appeal. |
48 | 53 | Philips | Netherlands | 6,730 | 5,901 | 14% | Buoyed by the success of its medical equipment and high-tech consumer gadgets, Philip's focus on cutting-edge, easy-to-use products is paying off. |
49 | 51 | Accenture | Bermuda | 6,728 | 6,142 | 10% | Bundling consulting and outsourcing gigs is helping Accenture stay fierce. Last year, sales grew by more than twice the rate of other tech-services firms. |
50 | 48 | MTV | U.S. | 6,627 | 6,647 | 0% | Now 25, MTV is pushing into broadband with the MTV Overdrive site, where it faces competition with MySpace and YouTube for teens' attention. |
51 | 50 | Nintendo | Japan | 6,559 | 6,470 | 1% | Nintendo is No.1 in portable video-game consoles, but the unconventional new Wii console machine due out this autumn could be a harder sell. |
52 | 40 | Gap | U.S. | 6,416 | 8,195 | -22% | Still searching for its fashion identity, the clothier's sales are fraying as it struggles to dress the twentysomething crowd for both work and weekend. |
53 | 52 | L�Oreal | France | 6,392 | 6,005 | 6% | This French cosmetics maker's finances are looking prettier, thanks to a rebound in sluggish European sales. |
54 | 47 | Heinz | U.S. | 6,223 | 6,932 | -10% | Slimming its portfolio and adding products like Lea & Perrins hasn't been enough for Heinz to compete with retailers' in-house brands. |
55 | 58 | Yahoo! | U.S. | 6,056 | 5,256 | 15% | The company risks looking like an also-ran next to Google, but Yahoo is mining for hits in new areas like social networking and digital content. |
56 | 56 | Volkswagen | Germany | 6,032 | 5,617 | 7% | Maybe the most resilient brand in its industry. VW is solving its quality and financial issues, and customers are coming back. |
57 | 54 | Xerox | U.S. | 5,918 | 5,705 | 4% | Xerox' stable of color copiers is bringing in a good supply of cash, but it has yet to make its mark in the digital world. |
58 | 60 | Colgate | U.S. | 5,633 | 5,186 | 9% | Well into a four-year restructuring, Colgate now has something to smile about with new launches such as Luminous toothpaste finding strong demand. |
59 | 57 | Wrigley�s | U.S. | 5,449 | 5,543 | -2% | With new players chewing away at market share, Wrigley's has been expanding into areas like candy and mints with brand extensions and acquisitions. |
60 | 61 | KFC | U.S. | 5,350 | 5,112 | 5% | Avian flu fears in early 2006 slowed KFC's growth in China, the chain's hottest market, but KFC sales are rebounding. |
61 | 65 | Chanel | France | 5,156 | 4,778 | 8% | Fresh-faced Keira Knightly is replacing bad-girl Kate Moss as the face of Coco Mademoiselle perfume. |
62 | 59 | Avon | U.S. | 5,040 | 5,213 | -3% | Avon ladies have been struggling. Poor results in many markets, including Eastern Europe, forced CEO Andrea Jung to launch a restructuring this year. |
63 | 66 | Nestle | Switzerland | 4,932 | 4,744 | 4% | Best known for chocolate, Nestlé posts stronger growth from other products, such as Nestlé Aquarel bottled water. |
64 | 64 | Kleenex | U.S. | 4,842 | 4,922 | -2% | A mature brand that's working to fend off commodity status. Emotional advertising is helping buoy its image against private labels. |
65 | 68 | Amazon.com | U.S. | 4,707 | 4,248 | 11% | Heavy spending on technology for digital media initiatives has depressed the stock, but free shipping and reliability keep customers happy. |
66 | 63 | Pizza Hut | U.S. | 4,694 | 4,963 | -5% | Pizza Hut sales have been drooping as Americans turn increasingly to sandwiches and Mexican fare. |
67 | 67 | Danone | France | 4,638 | 4,513 | 3% | A growing global appetite for yogurt keeps the French food and beverage giant in good health. |
68 | 70 | Caterpillar | U.S. | 4,580 | 4,085 | 12% | Demand for Caterpillar's rugged machines and engines has never been stronger. Cat is on track to top $40 billion in sales this year. |
69 | 73 | Motorola | U.S. | 4,569 | 3,877 | 18% | New products like the RAZR and SLVR have been a hit, and a hip marketing campaign behind them is adding luster to the Moto brand. |
70 | 62 | Kodak | U.S. | 4,406 | 4,979 | -12% | Kodak has defied skeptics by becoming a major player in digital photography and printing, but profits remain disappointing. |
71 | 71 | adidas | Germany | 4,290 | 4,033 | 6% | The World Cup was a bonanza for the sports-apparel maker. Securing the sponsorship helped keep archrival Nike at bay before the world's largest audience. |
72 | 72 | Rolex | Switzerland | 4,237 | 3,906 | 8% | Rolex remains the ultimate luxury brand worldwide, and with strong sales in China, its appeal continues to spread. |
73 | 77 | Zara | Spain | 4,235 | 3,730 | 14% | With its focus on high fashion at low prices, Europe's biggest clothing retailer is so popular that it's opening more than a store a day in 2006. |
74 | 79 | Audi | Germany | 4,165 | 3,686 | 13% | Eye-catching design, hot technology, and a new American-size SUV called the Q7 are transforming Audi into a serious global rival to BMW and Mercedes. |
75 | 84 | Hyundai | S. Korea | 4,078 | 3,480 | 17% | Fast shedding its image as a cheap automaker. In the latest J.D. Power quality survey of new car owners, Hyundai was No.3, behind Porsche and Lexus. |
76 | 75 | BP | Britain | 4,010 | 3,802 | 5% | Not even an Alaskan oil spill or an explosion at a Texas refinery has put a dent in BP's strong performance. |
77 | 78 | Panasonic | Japan | 3,977 | 3,714 | 7% | It's a force in flat-screen TVs, digital cameras, and chips but hasn't turned first-rate technology into better brand equity. |
78 | 74 | Reuters | Britain | 3,961 | 3,866 | 2% | The global news and financial information giant is moving into derivatives trading with a collaboration with the Chicago Mercantile Exchange. |
79 | 69 | Kraft | U.S. | 3,943 | 4,238 | -7% | Fierce competition and rising commodity costs have dogged the U.S.'s largest foodmaker. Kraft's new CEO needs innovative new products to revive sales. |
80 | 76 | Porsche | Germany | 3,927 | 3,777 | 4% | ceo Wendelin Wiedeking extends his 10-year winning streak with perfect timing and precision execution on the Cayman. |
81 | 82 | Hermes | France | 3,854 | 3,540 | 9% | Best known for leather accessories and silk scarves, Hermes is riding high on the success of a new perfume, Un Jardin Sur le Nil. |
82 | 81 | Tiffany & Co. | U.S. | 3,819 | 3,618 | 6% | With sales sparkling in many markets, the retailer's focus on service and design has helped it battle a new set of discount online competitors. |
83 | 86 | Hennessy | France | 3,576 | 3,201 | 12% | As the brand gets a marketing assist from adoring hip hop artists in the U.S., the French cognac maker is pushing for growth in China and India. |
84 | 80 | Duracell | U.S. | 3,576 | 3,679 | -3% | Duracell has been gaining share in the market for premium replaceable batteries, but will rechargeable batteries threaten the long-term outlook? |
85 | 87 | ING | Netherlands | 3,474 | 3,177 | 9% | ING continues its global expansion moving beyond its banking and insurance roots into the asset management business. |
86 | 89 | Cartier | France | 3,360 | 3,050 | 10% | The popularity of Pasha timepieces and Caresse d'Orchidées jewelry is putting a sparkle in Cartier sales. |
87 | 92 | Moet & Chandon | France | 3,257 | 2,991 | 9% | Global sales of Champagne are up 54% since 1990, and Moet's "Be Fabulous" campaign has cemented the brand in the center of the market. |
88 | 91 | Johnson & Johnson | U.S. | 3,193 | 3,040 | 5% | There's more than one way to grow, as J&J showed by paying $16.6 billion for Pfizer's consumer-products unit. |
89 | 90 | Shell | Britain | 3,173 | 3,048 | 4% | Despite pension problems and pipeline explosions, soaring oil prices fueled Shell to record 2005 profits of $23 billion. |
90 | 85 | Nissan | Japan | 3,108 | 3,203 | -3% | Starved for new models, Nissan's sales have slipped. New launches, including a remodeled Altima, will be a timely boost for CEO Carlos Ghosn. |
91 | 99 | Starbucks | U.S. | 3,099 | 2,576 | 20% | Starbucks brings in customers with lifestyle marketing, pushing music, books, and lunch food to get them to stick around. |
92 | NA | Lexus | Japan | 3,070 | NA | NA | Toyota's relatively young Lexus premium brand is No.1 in the U.S., but it's just getting started in Asia and Europe. |
93 | 88 | Smirnoff | Britain | 3,032 | 3,097 | -2% | The vodka market continues to attract new entrants; Smirnoff needs to better define a sophisticated identity to stay ahead of the pack. |
94 | 97 | LG | S. Korea | 3,010 | 2,645 | 14% | This Korean electronics maker is emulating its crosstown rival, Samsung, boasting stylish handsets and digital TVs. |
95 | 94 | Bulgari | Italy | 2,875 | 2,715 | 6% | Italian jeweler Bulgari is powering growth with the help of a super-luxury hotel chain and customers like Madonna. |
96 | 93 | Prada | Italy | 2,874 | 2,760 | 4% | Anti-Establishment Italian fashionista Miuccia Prada keeps testing the frontiers of taste: Edgy clothing design, edgier store architecture. |
97 | 95 | Armani | Italy | 2,783 | 2,677 | 4% | Fashion icon Giorgio Armani proves his appeal extends beyond the closet, as he expands into everything from minimalist sofas to five-star resorts. |
98 | NA | Burberry | Britain | 2,783 | NA | NA | Moving beyond its signature plaid, Burberry is beefing up its accessories line and expanding its retail profile in the U.S. |
99 | 98 | Nivea | Germany | 2,692 | 2,576 | 4% | In a bid to shed its austere image, the company is expanding into new products such as skin-firming lotion and men's eye cream. |
100 | 96 | Levi�s | U.S. | 2,689 | 2,655 | 1% | This iconic brand is fighting to stand out among such high-end names as Earnest Sewn and, at the mass level, discounters' private-label jeans. |
Monday, June 2, 2008
TOP 100 LIST BRAND
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