The Best Global Brands 2005 – the 100 most valuable global brands

For the fifth time in a row, Interbrand is presenting the ranking of the 100 most valuable global brands (measured in US dollars). This year, ebay, HSBC, Samsung, Apple, and UBS enjoyed the largest increases in brand value, while Sony, Morgan Stanley, Volkswagen, Levi’s, and Hewlett Packard faced the highest losses.


Coca-Cola is number 1
The most valuable brand is Coca-Cola with an estimated value of Euro 56 thousand million. American brands continue to dominate the ranking, with eight of the ten top positions, but with a total of 53 brands, six fewer than last year, they only make up around half of the ranking. Apart from Coca-Cola, the top brands are Microsoft (ranked 2nd), IBM (ranked 3rd), GE (ranked 4th), Intel (ranked 5th), Nokia (ranked 6th), Disney (ranked 7th), McDonald’s (ranked 8th), Toyota (ranked 9th) and Marlboro (ranked 10th). The winners of this year’s ranking are brands that have demonstrated complete consistency in all of their products and services in each market and type of customer contact.

Mercedes remains the most valuable German brand
Mercedes is still the most valuable German brand, ranked 11th, despite a 6% decline in brand value. In contrast, BMW is continuously catching up, increasing its brand value by 8% and taking 16th place. Volkswagen experienced one of the greatest losses this year, now ranked 56th due to a 12% drop in brand value. With SAP (ranked 36th), Siemens (ranked 45th), adidas (ranked 71st), Porsche (ranked 76th), Audi (ranked 79th) and Nivea (ranked 98th), there are a total of nine German brands in this year’s ranking – the second strongest group once again.

Samsung records enormous brand value increase
The South Korean brand Samsung (ranked 20th) recorded a 19% higher brand value this year alone. With a total increase of 186% over the last five years, it is the most successful of all brands ever represented in the ranking.
Top movers
Novartis is a newcomer to the ranking, entering at 43rd place. Novartis is the only pharmaceutical brand today that has made a strong investment in generics. With a 16% increase in brand value, UBS is one of the 5 “top movers” in this year’s ranking thanks to their consistent pursuit of a single brand strategy and their strong position in private wealth management. The renowned Swiss brands Nescafé (ranked 24th), Nestlé (ranked 66th) and Rolex (ranked 72nd) also saw their brand values rise. Philips moved up 12 spots to 53rd place, thanks in part to the successful “sense and simplicity” campaign and new available data. The other Dutch brands ING (ranked 87th), Shell (ranked 90th) and Heineken (ranked 100th) were able to more or less maintain their positions.

Brand valuation by Interbrand Zintzmeyer & Lux
“The Best Global Brands” are the 100 most valuable global brands with a brand value over US$2.3 thousand million. They were selected according to two criteria: First, the brand needed to have a global presence and generate significant revenues on the most important world markets. Second, it was necessary for these companies to have sufficient publicly available marketing and financial data. These annually published brand values were calculated on the basis of publicly available financial and marketing information. The listed brand value expresses the current value of anticipated future revenue that would be generated and secured solely due to the presence of the brand.
“The Best Global Brands” will be published as a special report in the August 1, 2005 edition of BusinessWeek and can be viewed at www.businessweek.com

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