The Top Brands: The Global Brand Scoreboard
The Top Brands: The Global Brand Scoreboard
The Top Brands: The Global Brand Scoreboard
7/21/04
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CLOSE DESK:
RANK
2004 / 2003
2004
BRAND
VALUE
$MILLIONS
DESCRIPTION
COCA-COLA
67,394
70,453
4%
U.S.
Little innovation beyond its agship brand and poor management has
caught up with Coke as consumers thirst for cola has diminished.
MICROSOFT
61,372
65,174
6%
U.S.
IBM
53,791
51,767
4%
U.S.
GE
44,111
42,340
4%
U.S.
INTEL
33,499
31,112
8%
U.S.
No longer just inside PCs, Intel is using its muscle to set the agenda
for everything from wireless standards to the digital home.
DISNEY
27,113
28,036
3%
U.S.
McDONALDS
25,001
24,699
1%
U.S.
Big Mac has pulled out of a two-year slump but still has to battle its
reputation for supersizing the world's kids.
NOKIA
24,041
29,440 18%
11
TOYOTA
22,673
20,784
9%
Japan
10
MARLBORO
22,128
22,183
0%
U.S.
11
10
MERCEDES
21,331
21,371
0%
Germany
With wobbly prots and quality problems, the luxury car brand is
struggling to retain premium status.
12
12
HEWLETTPACKARD
20,978
19,860
6%
U.S.
13
13
CITIBANK
19,971
18,571
8%
U.S.
14
15
AMERICAN EXPRESS
17,683
16,833
5%
U.S.
A recent federal court ruling that allows banks to issue Amex cards
should give the brand another boost.
15
16
GILLETTE
16,723
15,978
5%
U.S.
Despite the tougher competition from Schick, the King of Blades still
reigns with new products like the battery-powered M3Power.
Finland
Tough times for the mobile-phone giant as its market share has
slipped and younger buyers turn to rivals such as Samsung.
With rock-solid quality and the edge in hybrid cars, the Japanese auto
maker is on track to overtake Ford in worldwide sales.
The No. 1 name in cigarettes has cut prices and upped marketing to
beat back the challenges of higher taxes and fewer smokers.
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CLOSE DESK:
RANK
2004 / 2003
2004
BRAND
VALUE
$MILLIONS
2003
PERCENT COUNTRY
BRAND CHANGE
OF
VALUE
OWNERSHIP
$MILLIONS
DESCRIPTION
The networking behemoth used slick TV ads and key acquisitions like
Linksys to extend its reach.
16
17
CISCO
15,948
15,789
1%
U.S.
17
19
BMW
15,886
15,106
5%
Germany
18
18
HONDA
14,874
15,625
5%
Japan
19
14
FORD
14,475
17,066
15%
U.S.
20
20
SONY
12,759
13,153
3%
Japan
It was late to the LCD TV boom, and the PS2 video game console is
slipping. Worse, rival Samsung is in Sonys face.
21
25
SAMSUNG
12,553
10,846
16%
S. Korea
22
23
PEPSI
12,066
11,777
2%
U.S.
23
21
NESCAFE
11,892
12,336
4%
Switzerland
24
22
BUDWEISER
11,846
11,894
0%
U.S.
The growing global low-carb trend has left Bud at. Plus, its under attack from bulked-up and feisty rival Miller.
25
29
DELL
11,500
10,367
11%
U.S.
With its reputation for low prices and fast delivery, Dell continues to
leave competitors in the dust.
26
27
MERRILL LYNCH
11,499
10,521
9%
U.S.
27
26
MORGAN STANLEY
11,498
10,691
8%
U.S.
28
24
ORACLE
10,935
11,263
3%
U.S.
29
28
PFIZER
10,635
10,455
2%
U.S.
30
31
J.P. MORGAN
9,782
9,120
7%
U.S.
The marquee investment bank had a solid year, and now can extend
its reach with its $58 billion acquisition of Bank One Corp.
31
33
NIKE
9,260
8,167
13%
U.S.
With allegations of sweatshop operations behind it and a growing soccer line, Nike rules the athletic market.
32
30
MERCK
8,811
9,407
6%
U.S.
The drugmaker has tried to bolster its lineup with more partnerships,
but patent expirations and research ops still pinch.
33
37
HSBC
8,671
7,565
15%
Britain
34
35
SAP
8,323
7,714
8%
Germany
Its establishment image and sharp marketing have helped SAP thrive
in a volatile software market.
35
39
CANON
8,055
7,192
12%
Japan
Hot digital cameras and printers boosted sales. Next up: an expanded
line of sleek color copiers.
36
38
KELLOGGS
8,029
7,438
8%
U.S.
37
41
GOLDMAN SACHS
7,954
7,039
13%
U.S.
38
36
GAP
7,873
7,688
2%
U.S.
The retail chain has revived its brand with fresh fashions and celebrity
endorsements.
39
NEW
SIEMENS
7,470
New
New
Germany
40
43
IKEA
7,182
6,918
4%
Sweden
The Swedish home furnishing chain is now pushing cheap chic furnishings as far as Russia and Asia.
41
44
HARLEYDAVIDSON
7,057
6,775
4%
U.S.
The motorcycle icon has lowered seat heights to woo women and
trimmed prices, but production limits put a brake on growth.
42
40
HEINZ
7,026
7,097
1%
U.S.
Despite wacky colors and cute ads, its proving hard to boost value in
foods like ketchup and beans.
43
50
APPLE
6,871
5,554
24%
U.S.
The iPod digital music player gave one of techs coolest brands the
consumer electronics hit of the year.
44
45
LOUIS VUITTON
6,602
6,708
2%
France
The Bavarian auto maker is powering higher sales with a raft of new
models from the sleek 6 Series sports coupe to the X3 baby SUV.
Overtaken by Nissan at home and falling further behind rival Toyota in
the U.S. market.
Targeted marketing and ads abroad with stars like soccer icon David
Beckham have enabled the No. 2 cola maker to steal some of Cokes zz.
Its still the worlds favorite instant coffee but even products like Ice
Java struggle against hip upscale brands like Starbucks.
It has a hot Murakami line and Jennifer Lopez in its ads, but is Vuitton
getting over-exposed?
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CLOSE DESK:
2004
BRAND
VALUE
$MILLIONS
2003
BRAND
VALUE
$MILLIONS
PERCENT
CHANGE
COUNTRY
OF
OWNERSHIP
DESCRIPTION
45
NEW
UBS
6,526
New
New
Switzerland
With a consolidated brand and its catchy You and Us campaign, the
world's biggest asset manager is booming.
46
32
NINTENDO
6,479
8,190
21%
Japan
47
46
MTV
6,456
6,278
3%
U.S.
The music network pumps cash for parent Viacom, and has an international reach thats the envy of U.S. media rivals.
48
42
VOLKSWAGEN
6,410
6,938
8%
Germany
49
47
LOREAL
5,902
5,600
5%
France
50
52
ACCENTURE
5,772
5,301
9%
U.S.
The tech services giant has its mojo back, with a contract to secure
U.S. borders, and more consulting work.
51
48
XEROX
5,696
5,578
2%
U.S.
52
55
WRIGLEYS
5,424
5,057
7%
U.S.
Sales are up as the gum maker looks to push popular brands into
more mouths worldwide.
53
34
KODAK
5,231
7,826
33%
U.S.
54
49
KFC
5,118
5,576
8%
U.S.
Despite efforts to make the brand seem healthier, the world still
focuses on the middle name in Kentucky Fried Chicken.
55
51
PIZZA HUT
5,050
5,312
5%
U.S.
The low-carb craze crimped pizza sales, and the chains tardiness in
diversifying its menu didnt help.
56
56
COLGATE
4,929
4,686
5%
U.S.
With a growing lead over Crest in markets from Russia to China, the
toothpaste company is smiling.
57
54
KLEENEX
4,881
5,057
3%
U.S.
The big name in tissues cant blow off erce price-cutting by rivals or
higher costs in pulp and paper.
58
57
AVON
4,849
4,631
5%
U.S.
59
53
GUCCI
4,715
5,100
8%
Italy
Sales were slipping even before inuential creative director Tom Ford
said an April arrivederci.
60
NEW
EBAY
4,700
New
New
U.S.
With everything from vintage jewelry to new DVDs, its where the
world shops for bargains.
61
65
YAHOO!
4,545
3,895
17%
Switzerland
62
60
NESTLE
4,529
4,460
2%
France
Chocolate is the key ingredient, but the Swiss giant is moving into
nutritional supplements and tness bars.
63
62
DANONE
4,488
4,237
6%
France
Strong sales of dairy products and bottled water keeps the French
food company in good health.
64
61
CHANEL
4,416
4,315
2%
U.S.
Successful couture and Nicole Kidman ads have kept this fashion
house on people's lips, hips, and wrists.
65
59
PHILIPS
4,378
4,464
2%
Netherlands
66
74
AMAZON.COM
4,156
3,403
22%
U.S.
67
63
KRAFT
4,112
4,171
1%
U.S.
There's new low-carbs packaging but critics accuse the food giant of
producing products that make kids fat.
68
75
CATERPILLAR
3,801
3,363
13%
U.S.
69
67
ADIDAS
3,740
3,679
2%
Germany
70
68
ROLEX
3,720
3,673
1%
Switzerland
71
76
REUTERS
3,691
3,300
12%
Britain
American CEO Tom Glocers cost cuts and new products are helping
the info giant turn the corner.
72
69
BP
3,662
3,582
2%
Britain
73
66
TIME
3,651
3,784
4%
U.S.
Aging models and missteps make consumers write off the people's
car as pricey and a bit dull.
Expansion in Asia and smart targeting of ethnic markets have the
personal-care group looking prettier every day.
The Internet portal has found riches in sponsored search but former
partner Google is muscling into its turf.
The Dutch electronics giant has scored some hits, but it's still
struggling to fend off Asian rivals
Softer advertising pulls down the brand even as its book division
pumps out bestsellers.
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CLOSE DESK:
RANK
2004 / 2003
2004
BRAND
VALUE
$MILLIONS
2003
PERCENT COUNTRY
BRAND CHANGE
OF
VALUE
OWNERSHIP
$MILLIONS
DESCRIPTION
74
NEW
PORSCHE
3,646
New
New
Germany
75
70
TIFFANY
3,638
3,540
3%
U.S.
The lure of its diamonds, pearls, and silver is strong but Japan is looking tarnished and U.S. store sales are down.
76
81
MOTOROLA
3,483
3,103
12%
U.S.
77
79
PANASONIC
3,480
3,257
7%
Japan
78
78
HERTZ
3,411
3,288
4%
U.S.
79
73
HERMES
3,376
3,416
1%
France
80
71
DURACELL
3,362
3,438
2%
U.S.
81
NEW
AUDI
3,288
New
New
Germany
The new A8 and strong global expansion have made Audi a prot engine. Its even thriving in China.
82
64
AOL
3,248
3,961
18%
U.S.
83
82
HENNESSY
3,084
2,996
3%
France
84
83
SHELL
2,985
2,983
0%
Brit./Neth.
The energy giant is struggling to recuperate from a reserves downgrade and a boardroom bloodbath.
85
77
LEVIS
2,979
3,298
10%
U.S.
Even its iconic 501 jeans are discounted these days and brands like
Diesel are nding legs with young shoppers.
86
85
SMIRNOFF
2,975
2,806
6%
Britain
87
86
JOHNSON&JOHNSON
2,952
2,706
9%
U.S.
88
NEW
ING
2,864
New
New
Netherlands
ING Direct and a forceful U.S. marketing push put the Dutch nancial
services rm on the map.
89
88
2,861
2,524
13%
France
Strong growth in Japan and the U.S. keeps the worlds leading
champagne brand bubbling along.
90
89
NISSAN
2,833
2,495
14%
Japan
91
NEW
CARTIER
2,749
New
New
France
The bejeweled panther has shed cheaper items and held tight to its
luxury status through tough times.
92
NEW
ESTEE LAUDER
2,634
New
New
U.S.
93
NEW
ARMANI
2,613
New
New
Italy
Known for classy clothes, its expanding into everything from home
furnishings to hotels and restaurants.
94
84
BOEING
2,576
2,864
10%
U.S.
95
87
PRADA
2,568
2,535
1%
Italy
Still the preserve of pretty stars but rapid expansion and debt could
dilute some of Pradas exclusive cachet.
96
91
MOBIL
2,492
2,407
4%
U.S.
It got a boost from reformulated motor oil and its status as NASCARs
official lubricant.
97
92
NIVEA
2,409
2,221
8%
Germany
98
93
STARBUCKS
2,400
2,136
12%
U.S.
99
90
HEINEKEN
2,380
2,431
2%
Netherlands
100
95
POLO RL
2,147
2,048
5%
U.S.
The best-selling vodka builds on its popularity with Smirnoff Twist and
malternatives such as Smirnoff Ice.
The brand valuations draw upon publicly available information, which has not been independently investigated by Interbrand. Valuations do not represent a guarantee of future performance of the brands
or companies. Data: Interbrand Corp., J.P. Morgan Chase & Co., Citigroup, Morgan Stanley, BusinessWeek
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