Top 10 Most Powerful Global Brands--If You Care

[tednlou2]

1.  Apple
2.  Google
3.  IBM
4.  McDonald's
5.  Microsoft
6.  Coca-Cola
7.  AT&T
8.  Marlboro
9.  China Mobile Cell Phone
10.  G.E.

So, the world likes their Iphones, Ipads, mobile phones, McNuggets, Coke, and Smokes

Source:  Millward Brown

[mecch]

1)  Other type of "Brands" is celebrity Brand.  I wonder what celebrities have the most global value as a "brand"?

2) Some recent powerhouse Brands I am surprised to find missing:  Disney. Mercedes. BMW. Adidas.  Nike.  SONY. Nokia, Intel.  Gucci. Louis Vuitton. Levis.

3)  Why are these on the list of "global" brands -  ATT - is global???  IBM - does it make anything average people use anymore???  Or is IBM a legacy listing.

[Hellraiser]

It is interesting that in a culture war of the world the US seems to win hands down.  I wonder what the reason for this is?

[Cliff]

I didn't realise there was a cultural war over brands and that MB was officiating it.

[Hellraiser]

I didn't realise there was a cultural war over brands and that MB was officiating it.

Now you know and you're up to the minute on the score.  I'm rooting for Glaxo-Smith-Kline and its sister wives!

[phildinftlaudy]

Surprised that Wal-Mart isn't on the list - is it considered a brand?

And where is Oprah?  

[Buckmark]

1)  Other type of "Brands" is celebrity Brand.  I wonder what celebrities have the most global value as a "brand"?

2) Some recent powerhouse Brands I am surprised to find missing:  Disney. Mercedes. BMW. Adidas.  Nike.  SONY. Nokia, Intel.  Gucci. Louis Vuitton. Levis.

3)  Why are these on the list of "global" brands -  ATT - is global???  IBM - does it make anything average people use anymore???  Or is IBM a legacy listing.

The determination of a brand's value isn't how many individuals own a product with the company's brand on it, or what they are worth.  It's a more complex set of factors from surveys which include things such as recognition, trust, value, earnings, etc.  So while some celebrities may have high recognition, they don't have nearly as much earnings potential compared to a large corporation.  And while people may not own anything with a Google or IBM logo on it, they recognize who those companies are.

The details are in the full report which you can find here (*wonk alert*):

http://www.millwardbrown.com/BrandZ/Default.aspx

Regards,

Henry

[Edited to add:  In the interest of full disclosure, I am an IBM employee.  However, I do not speak on behalf of IBM, or represent IBM's views or policies.]

[mecch]

I am IBM spawn.   

[Solo_LTSurvivor]

1.  Apple
2.  Google
3.  IBM
4.  McDonald's
5.  Microsoft
6.  Coca-Cola
7.  AT&T
8.  Marlboro
9.  China Mobile Cell Phone
10.  G.E.

So, the world likes their Iphones, Ipads, mobile phones, McNuggets, Coke, and Smokes

Source:  Millward Brown

I'm wondering if Microshaft, um Microsoft, got a boost from their recent acquisition of Skype   

[buginme2]

I'm suprised Walmart isnt on the list either, yes its a brand.  And being from Seattle I have to ask where is Starbucks? I would argue more people go to Starbucks than McDonalds. 

[phildinftlaudy]

I'm suprised Walmart isnt on the list either, yes its a brand.  And being from Seattle I have to ask where is Starbucks? I would argue more people go to Starbucks than McDonalds. 

and McDonald's is even said to be copying Starbucks:
http://money.msn.com/investment-advice/article.aspx?post=e64d71f3-914d-4a2d-b595-b5e09901eb1e&GT1=33036


We have one of the newer McDonald's in Hollywood, Florida - and it is a far cry from what the typical McDonalds looks like ---- it is much more inviting of an atmosphere (except for the food).

I wonder if Trojan condoms made the top 20 on the list of global brands?

[Rev. Moon]

Surprised that Wal-Mart isn't on the list - is it considered a brand?

And where is Oprah?  

True.  Given that it is a "global" list, that they are the largest corporation in the world, and that they have outlets in at least 15 different countries I would have expected the Mart to be part of this list.  I don't like them, but evidently millions of heads do.

Since teddderz didn't offer a link I wonder if the list is based simply on logo recognition, though I must say that I have no clue as to who China Mobile Cell Phone may be (and yeah --with 600 million customers --they may be used by a large number of people in that specific country, but are they available anywhere else?).  

Now the question is, looking at that list... How many of these corporations do you support / use / consume on a regular basis?  I admit to two of them: Apple and Google.  I don't smoke, I can't stand pukedonalds or sodas, and nearly all my appliances are made by LG.  

[buginme2]

On a daily basis I use Apple, Google, Microsoft, at&t, starbucks.

[mecch]

WartMart may be in 15 countries and the biggest corporation but that doesn't make it globally known.  Also, its a retailer, not a well-known manufacturer.  
I'm still surprised about AT&T and wonder if thats a sign the research method was somewhat American biased.

[phildinftlaudy]

WHICH OF THE BRANDS DO I USE:
1.  Apple                                        N
2.  Google                                      Y
3.  IBM                                           Y
4.  McDonald's                                 Only for coffee
5.  Microsoft                                    Y
6.  Coca-Cola                                   Rarely
7.  AT&T                                        N
8.  Marlboro                                    N -
9.  China Mobile Cell Phone                N - only if I was in China
10.  G.E.                                        N

[phildinftlaudy]

Here is the link to one of the articles regarding this topic:
http://gawker.com/5799830/apple-overtakes-google-as-worlds-most-powerful-brand

The research was done by: Research company Millward Brown

Wal-Mart did make the overall list of 100 Most Powerful Global Brands: (Excerpt from article)

Facebook made its first appearance on the list, ranking 35th and valued at $70 billion, which could grow up to $19 billion more when they go public next year. (That's keeping in line with WSJ's reported $100 billion valuation.) 14th place Amazon surpassed 15th place Wal-Mart, making it the highest ranking retailer. And after a tough year, Toyota bounced back to become the highest-ranking car maker, in 27th place. And the biggest loser? That would be BP, which fell 30 places to 64th, with a 27% decrease in value, now put at $12 billion.

[Rev. Moon]

WartMart may be in 15 countries and the biggest corporation but that doesn't make it globally known.  Also, its a retailer, not a well-known manufacturer.  
I'm still surprised about AT&T and wonder if thats a sign the research method was somewhat American biased.

I'm thinking this is more about the logo or brand being recognized by a large number of people.  Most people know about AT&T even though they are only the 20th largest mobile provider in the world.  But then again, that Chinese cell phone company is probably not known by anyone in Europe, The States, Latin America, Africa, etc. 

Another brand that is surprisingly missing is Citicorp.

[woodshere]

I use 7 of the 10, guess I am just a "brand influenced girl".

[mecch]

So I guess this is about one research company's definition of "power" as the title says.

I guess I was thinking more in the lines of the world's most "well-known" or "recognised" or "respected" brands, as many of these rankings used to be about.

So I suggest in sarcasm, the most "powerful" brand in the world is USA 1.  Or the US Millitary.  Now, that's shock and awe.  And probably one of the biggest budgets. 

[phildinftlaudy]

So I suggest in sarcasm, the most "powerful" brand in the world is USA 1.  Or the US Millitary.  Now, that's shock and awe.  And probably one of the biggest budgets. 

I would have to agree....

[Rev. Moon]

Here is the link to one of the articles regarding this topic:
http://gawker.com/5799830/apple-overtakes-google-as-worlds-most-powerful-brand

The research was done by: Research company Millward Brown

Wal-Mart did make the overall list of 100 Most Powerful Global Brands

Ah, that makes more sense.  Thanks, Phil.  I was feeling kinda lazy and didn't wanna Google it.

Posted from mah iPad2, while using Verizon's 3G broadband at a Barnes & Noble, drinking a delishes Starbucks' Latte made with skim milk --and keeping an eye on this fine Cuban who keeps going in and out of the restroom; cruising for bruising anyone?

[phildinftlaudy]

Posted from mah iPad2, while using Verizon's 3G broadband at a Barnes & Noble, drinking a delishes Starbucks' Latte made with skim milk --and keeping an eye on this fine Cuban who keeps going in and out of the restroom; cruising for bruising anyone?

That's me you see at the Barnes and Noble - I am dressed in my finest Cuban attire today and I have been going in and out of the restroom, just eyeing you up..... through my D&G sunglasses 

[mecch]

Remember how they were saying Desert Storm turned a profit.
That was horrifying!  Sooooooooo "Eisenhower was right"!

[Rev. Moon]

That's me you see at the Barnes and Noble - I am dressed in my finest Cuban attire today and I have been going in and out of the restroom, just eyeing you up..... through my D&G sunglasses  

Is that a Rolex™ on yer wrist?  Let's get outta here on your Porsche™, get a booth at Happy Books™, and do the nasty while wearing a Durex™ rubber.  I must warn ya, I gotz teh AIDS™ (over 25 million unhappy customers carnt be wrong).

[mecch]

You branded boys need to see this documentary:

http://www.imdb.com/title/tt1241325/

We are not the products we consume! (unless we want to be!) 

[phildinftlaudy]

Is that a Rolex™ on yer wrist?  Let's get outta here on your Porsche™, get a booth at Happy Books™, and do the nasty while wearing a Durex™ rubber.  I must warn ya, I gotz teh AIDS™ (over 25 million unhappy customers carnt be wrong).

oops, must not be me.... I'm wearing a Mickey Mouse wind-up watch, drive a Yugo, live near Prime Time Adult Bookstore, and can only use de Magnum rubbers.....the ones I get at Family Dollar..... I have teh AIDS too (oops, teh VIH - semantics, semantics) - maybe you could still come by and we can swim in my backyard pool (made by Backyard Pools R Us), you, me and some of my furry little friends (say hello to my furry little friends)

[Rev. Moon]

You branded boys need to see this documentary:

http://www.imdb.com/title/tt1241325/

We are not the products we consume! (unless we want to be!) 

That's a very good documentary, Mechhers™.  I saw it a little while ago on Netflix.

A very good book around this subject is No Logo by the uberfabulous Naomi Klein. It is available through Amazon.com.

we can swim in my backyard pool (made by Backyard Pools R Us), you, me and some of my furry little friends (say hello to my furry little friends)

Awwwww, can I have the brown one with white spots?  Did you say his name was Miguelito?  He too cute!!

[mecch]

If you had to be branded in order to continue living, which brand would you prefer to be?

[phildinftlaudy]

If you had to be branded in order to continue living, which brand would you prefer to be?

Magnum Man!!!!

Insert picture of your favorite Magnum condom here ----->

[mecch]

If nations are brands:  a study:

2010 Top Nation Brands:

1. United States [In 2009: United States]
2. Germany [In 2009: France]
3. France [In 2009: Germany]
4. United Kingdom [In 2009: United Kingdom]
5. Japan [In 2009: Japan]
6. Canada [In 2009: Italy]
7. Italy [In 2009: Canada]
8. Switzerland [In 2009: Switzerland]
9. Australia [In 2009: Australia]
10. Sweden [In 2009: Spain, Sweden (tie)]

http://nation-branding.info/2010/10/13/nation-brands-index-2010/

Worst country brand out of 102 on the list:  Libya.

[mecch]

I guess I could deal with some old kinda dusty but well-liked brand.  Flexible Flyer?  

I think that character on 30 Rock who is humanoid Harvard is pretty funny as a warning against being a brand.
Then there is the Aziz Ansari character on Parks and Recreation.  

[CaptCarl]

If you had to be branded in order to continue living, which brand would you prefer to be?

Death please....

[tednlou2]

Millward Brown, the source for this ranking, explains their methodology on how they came up with not just the top 10, but the top 100.  Value, future earnings expectations, Bloomberg, yada, yada, yada....  I'm surprised Walmart wasn't in the top 10. 

I sometimes eat at McDonald's.  I only have an Ipod and my mobile phone is with Sprint.  I use to smoke Marlboro reds before quitting.  I have GE appliances and I'm sure many other products I'm just not aware of--they make a lot of stuff.  Most of the airplane trips we take are probably with GE engines and a lot of the medical equipment is made by them.  Google of course--especially with an Android phone.  I'm a big coke head.  Well, I've just about switched back to Diet Dr. Pepper exclusively. 

http://www.millwardbrown.com/BrandZ/Default/Methodology.aspx

[sam66]

     Wonder what position brand HIV/ AIDS  is,   worth about $ 20 Billion a year

[Rev. Moon]

I'm a big coke head. 

Errm... The white Colombian powder is not a trademark, Tedderz ®