Interbrand and Businessweek releases the Best Global Brands report every year. This year too they have published the report on the world’s most valuable brands. If we look at the table very closely, we can learn a lot of things about these global brands.
Some interesting findings:
- All the brands are consumer brands which are directly bought, used and consumed by the consumers. Only a handful of brands are B2B brands.
- These global brands are truly global, in the sense that they are known across the globe, even if they are not present in that country. For instance, everyone knows about Starbucks in India even tough it does not have its shop in India.
- Every global brand is a leader (or next to leader) in their respective category in their home market. Some in the International markets as well.
- These global brands have powerful brand recall. They generate top of mind recall in their respective category.
- Automotive, Financial Services and Consumer Electronics are top three categories that dominate the global brand list.
- It takes a lot of time to build a global brand. However, there isn’t a magic number on the number of years it takes to build a global brand. The best example is Google which is just a 10 year old brand whereas Coco Cola is 122 year old brand.
- Only three nations, United States and Europe and Asia rule the Top 100 Global Brand list.
- United States clearly dominates the list where one is every two brand comes from this country. Infact, 8 out of top 10 global brands belong to US.
- European countries like Italy, France and Switzerland capture the other half of the global brand list.
- Only two Asia countries Japan and South Korea feature in the list.
I leave this post with an important question; “Will India ever have a Global Brand?”
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