1. Access the most recent ranking of the Top 100 Brands at www.interbrand.com. Create a chart representing the number of brands from the countries listed. Which country has the most brands in the top 100 ranking? What is the second leading country? (AACSB: Communication; Analytical Reasoning)
2. Click on the "Best Global Brands" dropdown menu at the Inter-brand Web site (www.interbrand.com) and select "Interactive Charts." Click on an industry sector on the chart labeled "Brands by Sector." What are the top brands in that sector? Click on one of the brands and examine the change in its brand value over time. What percentage change in value did that brand experience in the last year for which data are available? Research that brand and write a report explaining why that brand's value changed over time.
What is a brand worth? It's not just about dollars and cents. Interbrand, a leading brand valuation company, ranks the top 100 global brands annually and considers brand strength in addition to financial performance. The top global brand for years has been Coca-Cola, valued at almost $72 billion in 2011, followed by IBM, Microsoft, Google, GE, McDonald's, Intel, Apple, and Disney. In addition to financial data, Interbrand measures the role the brand plays in that financial outcome by comparing demand to that of an unbranded product in the same category. Nonfinancial factors are examined to assess a brand's strength. Internal brand strength factors include clarity, commitment, protection, and market responsiveness of the company regarding the brand. External factors include authenticity, relevance, differentiation, consistency, presence, and understanding of the brand among consumers in the marketplace.