Best global brands
Best global brands
Kiley D.Business Week, August 7, 2006, Start page: 54,No. of pages: 8
Purpose – features the Business Week/Interbrand Annual ranking of the 100 top global brands. Design/methodology/approach – outlines how in order to qualify for the listings, each brand must draw one third of its earnings from outside the home country and be recognizable outside of its base of customers;identifies each listed brand’s 200-2006 brand value, percentage change,country of ownership and provides corporate descriptions; evaluates market leadership, stability and global reach. Reports on the top five big winners and losers; highlights how this year’s rankings are dominated by brands that have shown innovative activity in the design of new products; illustrates with examples. Presents a number of corporate case studies – McDonalds, Google,Hyundai, Royal Philips Electronics and Starbucks; examines how their marketing activities have impacted on their rankings. Originality/value – Presents information on the top 100 global brands. ISSN: 0007-7135 Reference: 35AU248
Keywords: Brand management, Brand names, Corporate strategy, Financial performance, Marketing strategy, New products
