Best Global Brands 2011.Sflb.Ashx

BEST Defining “Brand”
–
GLOBAL World Changing Brands
–
BRANDS Top Trends
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2011 The 100 Most Valuable
Brands
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Brand Sector Overviews
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Brand Strength

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Best GloBal Brands 2011 by Interbrand
www.BestGlobalBrands.com

T A B L E O F
C O N T E N T S
BEST GLOBAL BRANDS 2011

02-03 16-43
Defining "BranD" BeST gLOBaL BranDS 2011
living up to the true definition of brand isn’t rankings and brand profiles for the top 100 Brands of 2011.
easy, but it is possible.

04-09
WOrLD CHanging
BranDS
Meet the four brands that made their boldest
ideas a reality in 2011.

44-65 66-67
SeCTOr CriTeria anD
OVerVieWS MeTHODOLOgY
Industry insights from our experts. We look at the ongoing investment and
management of brands as business assets.

10-15 68-69
BranD
STrengTH
our 10 Brand strength Components.

70
TOP TrenDS aBOUT
Of 2011 inTerBranD
rebels, partners, and human-like machines. Contributors and contact information.
How brands stayed ahead in 2011.
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Best GloBal Brands 2011 by Interbrand

D E F i N i N G " B R A N D "
By JEz FRAmpTON

Brand:
n. a living business asset

We are living in uncertain times; the economy remains in flux, from brands, and as such, brand owners must become more sensitive
civilians are taking to the streets in protest and seeking political to their needs and desires to ultimately evolve the brand experience
change, natural disasters abound. all in all, it seems as though the across the whole organization. these trends demand significant
tough times aren’t over yet. change in management structures and decision making for large,
traditional, organizations, of which there are many in our top 100.
For brands, the ups and downs of today’s world make an already
competitive marketplace all the more complex. Brands increasingly to ensure the brand is truly a business asset, and to increase barriers
need to be quick and nimble—flexing to stay one step ahead of the to competition, organizations need to truly live their brand values
change happening all around them. and it isn’t just about speed, internally. removing silo structures, so that multi-functional
it’s about consistency and accuracy in response to the social media teams can work together seamlessly to drive creative thought and
connected and hyper-aware marketplace: every employee must be innovation, is a frequent subject of conversation in many large
able to predict and respond in-line with the customer expectations corporations. the time for discussion is swiftly coming to an end
and desires of the brand. as we truly enter the age of the socially networked world.

In order to succeed, we believe Ceos, CMos, and Brand Managers the top 100 Best Global Brands show us what is possible. these strong
must manage their brands as living business assets, constantly and highly innovative brands have responded to the needs of their
nurturing them in order to keep pace in a rapidly changing world. people, their consumers, and the world beyond their corporate
Your customers interpret your brand as a result of every interaction; doors. In times like these, it’s an admirable achievement worth
from culture to product, from environment to communications. celebrating and emulating.
In short, everyone in your organization is a brand manager now!
Congratulations to the top 100 from all of us at Interbrand.
the business leaders who manage the top 100 Best Global Brands
understand that what consumers want in Hong Kong may be very
different from what they desire in rajasthan. they also recognize that Jez Frampton
it is about more than simple market expansion! But, savvier, and more Global Chief executive
discerning customers are demanding greater degrees of engagement Interbrand

2 3
Best GloBal Brands 2011 by Interbrand Best GloBal Brands 2011 by Interbrand

w O R L D C H A N G i N G
B R A N D S
AppLE, COCA-COLA, Bmw, AND pANASONiC

each year as we value the world’s top 100 brands, a
few emerge as clear standouts. Brands that have used
creativity and innovation to enable us to do things we
never thought possible, and cause us to feel a spark of
excitement and joy. These brands have, very literally,
changed the world.

AppLE’S NEw HEADquARTERS: Pavillion, to the Boston Museum of Fine arts, to the world’s first
A LiviNG, BREATHiNG OFFiCE SpACE private spaceport. the collaboration ensures the new headquarters
will not only be a landmark space, but also one more touchpoint to
“It is a little like a spaceship landed…” communicate the brand and redefine our ideas of what an office
– Steve Jobs headquarters can and should be.

First you are taken by the striking image: a circular, alien-like COCA-COLA’S pLANTBOTTLE™:
mothership. an office building re-imagined—a headquarters REvOLuTiONARy AND EvOLuTiONARy
to match the streamlined beauty of apple’s products.
“Coke stepped back and saw that everyone was looking for the out-of-
set in Cupertino, the new norman Foster-designed apple the-box solution. We joke about looking inside the bottle…Instead of
headquarters is slated for completion by 2015. It will house saying, what is wrong with the current PET plastic packaging, we said,
12,000 employees in a space aiming for visual inspiration and what is right?”
environmental sustainability. – Scott Vitters, Sustainable Packaging Director, Coca-Cola

Indeed, with the help of a senior arborist from stanford, apple Perhaps unsurprisingly for the number one most valuable brand,
will be transforming 80 percent of the barren asphalt space into Coca-Cola demonstrated that it was a world-changer with not
a landscape alive with native plant life and apricot orchards. even just one but two innovations this year: its PlantBottle™ and
more, apple’s campus energy center will act as the facility’s primary Coca-Cola Freestyle®.
power generator, using natural gas and other clean energy sources.
the city of Cupertino will only provide backup power when needed. the PlantBottle™ has been 10 years in the making—an effort to
de-couple plastics from petrochemicals that was made a reality
the structure, while reminiscent of apple’s beloved retail spaces in at a moment when the world was ready to embrace a more
its clean and iconic design, takes them to an entirely new level. the environmentally sustainable packaging solution. the bottle
building has been designed with every detail in mind. It is scaled low– packaging, which is comprised 30 percent of plant materials,
not more than four stories. as steve Jobs noted in his presentation to first rolled out in 2009. In 2011, it can be found in nine different
the Cupertino City Council, “We want the whole place human scale,” countries, with 12 more in the works, and a 2020 goal to use
underscoring apple’s desire to infuse its high-tech products and PlantBottle™ in 100 percent of its markets.
facilities with accessibility and a human touch.
Beyond saving Coca-Cola and the world the equivalent of almost
While the groundbreaking space is likely to lure top talent to work 30,000 metric tons of carbon dioxide, perhaps the most revolutionary
there, it should also draw avid architecture enthusiasts eager to take aspect of PlantBottle™ is that it is, as scott Vitters notes “evolutionary.”
a tour. Much of this has to do with the collaboration at hand here. By Unlike other new plastics, PlantBottle™ can be recycled the same way
working with the largest architecture practice in the world, norman standard plastic bottles are recycled, thus eliminating the need for a
Foster, apple will be joining good company—from abu dhabi’s Uae new recycling infrastructure. as a result, Coca-Cola has been able to

4 Apple Headquarters rendering
Best GloBal Brands 2011 by Interbrand (Credit: Foster & Partners, apple Inc.)

roll out the bottles rapidly, as well as see them readily accepted in all Freestyle is just the first phase of what Coca-Cola hopes will be
markets. so far, its growth has been awe-inspiring. a future of more customizable and social products. In the future,
Coca-Cola hopes that customers will be able to use Freestyle's app
In the few years that PlantBottle™ has been available, its purpose to customize and mix their own recipes on their phones or to find
has also shifted gears, revealing the potential that exists in which products are most popular among a customer's circle of friends.
environmentally sustainable initiatives. While the program started
out as an initiative on how to advance Coca-Cola’s environmental Bmw GuGGENHEim LAB:
performance, it has since evolved into one that is now also focused CHANGiNG THE wORLD ONE CiTy AT A TimE
on how to continue to drive cost-competitiveness to the business
Apple Headquarters rendering at a time when commodities are becoming increasingly volatile. “Here is a car company working to transform itself into a mobility
(Credit: Foster & Partners, apple Inc.)
additionally, Heinz’s recent move to license the PlantBottle™ and company and they’ve shared some of those challenges with us. I’d say
use it for its iconic ketchup bottle—which promotes the visibility this a very brave endeavor of BMW's. They make most of their money
of PlantBottle™, while also helping Heinz meet its own separate selling cars and motorcycles, and yet, they have funded an initiative
environmental goals—even suggests that PlantBottle™ has an whose advisors include Enrique Peñalosa ex-mayor of Bogotá, also
opportunity to become a profit-center for Coca-Cola in the future. known as the ‘War on Cars Mayor.’”
overall, PlantBottle™ has not just radically changed the way plastic – Charles Montgomery, BMW Guggenheim Lab member
can be produced, but it is beginning to radically change the way
businesses view their sustainability initiatives. as great things often do, the BMW Guggenheim lab, a mobile
laboratory, started from a conversation. two years ago, BMW
COCA-COLA FREESTyLE®: approached the Guggenheim with a vague but ambitious project
REiNvENTiNG THE SODA FOuNTAiN idea—a joint project that will be global and focused on cities.
Knowing nothing more than that, curators david van der leer
"What's really exciting about Freestyle is that it is a completely new brand and Maria nicanor set aside time to write a dream proposal that
experience. A way for consumers to engage with our portfolio. The whole they assumed would never come to life. Much to their surprise it The Bmw Guggenheim Lab in New york
(Credit: Guggenheim)
world is going to a digital and social age and Freestyle gives us a vehicle to did. the BMW Guggenheim lab’s “Confronting Comfort” is currently
make us relevant in that space." on display for all to see in new York’s east Village through october 16,
– Gene Farrell, Coca-Cola Freestyle® Vice-President and Manager 2011. In 2012, the lab will move to Berlin, with a series of additional
cities to follow, including Mumbai.

as great
Coca-Cola’s Freestyle® soda fountain unit is another world-changing
initiative from the brand. a complete reinvention of the old standby, the idea behind the lab is to find out what happens when five

things often
this soda dispenser is sleek, fast, easy-to-use, more environmentally people—ranging from urbanists and scientists to journalists—
sustainable, and more data-rich for the retailers behind it. It has come together to create discussions and experiments around city

do, the BMW
literally changed its product category. spaces. Urban dwellers are also invited to join with the hope that it
will lead to new ideas and better designs for future cities. Just some of

guggenheim
Using a micro-dosing technology that is more frequently seen in the the interactive projects so far, include author Charles Montgomery’s
medical community to measure precise dosages of drugs, the machine “emotional Map” experiment and a group interactive game called

Lab, a mobile
custom creates up to 100 Coca-Cola beverages on the spot by blending “Urbanology” created by elma van Boxel and Kristian Koreman of the
concentrated ingredients with water and sweetener. afterwards, architecture firm ZUs.

laboratory,
it dispenses the sodas via a special technology called PUrePoUr.
Beyond just the people involved, a great deal of thought has been

started from a
In terms of design, the digital interface was designed to be as intuitive put into the physical space, which also reflects the nature of the
as possible. additionally, Coca-Cola commissioned the designers project. all have been designed with accessibility in mind—part open-

conversation.
behind Ferrari racecars to design the soda fountain. the result is a air forum, part community center. the two story-structure is made of
sleek and clean device that has received unanimous praise by the black carbon fiber, the same material used to make tennis rackets, and
design community, generating enormous buzz. can comfortably seat 300. everything, from bleachers, tables, chairs,
to carbon-fiber rain gutters were designed to fold up for easy travel.
Perhaps the most world changing of all, however, is the data-rich
component to the Freestyle. Coca-Cola is using the machines to each lab location was selected to reflect the tensions of the specific
collect information regarding what products are purchased, how city. For example, in new York, the lab sits between two tenement
frequently, from which locations, and at what time. all data from the buildings in a neighborhood at the crux of gentrification. In Berlin,
machines funnels immediately back to Coca-Cola’s base in atlanta it will reside on the Pfefferberg site, an old, industrial brewery that
for a more accurate understanding of what consumers want. is typical of the city’s landscape. and just as each of the city spaces
Coca-Cola Freestyle®
(Credit: Coca-Cola)

6 7

will adapt, the programs in each location will also be different, with
a new lab team in each area working with local institutions. Whereas
new York focuses on underlying physical systems that feed cities, the
lab in Mumbai will focus on access issues.

overall, BMW’s move to partner with the Guggenheim on this
creative thought experiment demonstrates the brand’s boldness
and willingness to embrace its inevitable future. By investing in
this world-changing endeavor, it is likely to discover findings that
will help it move forward—and positively impact the cities of the
world in the process.

FuJiSAwA SuSTAiNABLE SmART TOwN:
LEADiNG THE GREEN REvOLuTiON
“Fujisawa Sustainable Smart Town” rendering
(Credit: Panasonic)
“Panasonic is aiming to become a brand that leads the green revolution.”
- Takumi Kajisha Managing Executive Officer, Panasonic

the Great east Japan earthquake, which devastated the country this wORLD CHANGiNG BRANDS
year, prompted the world to rethink their energy infrastructures.
nowhere has this had more weight than in Japan itself. still reeling the four world changing brands here are all taking risks, channeling
from the disaster, the need for safe and secure energy infrastructures human truths, embracing big ideas, and in many cases, tapping
are a priority for the country’s dense population. resources outside of their own. Ultimately, they are proving that
brands with bold and inspiring visions have an enormous opportunity
one brand that is spearheading efforts in this area, and looking to to reshape reality. they are living, breathing brands—and they have
improve specifically in its native country, is Panasonic. In May 2011, changed the world.
Panasonic announced that it would be working with eight additional
partners (accenture, Mitsui & Co., Mitsui Fudosan Co., nihon sekkei,
orix Corporation, PanaHome Corporation, sumitomo trust & Banking

Overall BMW's move
Co., and tokyo Gas Co.) to implement a world-changing concept called
“Fujisawa sustainable smart town.”

Panasonic's role in the eco-city is pivotal. It is developing solar to partner with the
guggenheim on this
panels that are integrated with the landscape, basic specifications
for homes with space for installing storage battery equipment to

creative thought
promote electric vehicles, smart home appliances, led lighting, and a
Panasonic collaboration control system called seG to enable optimal

experiment demonstrates
energy management. additionally, Panasonic will be developing
economical eco-car and electric bicycle sharing programs for suburban

the brand's boldness and
style household use that will contribute to reducing the town's carbon
footprint. and Fujisawa is just the beginning. Panasonic has a number

willingness to embrace its
of additional eco-cities and smart city projects in the works, including
one currently under way in singapore, proving that its goal to become
The Bmw Guggenheim Lab in New york

inevitable future.
(Credit: Guggenheim) the number one green innovation company in the electronics industry
by 2018 may indeed become a reality.

8 9

D i F F E R E N C E i S
v i T A L

the end of 2010, Gap has spent the past year
GOOGLE AND pixAR:
“Here’s to the crazy ones. wORkpLACE iNNOvATiON
rethinking its strategy and positioning, with
a new CMo, seth Farbman, at the helm. this
The rebels. The trouble- It may be counter-intuitive for some to think
year, it moved forward with a number of highly
makers. The ones who that an internal endeavor could elevate a
innovative experiments. First was its pop-up
store on Fifth avenue in new York that was
see things differently. brand’s presence externally, but for Google
and Pixar, this has proved to be exactly
curated by the popular blog “Cool Hunting.”
While some may see the case. Google’s workplaces around the
taking cues from young, edgy brands like
opening Ceremony, the store infused the Gap
them as the crazy ones, world—replete with a slide that shoots to
the cafeteria serving gourmet food, local
brand with a hefty dose of cool by offering
we see genius. Because expressions in each location (murals in Buenos
the latest in innovative design, artisan
craftsmanship, and social and environmental
the people who are crazy aires and ski gondolas in Zurich), bicycles
and scooters for travel between meetings,
consciousness. the small space was filled with
enough to think they massage chairs, large inflatable balls, yurts
products ranging from Grado headphones to
the latest Jonathan adler pieces. even more
can change the world, and huddle rooms—have been a successful
way for the organization to drive home its
recently it launched a campaign for its 1969
are the ones who do.” positioning as innovative, experimental,
denim Collection. In addition to featuring a
bird’s eye look at GaP’s innovative workspace
and fun. similarly, Pixar’s Willy Wonka-esque
– apple’s “think different” advertising and employees, it has rolled out a roaming
headquarters,featuring secret panels and
campaign, 1997 “Pico de Gap” gourmet taco truck with a menu
work-sheds that resemble tiny houses,
orchestrated by Top Chef contestant ryan
garners “oohs and ahhs” in the media. Pixar
scott. the food truck is set to launch in major
and Google’s internal culture has been an
The words of Apple’s 1997 “Think Different” cities across the U.s. in the fall. the creativity
unexpected way for them to stand out from
campaign seem, in many ways, prophetic is yielding a wealth of positive buzz.
competitors. devotion to employees and
as we head into 2012—and it is no
attention to the workplace puts them in a
coincidence that it also marked a pivotal
position to hire the best talent for their fields, iBm: iT iS ALL ABOuT
moment in the brand’s evolution to the
setting both companies up for the delivery pOSiTiONiNG
fastest rising Best Global Brand we see
of a superior product. an innovative and
today. indeed, bold and visionary thinking
fun workplace also encourages employee While retail brands have the advantage of
has never been more vital than right now.
loyalty, reducing costs typically associated a direct consumer audience, it can be more
with these aspects of business. overall, both challenging for a B2B brand to stand out
today’s average consumer experiences a organizations' internal culture have made from competitors and generate chatter.
torrent of information coming at them at their brands the powerhouses that they and yet, IBM integrates its “smarter Planet”
every moment. twitter, Facebook, Wikileaks, are—and allow us to be forgiving when they messaging into everything—and elicits awe
Google+, Youtube–blink and you might miss blunder. for the incredible way it weaves the long-term
something. In fact, the influx has become so positioning into the many spaces it works in,
overwhelming that aggregators that filter GAp: FROm pOp -up TO be it consulting, software, cloud computing,
the information for us (popUrls, Videosift, FOOD TRuCk or anything else. While what IBM actually
the Hype Machine, just to name a few) “does” may not be as clear to consumers as
have become businesses in their own right, after its embarrassing logo rebrand misstep at it is to its B2B core audience, there is still an
growing and evolving to meet the needs of innate understanding of the brand and what
those who use them. it stands for because of the spot-on nature of
its messaging.
Ultimately, for Brand Managers, all the
noise means one thing: standing out from CHANGE THE wORLD
competitors is becoming increasingly
challenging, even as it is increasingly It is true that creating a unique and lasting
important. Yet, despite the obstacles, some positioning in today’s brand landscape is
brands are finding ways to do it–and they are no easy feat, but a number of brands are
not just creating a short-term impact, but proving what’s possible if you think outside
even more importantly making a relevant and the box. so start taking some risks–and start
differentiated promise that they can sustain changing the world.
for the long term.
Google's office in zurich
(Credit: Google)

10 11

C O L L A B O R A T E
O R D i E

from the partnership by saving on r&d,

“none of us can know everything; while quickly moving closer to making its
environmental sustainability goals a reality.

each of us knows something; we also, by partnering with the world’s #1 brand,
Heinz (#49) can gain from additional publicity

can put the pieces together if we around the effort.

pool our resources and combine the increasing importance of corporate
citizenship and sustainability is making not-

our skills.” for-profits' need for additional resources more
challenging than ever before. Many of these
- Henry Jenkins, author of Convergence Culture brands are now feeling competition from
strongly branded commercial companies
moving into their space. take IBM, which
Today’s more interconnected society has Windows Phone. additionally, Microsoft Bing now provides advisory services on climate
given rise to a whole new unexpected would power nokia’s search services across change and Bt, with its Carbon assessment
network: that of corporate brands. From nokia devices, while nokia Maps would service. as a result, many not-for-profit
Ford’s use of Google’s prediction Api, to LG become a core part of Microsoft’s mapping brands are forming long-term relationships
and prada’s exquisitely designed mobile applications. the list of opportunities is with top brands to stand out within the
phone, Coca-Cola and Heinz’s plantBottle™ endless, improving both brands’ positions for market and secure future income. and for
partnerships, Bmw and Guggenheim’s the future. leading brands, the partnership is a win as
joint Lab, and HSBC’s collaboration well, improving their reputation and fostering
with world wildlife Fund, it is now COCA-COLA AND HEiNz goodwill toward their efforts.
commonplace to see brands teaming up
together to harness their collective power. the partnership between Heinz and GuCCi AND uNiCEF
while brand collaborations are not without Coca-Cola also benefits each brand. For
risk—pick the wrong partner and see your Coca-Cola, licensing its new recyclable the five-year partnership between Gucci
reputation suffer—in a tough economy, the plastic PlantBottle™, which is comprised of and UnICeF is a good example of how a
opportunities appear to be outweighing 30 percent plant materials, reduces carbon collaboration of this kind can benefit both
any potential negatives. impact by 12-19 percent, and ensures brands. since partnering with UnICeF in
that its sustainability innovations make 2005, Gucci has committed over Us $9 million
NOkiA AND miCROSOFT some money back. Coca-Cola, which spent to the organization and stands as the largest
upwards of Us $150 million on the project, corporate donor to UnICeF’s “schools for
In recent years, the technology and could potentially turn its PlantBottle™ into a africa” initiative. Gucci’s fundraising events
telecommunications space have seen viable profit center, with talk of more brand and limited edition products for UnICeF
a blurring of lines, which explains why collaborations in the future. additionally, have cast a positive, philanthropic light on a
nokia and Microsoft are finding strength by helping Heinz attain its goal to reduce brand known more for its elite membership.
in numbers by working together to create energy usage, greenhouse gas emissions, additionally, it also helped it secure high-
products that give consumers what they water consumption, and solid waste disposal profile celebrity spokespeople like rihanna.
want and need. through the partnership, by 2015, it gains positive recognition for its For UnICeF, the partnership has brought
both parties gain, not just in terms of joint innovative bottle. and yet, Heinz also gains high-profile attention to its causes as well as
marketing initiatives, but also in shared raised awareness among the greater public.
knowledge. For example, nokia gains from its
adoption of Windows Phone as its principle Just as we are creating connections on
smartphone. similarly, Microsoft gains Facebook and twitter daily, brands are
through nokia's contribution to the hardware also expanding their networks. together
design, language support, and leverage of the they are creating unexpected and fruitful
relationships that enable them to evolve
and maintain relevance.

Coca-Cola plantBottle™ and Heinz plantBottle™
(Credit: Coca-Cola)
12 13

H u m A N i z i N G T E C H N O L O G y

A SymBiOTiC RELATiONSHip

when Time magazine splashed the THE HumAN TOuCH
provocative headline “2045: The year
man Becomes immortal” on its February “Every designer’s ambition is to make technology
“We are entering
2011 cover, Ray kurzweil and his theory
of the Singularity officially hit the
disappear, so you use it but you don’t feel it’s
there.” – Paola Antonelli, Senior Curator MoMA
a new era. i call it
mainstream. Suddenly, young and
old were contemplating a not-so- a number of brands are creating technologies
‘the Singularity.’
far-off future, where bodies and
brains are merged with machines.
that fit so seamlessly with our lifestyles that
they feel like extensions of ourselves. Cisco
it's a merger
While the singularity may be an extreme
(#13) has even made this its guiding principle
with its tagline “the Human network.” But
between human
concept, the attention it has drawn and its
trickle down to the mainstream says much
perhaps an even more literal example is IBM's
(#2) super-computer, Watson, which beat
intelligence
about our current landscape and the impact
technology has on our daily lives. It is now a
two top-ranking human competitors on the
popular U.s. quiz show Jeopardy in February.
and machine
given that the always-available internet has
transformed the way we communicate and
not only did the artificial intelligence
machine answer every question correctly, but
intelligence
consume information. Google, Facebook,
apple, IBM, twitter, skype, spotify: on any
even more importantly, it understood each
question that was asked.
that is going to
given day, these are the brands the average
consumer interacts with the most. our hands Paola antonelli may have been thinking of
create something
click their keyboard keys. our information
is fed through their systems. We use their
apple (#8), in particular, when she talked
about the boundary between humans and
bigger than
infrastructures day in and day out. and as
these brands continue to grow in value
technology dissolving in an interview with
Interbrand’s Chris Campbell earlier this
itself.”
and stature, reshaping our lives, it is only year. More than any other brand, apple has – ray Kurzweil
inevitable that we are reshaping them succeeded in humanizing its technology
in turn. through its sleek and tactile interfaces. In
some cases, as with the iPad, its products India, where there are few despite a high
are so intuitive that they are being used as population. additionally, sensors in the
learning tools for the autistic. pacemaker can transmit signals through
a mobile phone to a cloud computing
and technology is being used in radical infrastructure for monitoring, allowing
new ways beyond interfaces in spaces like doctors anywhere to access the data,
healthcare. at the most basic and emotional improve diagnosis, and reduce the need for
level, doctors are now using mobile phones procedures. Medtronic is also using the data
to communicate with patients and diagnose for surveillance and improvements for future
them in real-time, which fosters better and devices. this is just the beginning: a not-so-
more effective doctor/patient relationships. distant future exists in which devices will
Beyond that, organizations like Kaiser even be able to scan your body, pinpoint an
Permanente are using technology to change ailment, and diagnose it on the spot.
iBm watson the hospital experience. Meanwhile, medical
(Credit: IBM)
device brands like Medtronic are developing While ultimately the choice is yours whether
products that make complex medical you embrace Kurzweil’s singularity or not,
procedures far more approachable and the reality is that our relationship with
manageable. technology has reached a point of no return.
the boundaries between technology and
For example, Medtronic created a low-cost, people have dissolved. It's a brave new world
pill-sized pacemaker that can be inserted out there— and not exactly one we ever could
into a stent and embedded in the heart. have predicted.
It's helping to meet the demand for cardiac
electro physiologists in countries like

14 15

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B R A N D S 2 0 1 1

in 2011, technology brands
continued their trend
toward growth. nissan,
John Deere, and HTC
joined the list and top
riser apple joined the Top
10. Coca-Cola continues
the above map demonstrates the combined value for all
brands from a specific region/country. With 50 brands on

to lead the pack with iBM
the top 100 list and a total brand value of Us $ 797,754
million, north america dominates the ranking. Germany,

coming in second.
with 10 brands on the list and a total brand value of Us
$108,431 comes in second. each year, however, new
regions/countries gain steam. 2010 saw Mexican brand
Corona join the table, and this year HtC from taiwan has
made the ranking.

16 17

03
miCROSOFT
-3%
59,087$m
Microsoft continues to dominate the PC operating system, business with its competing cloud integration and collaborative
server software, and office productivity software markets. this is a tools. a new partnership with nokia is likely to shine a bright light
T O p 1 0 0 both a blessing and a curse as the future of computing moves to the on Microsoft’s mobile software, which has had a tough history with
mobile space. Competitors continue to lure customers with mobile both consumers and providers. this, along with the recent acclaim
B E S T G L O B A L applications that turn individual devices into ecosystems. Google’s for the Xbox Kinect, the Windows Phone Mango os, and tablet-ready
B R A N D S no-cost model will continue to put pressure on the tech giant's Windows 8 designs, indicates that Microsoft has all the pieces in place
profit margins, and Google apps could threaten the Microsoft office to build a strong consumer business.

04
GOOGLE
+27%
55,317$m

With a 27 percent increase in brand value in the past year, Google’s 25 percent of employees’ yearly bonuses depended on the
position as one of the world’s pre-eminent brands is growing and performance of Google+, the brand’s new social networking
nothing seems capable of stopping it. Google has focused largely on challenger. Google+ was received with mixed response and while
developing new offerings in the past year, including Chromebook, a it is difficult to find specific data, Google+ may find its greatest
cloud-connected computer without internal software and equipped challenge to be overcoming the issue of so many social sites being
with the tagline “ready When You are.” Besides attracting more visitors available to consumers. Harnessing its power for good, Google
than any other website, Google also continues to attract and retain continues to raise awareness for climate change, global public
employees, ranking number one on multiple surveys of the most health, and poverty, with more than U.s. $100 million in grants
attractive employer. ensuring its people are engaged in the company’s awarded since 2004 through Google.org.
success, larry Page, co-founder and current Ceo, announced that

01
COCA-COLA
05
GE
+2% 0%
71,861 $m 42,808$m

the Coca-Cola brand remains timeless yet relevant as it celebrates and recyclable bottle made partially of plant material, which included Ge continues to be one of the world’s most respected brands, enviable credibility halo across multiple lines of business around
its 125th anniversary. the company lives its brand, and the overall Heinz adopting the technology for use with ketchup bottles (with and an example of the power of imagination. While the Fukushima the world. While others are investing around a singular idea (IBM’s
equity of happiness comes through at every touchpoint. It continues featured “talking labels” asking “Guess what my bottle is made of?”). disaster in Japan and financial issues in the U.s. generated some smarter Planet, accenture’s High Performance), Ge is pursuing a
to receive enormous exposure through top-tier sponsorships with as soft drinks are a relatively stable market, Coca-Cola’s brand value bad press in 2011, it remains strongly positioned around the world; potentially more demanding strategy of building the master brand
popular events like the FIFa World Cup. additionally, Coca-Cola ties moves accordingly. Per company reports, consumers worldwide operating in more than 100 countries and employing 300,000 people. while simultaneously expanding capability in healthcare and the
itself closely with meaningful promotions relating to disaster relief, choose to refresh themselves with Coca-Cola products “at a rate of Its ecomagination and healthymagination programs are two of the environment through its flagship platforms. the early results indicate
youth empowerment, and sustainability issues around the globe. this over 1.7 billion servings each and every day.” that’s a lot of Coke. brand’s flagship platforms, driving the company and providing an that the strategy is paying off.
past year also saw the wide rollout of its PlantBottle™, a sustainable

02 06
mcDONALD'S
iBm +6%
+8% 35,593$m
69,905$m a master of consistency, quality, and in recent years, consumer converted into 100 percent biodiesel to fuel its logistics fleet. You
responsiveness, the long-time fast food leader drives innovation in may have noticed in our 2011 Best Global Green Brands report there
IBM, which celebrates its 100-year anniversary this year, is has resulted in a more productive services unit. For its latest “grand
the category it dominates—from McCafé, its higher quality coffee is a gap between consumer perception and corporate performance
stronger than ever, having evolved its offerings from hardware, to challenge,” IBM brought its deep-analytics computer, Watson, on the
(with sales challenging starbucks) to a healthier Happy Meal, relative to sustainability. Closing this gap will be critical for future
service, to knowledge, and now to innovation. IBM’s success is due in Jeopardy game show where it dispatched past champions to garner
which it plans to roll out in september. In terms of environmental growth. this year, the brand experienced a high-profile conflict over
large part to its commitment to intelligence—from the intelligence massive earned media. Between its Watson triumph, its century
sustainability, the brand is embarking on an ambitious program social media due to its ronald Mcdonald mascot, whom a group of
of employees brainstorming together in IBM Jams to the intelligence celebration, and its ongoing drive to make the planet smarter, the IBM
that requires all of its suppliers over time to source their products health advocates and activist physicians wanted to see fired. Holding
of information being used to improve power grids and transport brand is operating at full speed.
entirely from sustainably managed land. additionally, it is making his ground, Ceo Jim skinner announced the Mcdonald’s brand
systems. additionally, the brand’s advocacy of open-source software
moves to ensure that vegetable oil from Mcdonald’s restaurants is ambassador would not be retiring.
18 19

Best Global Brands 2011.Sflb.Ashx

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