No tyres in top 100 brands list
Leading international branding consultancy Interbrand has just published its 13th Annual Best Global Brands report, listing the world's 100 most valuable brands. However, it has to be pointed out that despite the size of some of the industry’s leading brands – and despite their ability to communicate their various brands online (see separate article) – there are no tyre brands in the top 100 this year.
Coca Cola retains the number one spot, with Apple and IBM second and third. Indeed, the highest-rated automotive companies are Toyota, Mercedes-Benz and BMW, at 10th, 11th and 12th respectively. However, tyre companies may take heart from the fact that some very famous brands in other industries do not make the list, while others – such as Ferrari at number 99 – just squeeze in.
Interbrand’s methodology – the first of its kind to be ISO certified – analyses the many ways a brand touches and benefits an organisation, from driving bottom-line business results to delivering on customer expectations. To develop its report, Interbrand examines the three key aspects that contribute to a brand’s value:
• The financial performance of the branded products or service
• The role the brand plays in influencing consumer choice
• The strength the brand has to command a premium price, or secure earnings for the company