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1990 2000 1 Coca-Cola Coca-Cola 2 Kellogg's (33) Microsoft * 3 McDonald's IBM

Top Worldwide Brands. 1990 2000 1 Coca-Cola Coca-Cola 2 Kellogg's (33) Microsoft * 3 McDonald's IBM 4 Kodak (24) Intel * 5 Marlboro (11) Nokia * 6 IBM General Electric * 7 American Exp. (19) Ford * 8 Sony (18) Disney * 9 Mercedes (12) McDonald's

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1990 2000 1 Coca-Cola Coca-Cola 2 Kellogg's (33) Microsoft * 3 McDonald's IBM

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  1. Top Worldwide Brands 1990 2000 1 Coca-Cola Coca-Cola 2 Kellogg's (33) Microsoft * 3 McDonald's IBM 4 Kodak (24) Intel * 5 Marlboro (11) Nokia * 6 IBM General Electric * 7 American Exp. (19) Ford * 8 Sony (18) Disney * 9 Mercedes (12) McDonald's 10 Nescafe (22) AT&T * Source: Interbrand

  2. Evaluation Criteria 1. The brand must be global and generating significant global revenue. 2. Focused on 25 mainstream industry sectors. 3. There must be sufficient marketing and financial data publicly available. Excluded for the above reasons were Visa, Levi’s, Lego, BBC.

  3. Brand Survey Summary • The US dominated the top 75 with 42 companies. • But lost ground in key sectors like automotive. • Technology companies dominated the top five. • Internet companies showed the highest growth in the • past twelve months. • US consumer products are still going strong. Conclusion: Stable brands are arguably the most stable business asset a company can have.

  4. Other US Companies 13 Hewlett-Packard 14 Cisco Systems 16 Citibank 17 Gillette 19 American Express 21 Compaq 26 Budweiser 27 Xerox 28 Dell 29 Gap 30 Nike 35 Pepsi-Cola 36 Apple 37 MTV 38 Yahoo! 41 Duracell 45 Kleenex 46 AOL 47 Amazon.com 49 Motorola 50 Colgate 51 Wrigley’s 56 Hertz 63 Barbie 65 Wall Street Journal 66 Ralph Lauren 68 Hilton 69 Jack Daniels 71 Pampers 72 Starbucks

  5. Other Foreign Companies 15 Toyota 20 Honda 23 BMW 31 Volkswagen 32 Ericsson 34 Louis Vuitton 39 SAP 40 Ikea 42 Phillips 42 Samsung 44 Gucci 46 Reuters 52 Chanel 53 Adidas 54 Panasonic 55 Rolex 57 Bacardi 58 BP 59 Moet & Chandon 60 Shell 61 Burger King 62 Smirnoff 64 Heineken 67 Johnny Walker 70 Armani 73 Guinness 74 FT 75 Benetton

  6. Brand Loyalty • Reduce Marketing Costs • Attract New Customers • Respond to Competitors Brand Awareness Anchor to which other activities can be attached Brand Equity Perceived Quality • Reason to buy • Differentiation • Channel Member Interest Competitive Advantage Brand Associations • Retrieve Information • Positive Attitude • Extensions Other Brand Assets • Asset Value • Prices/Profit Margins • Trade Leverage

  7. $ billion Source: Interbrand $ billion

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