Top Global Brands: 2008 – 2011

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Each year, a report is put out stating the top global brands of the year. After reviewing this year’s list, I wanted to review the past few years and see how the global arena has changed, if at all.

Please find the lists of the Top 10 Global Brands from 2008 – 2011 below:

Top 10 Global Brands of 2008 (source: http://www.businessweek.com/interactive_reports/global_brand_2008.html):

  1. Coca-Cola
  2. IBM
  3. Microsoft
  4. GE
  5. Nokia
  6. Toyota
  7. Intel
  8. McDonald’s
  9. Disney
  10. Google

Top 10 Global Brands of 2009 (source:http://www.businessweek.com/interactive_reports/best_global_brands_2009.html):

  1. Coca-Cola
  2. IBM
  3. Microsoft
  4. GE
  5. Nokia
  6. McDonald’s
  7. Google
  8. Toyota
  9. Intel
  10. Disney

Top Global Brands of 2010 (source: http://www.interbrand.com/en/best-global-brands/Best-Global-Brands-2010.aspx):

  1. Coca-Cola
  2. IBM
  3. Microsoft
  4. Google
  5. GE
  6. McDonald’s
  7. Intel
  8. Nokia
  9. Disney
  10. HP

Top Global Brands of 2011 (source: http://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspx):

  1. Coca-Cola
  2. IBM
  3. Microsoft
  4. Google
  5. GE
  6. McDonald’s
  7. Intel
  8. Apple
  9. Disney
  10. HP

I don’t think anyone is surprised that Coca-Cola, IBM, and Microsoft have held strong in the top 3 spots each year. Coca-Cola has dominated with its, “think local, act local” approach to marketing. Coca-Cola wants to provide consumers with beverages to fit their different life styles and life stages. As so eloquently stated by CEO Douglas Daft,  “In the past Coke succeeded as it appealed to global commonalties. In the future there is a need to understand and appeal to local differences.”

IBM, also thinking local, acting local, built a strategy and training that gave sales personnel knowledge as to how they will speak with their customers in their specific country in a way that is relevant to the customers of that country. According to Ivy Cohen’s Marketing Coach Article, “All IBM local market organizations  have the ability to create their own sales and public relations communications if they choose, provided they meet three criteria: They 1) look like, 2) sound like, 3) perform like … IBM.”

But the companies in these lists that are most interesting are Google, Nokia, and Toyota.

In 2008, Google entered the Top 10 at the number 10 spot. But the next year, it was able to jump to 7, and then to 4 – where it has held strong for the past 2 years.

Nokia, on the other hand, had the opposite effect. In 2008 and 2009, Nokia held strong at number 5, but in 2010 dropped to 8, and fell out of the Top 10 in 2011. Also, Toyota, a once very strong global brand, fell drastically going from 6th in 2008, to 8th in 2009, to out of the Top 10 by 2010.

One can only assume that Toyota’s downfall had to do with the large PR problems the company faced in 2010 from recalls, safety problems, hearings, and investigations. . . but Did Google become so successful because it had a great global marketing strategy? Or simply because it made the right business choices, focused on user experiences, made good choices regarding mergers and acquisitions, etc.? Or were those all part of their global strategy?

What about Nokia? Did it lose ground because it failed to have a successful global marketing strategy? Or could it just not compete with the surge of other successful mobile phone manufacturers, android technology, and Apple?

What do you think?

 

Additional Sources:

http://www.ivycohen.com/MarketingCoach/StrategyGlobalBrandingatIBM.html

http://nishu.articlesbase.com/international-marketing-articles/marketing-strategy-for-coca-cola-3224008.html

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