Interbrand Canada

October 02, 2012 08:00 ET

Interbrand Releases 13th Annual Best Global Brands Report

Canada's Blackberry plummets to #93 while Coca-Cola retains top spot, Apple jumps to #2

TORONTO, ONTARIO--(Marketwire - Oct. 2, 2012) - Coca-Cola, Apple and IBM took the top 3 spots in Interbrand's 13th annual Best Global Brands report, while Canada's Blackberry dropped to #93, losing ground for the second consecutive year in the global brands ranking.

Coca-Cola retained its #1 position, Apple jumped to #2 thanks to stellar sales in both developed and emerging markets, while IBM held the #3 spot on Interbrand's 2012 report on the world's 100 most valuable brands.

Troubled Canadian brand Blackberry sank to #93, from its previous placing of #56 in the 2011 Best Global Brands report.

Last year saw Blackberry drop to the #56 spot from its 2010 placing of #54.

Blackberry had posted a leap to the #54 spot in 2010 from its 2009 ranking of #63 and had been one of the report's biggest gainers.

BlackBerry shipments are down 41% in the past year and market share now stands at 4.8% globally, compared with 11.5% one year ago.

"In order to survive, the brand must clearly demonstrate its relevance and value in today's crowded smart phone market," said Alfred DuPuy, Managing Director, Interbrand Canada. "If BlackBerry can deliver a truly innovative experience designed for today's mobile professional, it will send the message that the brand is committed to the B2B market on which it had originally built its success."

Despite its longstanding association with the B2B market, customers are struggling to understand what BlackBerry stands for, according to Interbrand Canada. Blackberry maker Research in Motion has been plagued by underwhelming product launches, delays in bringing products such as BlackBerry 10 to market and inconsistent marketing campaigns.

Social media giant Facebook enters the report at #69 after making headlines with the third-largest IPO in U.S. history, while Google at #4 experienced a 26% increase in brand value over the last year, exceeding now #5 Microsoft's brand value for the first time on the Best Global Brands report.

Interbrand's methodology - the first of its kind to be ISO certified - analyzes the many ways a brand touches and benefits an organization, from driving bottom-line business results to delivering on customer expectations.

To develop its report, Interbrand examines the three key aspects that contribute to a brand's value:

  • The financial performance of the branded products or service;
  • The role the brand plays in influencing consumer choice;
  • The strength the brand has to command a premium price, or secure earnings for the company.

The entire 2012 Best Global Brands report and the global news release announcing the results are available online at www.bestglobalbrands.com.

Interbrand's 2012 Best Global Brands

2012 RANK 2011 RANK BRAND SECTOR 2012 BRAND VALUE $m % CHANGE (Brand Value)
1 1 Coca-Cola Beverages 77,839 8%
2 8 Apple Technology 76,568 129%
3 2 IBM Business Services 75,532 8%
4 4 Google Technology 69,726 26%
5 3 Microsoft Technology 57,853 -2%
6 5 GE Diversified 43,682 2%
7 6 McDonald's Restaurants 40,062 13%
8 7 Intel Technology 39,385 12%
9 17 Samsung Technology 32,893 40%
10 11 Toyota Automotive 30,280 9%
11 12 Mercedes-Benz Automotive 30,097 10%
12 15 BMW Automotive 29,052 18%
13 9 Disney Media 27,438 -5%
14 13 Cisco Business Services 27,197 7%
15 10 HP Technology 26,087 -8%
16 16 Gillette FMCG 24,898 4%
17 18 Louis Vuitton Luxury 23,577 2%
18 20 Oracle Business Services 22,126 28%
19 14 Nokia Electronics 21,009 -16%
20 26 Amazon Internet Services 18,625 46%
21 19 Honda Automotive 17,280 -11%
22 22 Pepsi Beverages 16,594 14%
23 21 H&M Apparel 16,571 1%
24 23 American Express Financial Services 15,702 8%
25 24 SAP Business Services 15,641 8%
26 25 Nike Sporting Goods 15,126 4%
27 27 UPS Transportation 13,088 4%
28 31 IKEA Home Furnishings 12,808 8%
29 34 Kellogg's FMCG 12,068 6%
30 33 Canon Electronics 12,029 3%
31 29 Budweiser Alcohol 11,872 -3%
32 28 J.P. Morgan Financial Services 11,471 -8%
33 32 HSBC Financial Services 11,378 -4%
34 N/A Pampers FMCG 11,296 NEW
35 30 Nescafé Beverages 11,089 -8%
36 36 eBay Internet Services 10,947 12%
37 44 Zara Apparel 9,488 18%
38 39 Gucci Luxury 9,446 8%
39 47 Volkswagen Automotive 9,252 18%
40 35 Sony Electronics 9,111 -8%
41 41 Philips Electronics 9,066 5%
42 40 L'Oréal FMCG 8,821 1%
43 45 Accenture Business Services 8,745 9%
44 37 Thomson Reuters Business Services 8,444 -11%
45 50 Ford Automotive 7,958 6%
46 49 Heinz FMCG 7,722 1%
47 51 Colgate FMCG 7,643 7%
48 38 Goldman Sachs Financial Services 7,599 -16%
49 43 Dell Technology 7,591 -9%
50 42 Citi Financial Services 7,570 -12%
51 46 Siemens Diversified 7,534 -5%
52 52 Danone FMCG 7,498 8%
53 61 Hyundai Automotive 7,473 24%
54 54 Morgan Stanley Financial Services 7,218 9%
55 59 Audi Automotive 7,196 17%
56 48 Nintendo Electronics 7,082 -8%
57 55 Nestlé FMCG 6,916 5%
58 53 AXA Financial Services 6,748 1%
59 57 Xerox Technology 6,714 5%
60 60 adidas Sporting Goods 6,699 9%
61 64 Caterpillar Diversified 6,306 13%
62 67 Allianz Financial Services 6,184 16%
63 66 Hermès Luxury 6,182 15%
64 62 KFC Restaurants 5,994 2%
65 69 Panasonic Electronics 5,765 14%
66 63 Sprite Beverages 5,709 2%
67 58 MTV Media 5,648 -12%
68 70 Cartier Luxury 5,495 15%
69 N/A Facebook Internet Services 5,421 NEW
70 73 Tiffany & Co. Luxury 5,159 15%
71 65 Avon FMCG 5,151 -4%
72 72 Porsche Automotive 5,149 12%
73 90 Nissan Automotive 4,969 30%
74 75 Visa Financial Services 4,944 10%
75 74 Shell Energy 4,788 7%
76 68 Santander Financial Services 4,771 -6%
77 85 3M Diversified 4,656 18%
78 80 Adobe Technology 4,557 9%
79 83 Johnson & Johnson FMCG 4,378 8%
80 71 Kleenex FMCG 4,360 -7%
81 78 Jack Daniel's Alcohol 4,352 1%
82 95 Burberry Luxury 4,342 16%
83 88 Johnnie Walker Alcohol 4,301 12%
84 N/A Prada Luxury 4,271 NEW
85 97 John Deere Diversified 4,221 16%
86 81 Pizza Hut Restaurants 4,193 2%
87 N/A Kia Automotive 4,089 NEW
88 96 Starbucks Restaurants 4,062 11%
89 86 Corona Alcohol 4,061 3%
90 89 Smirnoff Alcohol 4,050 5%
91 N/A Ralph Lauren Apparel 4,038 NEW
92 91 Heineken Alcohol 3,939 3%
93 56 BlackBerry Electronics 3,922 -39%
94 N/A MasterCard Financial Services 3,896 NEW
95 82 Credit Suisse Financial Services 3,866 -5%
96 100 Harley-Davidson Automotive 3,857 10%
97 76 Yahoo! Internet Services 3,851 -13%
98 77 Moët & Chandon Alcohol 3,824 -13%
99 99 Ferrari Automotive 3,770 5%
100 84 Gap Apparel 3,731 -8%

About Interbrand

Founded in 1974, Interbrand is one of the world's largest branding consultancies. With nearly 40 offices in 27 countries, Interbrand's combination of rigorous strategy, analytics, and world-class design enables it to assist clients in creating and managing brand value effectively, across all touchpoints, in all market dynamics. Interbrand is widely recognized for its annual Best Global Brands report, the definitive guide to the world's most valuable brands, as well as its Best Global Green Brands report, which identifies the gap between customer perception and a brand's performance relative to sustainability. It is also known for having created brandchannel.com, a Webby-award winning resource for brand marketing and branding. For more information on Interbrand, visit interbrand.com.

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