THE WORLD's GREATE BRANDS THEWORLD's GREATEST BRANDS Edited by Nicholas Kochan

THE WORLD'S GREATE BRANDS THEWORLD'S GREATEST BRANDS Edited by Nicholas Kochan ~CMILLAN Business Interbrand © Interbrand Group plc 1996 Solleoyer reprint oIthc hardcover 1st edition 1996978-0-333-66419-3 All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No paragraph of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, 90 Tottenham Court Road, London Wl P 9H E. Any person who does any unauthorised act in relation to this publication may be liable to criminal prosecution and civil claims for damages. The author has asserted his rights to be identified as the author of this work in accordance with the Copyright, Designs and Patents Act 1988. First published 1996 by MACMILLAN PRESS LTD Houndmills, Basingstoke, Hampshire RG21 6XS and London Companies and representatives throughout the world ISBN 978-1-349-14116-6 ISBN 978-1-349-14114-2 (eBook) DOI 10.1007/978-1-349-14114-2 A catalogue record for this book is available from the British Library. This book is printed on paper suitable for recycling and made from fully managed and sustained forest sources. Designed and typeset by Jim Weaver Design, Basingstoke Repro by Ocean Colour Ltd, Shoreham-by-Sea FOREWORD In 1990 Interbrand published its first choice of Perhaps it is this quality - unwavering the World's Top Brands. Now, under the title The consistency in a rapidly changing world - that best World's Greatest Brands, we present our second explains the extraordinary influence of brands. review. During the intervening six years much When political systems crumble, long-standing has happened to test the mettle of brands. The geographical and ethnic boundaries change world's leading economies have suffered the (seemingly) overnight, and the verities of the major ravages of a deep and sustained period of religious faiths are called increasingly into question, recession. Most have now recovered but many who can blame people if they cleave to the more smaller, dependent economies - particularly constant icons of civilisation 7 This may seem those in Africa and Latin America - continue to fanciful, but brands, by default, now supply many of be affected. At the same time there have been the qualities of reliability, trust and emotional and profound political and social changes in eastern physical fulfilment that were once obtained from Europe and dramatic economic growth in the Far other, loftier, sources.lt is right, therefore, that we East. And almost everywhere there have should recognise the social as weil as the occurred fundamental changes in the balance of economic significance of brands. power between manufacturers and retailers. This book contains Interbrand's choice of the So how has this affected brands? Arguably they world's greatest brands. Because it is Interbrand's are stronger than ever. But it would be wrong to choice it is of course idiosyncratic, and we shall no say that major players like McDonald's, Coca-Cola, doubt be criticised for its peculiarities. But that Marlboro and Mercedes have emerged unscathed most idiosyncratic of Englishmen, SamuelJohnson, from the experiences of the last few years. Each has was taken to task for his great Dictionory as much encountered problems: health scares, for what he had left out as for wh at he had put in. supermarkets' private labels, over-ambitious pricing When asked bya lady friend why he had defined and excessive costs of production have all the word 'postern' (the area between a horse's threatened their competitiveness.These challenges fetlock and hoof) as'o horse's knee' the good have represented a sort of nemesis, an almost doctor replied 'Ignorance, madam, pure ignorance: inevitable consequence of the hubris of the late If similarly challenged we will offer no more robust 19805. That each of these brands remains amongst a defence. the most powerful in the world is a great tribute to We hope that you enjoy our choice of The the underlying quality they possess. Worlds Greotest Brands. CONTENTS PREFACE viii ACKNOWLEDGEMENTS ix INTRODUCTION x Context The origins of branding Values and visions Brands for the next century - future trends Assessing the world's greatest brands THE WORLD'S TOP 100 BRANDS xvi THE WORLD'S TOP BRANDS BY SECTOR xix TOP BRANDS LlSTED BY WEIGHT LENGTH, BREADTH AND DEPTH xxvii The Brands PREFACE This book is the result of a collaboration My colleague Keith Gray has lent me his between a large number of people.1 would like extraordinary powers of administration for to thank all of them, but have only enough space handling a project of considerable complexity. here to name a few. Keith has stuck at it when the going got tough and First, I would like to thank Interbrand, and in I am indebted to him.1 also owe thanks for the particular Interbrand's founder and former contributions of Miriam Kochan, Robert Dwek and chairman John Murphy. John wrote and edited the Nicholas Jones and for the administrative support first edition of this book in 1990, and I owe a lot to of Karen Hayward. his work then and to his encouragement and Finally, I would like to thank the staff of support in the creation of this book. Then I would Interbrand and Macmillan for their assistance in the like to thank Paul Stobart, former Chairman of long gestation of the World's Greatest Brands. Interbrand's European businesses, who has also contributed greatly to this volume. Nicholas Kochan Editor viii ACKNOWLEDGEMEN 5 The publishers would like to thank all those brand-owners and their agents and associates who have supplied information and illustrations for this book.lt should be noted that virtually every product or corporate name mentioned in the book is a registered trademark and virtually every logo reproduced in the book is the specific property of a company. ix IN RODUCTION What do Marlboro, Nike, Levi's and Michael farming. Branding, as this book will show, is at its Jackson have in common?They are all heavily simplest a way of saying that something belongs promoted, all owned or sold by large companies, to me. When the Norse farmers branded their and each has a carefully developed set of'values' cattle, they were saying:"1 have the right to this which appeals to a specific audience.ln short, possession': When today a business seeks to build a each is an extremely powerful brand. brand it is asking the consumer to pick that A powerful brand frequently provides the source company's product and notanother.Thus of a company's wealth for many generations.The ownership is still at the root of the brand. best brands improve with age, developing clearly When companies wanted and were able to seil defined personalities, as weil as the affection and their products to large numbers of people, brand loyalty of the public. The best become parents to building began in earnest. Such mass-selling was sub-brands and brand extensions, which give the spurred by developments in communications.The owner a chance to exploit their values and names speeding up of distribution in the United States in new areas. and in Europe began in the second half of the Brands impact enormously, not only on the nineteenth century with the arrival of the railways. company which owns them, but also on the wider Suddenly products could travel, more consumers society in which they operate and in which they could be reached and the salesman was on his are enjoyed. Brand values are of course designed to way. appeal to consumers and thus to seil products. But This was the era of some of the greatest brand owners should not forget that they are entrepreneurs and brand-builders of all time; of dealing with a powerful emotional tool. For their Messrs Procter and Gamble, Kellogg, Cadbury and own as weil as society's good, brand-owners need Rowntree.There are numerous examples cited in to be aware of the responsibility inherent in this book of men and women who had a bright managing these powerful properties.The creation idea for a product and were lucky and clever of groups of nations, the globalising of the world enough to have the funds to exploit it. Critically, economy, the expansion of massive companies they also had the customers to buy it and the across borders - all these factors make the brand intelligence to build an organisation to exploit it. increasingly powerful.lncreasingly, the brand is Today,although there are still entrepreneurs becoming a cultural emblem in a shrinking world. building their own brands, the task of the majority This book explains the origins of some of the of brand-builders is to take the legacy of existing greatest brands in the world. Readers will find brands and adapt them to suit the requirements of many object lessons in brand-building as they more sophisticated consumers.They must proceed through this book, though they should be embrace the increasing possibilities for the aware that, for every great brand described, there communication of brand values and acknowledge are numerous brands that failed. Brand-building the growing financial pressures on brands to make entails vast risk as weil as holding the promise of areturn. vast reward. These pressures have given rise to the massive growth in recent years of the advertising industry. THE ORIGINS OF BRANDING Advertising agencies are the communicators of brand values and many are very effective.

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