2013 ›› Definitive Global BrandRanking Report

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2013 ›› Definitive Global Brand Ranking Report 1www.ideasbig.com

IntroWith so many global brand rankings and lists published annually, which is the most accurate? Surely, the most popular or prestigious brand rankings include Forbes, Interbrand, Millward Brown BrandZ, and the Brandirectory. However, when comparing, each ranking had strikingly different results.

This observation led to the idea for this 2013 Definitive Global Brand Ranking Report, which simply uses a composite or index of all four of these brand rankings. Sponsored by IDeas BIG (brand identity group), following is our methodology.

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2013 ›› Definitive Global Brand Ranking Report 2www.ideasbig.com

>>MethodologySo how did we do it? No doubt, these top brand rankings were put together by

teams of individuals, exerting hundreds of thousands of hours in research. We simply

converted each of the rankings to an index of 100, and averaged the index "scores"

to create a composite or average. This process eliminated the vast differences

between the 4 reports and, we believe, eliminated potential biases of the respective

reports. As some brands appeared on some reports but not others, we compiled a

list of over 200 brands. This larger list allowed us to remove outliers that had only

appeared on a single list, or brands that failed to affect a global spectrum.

>>The ReportThe results of this analysis are presented here, as the inaugural 2013 Definitive

Global Brand Ranking Report . The report starts with some of the factors that effect

brand valuation, along with a detailed listing of the Top 10 Global Brands in 2013,

followed by the next ninety. Next, we break out the Top 10 Business-to-Business

Brands of 2013 with some detail, a first of its kind perspective that we feel is important.

2013 ›› Definitive Global Brand Ranking Report 3www.ideasbig.com

>>What Factors Make a Strong Brand?Again, each brand ranking system included very different criteria for brand

valuation. The factors that each took into consideration were incredibly diverse.

We believe that each ranking had positives and negatives. Still, following are some

of the most important criteria for each brand’s success.

Financial Performance >> What some may argue to be the most important

factor in brand rankings, financial performance and investment return, is the first

criteria for inclusion. Financial success is based on revenue, profit, brand equity or

goodwill, growth, and financial outlook. The importance of a brand in creating

financial results for a company is its lifeblood.

Brand Loyalty >> The next most important measure of a brand’s strength is

its loyalty, both external and internal. Deep loyalty is a safeguard from competitors,

with brand evangelists supporting brand success without cost. This helps to put into

perspective the long term valuation and ability to reach consumers or customers

in the future. Internal loyalty includes employees and other stakeholders, who can

act as brand ambassadors.

Clarity >> Is the image and perception of the brand easy to understand?

What does the brand stand for and what are the brand’s values? Is the brand

authentic and not fake? Is the brand open and honest in its communications?

Responsiveness >> Brands must quickly adapt to market, technological,

political, or legal changes. Strong brands either rise to the challenge from

external factors or fall behind.

Differentiation >> Strong brands are unique and different than other

brands in its category. Strong brands command a price premium because of

perceived differences.

Relevance >> Does the brand remain at the top of the consumer’s mind?

Even if the brand was established long ago, does it retain its strength over time?

Is the brand considered contemporary? A leader in its category?

2013 ›› Definitive Global Brand Ranking Report 4www.ideasbig.com

>>1. Apple www.apple.com

The definitive winner on every list by a long margin, Apple, has mastered the art of differentiation from competition. A combination of internal and external successes, Mac sales have increased on average 15% each year. In addition to this, in 2012, Apple spent time as the “Most Valuable Company of All Time”. Continuing a trend that focuses on the original slogan “Think Different”, Apple continues to innovate, creating value for consumers and investors as the Most Valuable Brand of 2013.

>>2. Google www.google.com

Another strong performer across each rating site, Google, has been successful at maintaining customer interaction and coming out with increased technological success. Between search, Android Development, Google Maps, and many others, Google has been the go-to brand name for years. Additionally for Google, the company controls over one-third of net online spending and is poised for additional growth over the course of the foreseeable future.

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Top 10

2013 ›› Definitive Global Brand Ranking Report 5www.ideasbig.com

>>3. IBM www.ibm.com

With record earnings per share and cash flow even in the face of decreased revenues, IBM is the company to look for regarding innovation. Securing nearly 6,500 patents in 2012, the company knows about product development and protecting their property. Even more aggressively, the company is able to remain competitive even in emerging markets while opening 144 offices for B2B sales in 2012. Combining Big Data and innovation, IBM remains a force to be reckoned with and will continue the growth and development of the company name for many years.

>>4. Microsoft www.microsoft.com

As the brand streamlines, announcing the ”One Microsoft” campaign, this company has been able to define itself in a market across many platforms within the technology sector. The competitive advantage behind Microsoft’s capabilities is that it maintains demand for both its Windows and Office platforms, generating a need and unparalleled user experience.

>>5. coca-cola www.coca-cola.com

Although ousted from the top spot on multiple valuations, Coca-Cola has remained one of the most recognizable brands for over a hundred years. As it follows its vision for 2020, the brand remains focused on creativity, innovation, and growth. As the brand remains accessible to nearly every person of every background, it had reached over 200 markets with its “Open Happiness” campaign. Coca-Cola remains a brand to look to for inspiration and innovation.

>>6. General electric (Ge) www.ge.com

With the growth of Big Data comes the increase of GE’s competitiveness. Through Enterprise software, analytics, and efficient R&D, the company continues to be a force in the data and enterprise businesses. Combining “Big Iron with Big Data”, GE has successfully streamlined its processes and grown its impact on the world at large.

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2013 ›› Definitive Global Brand Ranking Report 6www.ideasbig.com

>>7. Mcdonald's www.mcdonalds.com

With successful entry and growth into Asian markets, McDonald’s has been able to succeed within the restaurant market and is the only restaurant on the top 10 list. Increasing its competitiveness by offering premium items to the local markets, McDonald’s has been able to fit into many different markets through diversification and placement. In this diversification, the company has been able to remain at the top of its game, competing even with premium coffee offerings using its McCafe line.

>>8. AT&T www.att.com

Although not recognized by Interbrand, AT&T as a holding company and conglomerate ranks highly on each of the other lists due to its ability to reach consumers and control markets. Even since the Bells, AT&T has held strong brand value and loyalty through offerings from cell phones to internet on the consumer side; and business services, data organization, and infrastructure on the business and government side.

>>9. Walmart www.walmart.com

Again not labeled as a global competitor due to different global brand names, Walmart tops the sales categories of any brands through its diverse offering. The brand itself is easily recognized, and the span of the supply chain is enough to list it atop many global brand lists.

>>10. china Mobile www.chinamobileltd.com

Any company that can control the telecom industry in the most populous nation of the world is recognizable as one of the top brands. With diverse offerings in its home base, China Mobile remains a strong competitor and rounds off the top 10 list.

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2013 ›› Definitive Global Brand Ranking Report 7www.ideasbig.com

RAnk coMpAny InTeRBRAnd BRAndIRecToRy MIllWARd BRoWn FoRBeS Brand Index:

11 Vodafone N/A 13 17 N/A 0.8605

12 Samsung Group 8 2 30 9 0.8523

13 Toyota 10 15 23 14 0.8404

14 Verizon N/A 10 12 22 0.8399

15 BMW 12 21 24 11 0.8399

16 ICBC N/A 31 16 N/A 0.8114

17 Amazon.com 19 8 14 33 0.7988

18 Walt Disney 14 27 26 17 0.7988

19 Mercedes-Benz 11 28 43 16 0.7897

20 Intel 9 26 61 8 0.7403

21 China Construction Bank N/A 46 22 N/A 0.7390

22 Marlboro N/A 57 8 29 0.7375

23 American Express 23 35 28 26 0.7272

24 Wells Fargo N/A 14 13 56 0.7176

25 HSBC 32 22 25 32 0.7151

26 Oracle 18 55 36 13 0.7127

27 Nike 24 60 N/A 24 0.7111

28 UPS 27 49 15 47 0.6889

29 SAP 25 88 19 21 0.6883

30 Louis Vuitton 17 214 29 10 0.6400

31 Ford 42 34 N/A 44 0.6329

32 Cisco 13 58 77 12 0.6307

33 HP 15 54 54 31 0.6220

34 The Home Depot N/A 18 41 48 0.6217

35 Honda 20 53 71 20 0.6191

36 Pepsi 22 36 75 25 0.6087

37 T-Mobile N/A 79 27 N/A 0.6084

38 Agricultural Bank of China N/A 56 37 N/A 0.5951

39 Nestle 56 40 N/A 39 0.5907

40 Gillette 16 121 45 23 0.5868

41 Budweiser 31 134 34 19 0.5855

42 Loreal 39 N/A 42 28 0.5824

43 Pampers 29 N/A 32 51 0.5770

44 Citi 48 24 64 N/A 0.5527

45 IKEA 26 50 74 41 0.5450

46 Tesco N/A 41 55 N/A 0.5402

47 Siemens 45 33 72 35 0.5325

48 Hyundai 43 30 N/A 81 0.5221

49 H&M 21 104 69 30 0.5193

50 Visa 74 132 9 34 0.5176

2013 ›› Definitive Global Brand Ranking Report 8www.ideasbig.com

RAnk coMpAny InTeRBRAnd BRAndIRecToRy MIllWARd BRoWn FoRBeS Brand Index: 51 Nescafe 37 229 N/A 27 0.504452 Kelloggs 30 100 N/A 58 0.500553 Orange N/A 52 60 N/A 0.499654 RBC N/A 90 38 N/A 0.492855 eBay 28 86 47 59 0.492356 Toshiba N/A 61 56 N/A 0.481557 Zara 36 155 35 52 0.480658 Volkswagen 34 17 100 62 0.479159 Facebook 52 198 31 36 0.473860 Shell 73 12 49 66 0.471061 Bank of China N/A 64 58 N/A 0.467062 ExxonMobil N/A 38 39 82 0.465263 Canon 35 128 N/A 57 0.463064 Danone 49 136 N/A 42 0.460365 JP Morgan 33 65 93 54 0.448966 Accenture 41 109 53 49 0.447967 Target N/A 44 76 N/A 0.446568 Sinopec N/A 67 67 N/A 0.443069 TD N/A 89 46 N/A 0.441870 SberBank N/A 63 70 N/A 0.436771 PetroChina N/A 71 65 N/A 0.435472 Audi 51 204 N/A 43 0.421373 Philips 40 126 N/A 71 0.408574 Thomson Reuters 47 212 N/A 50 0.405175 Caterpillar 58 103 N/A 60 0.397376 Chevron N/A 43 97 N/A 0.393177 Movistar N/A 84 66 N/A 0.392278 Gucci 38 168 68 N/A 0.392079 Hermes 54 252 40 53 0.390180 3M 76 83 N/A N/A 0.384281 Sony 46 98 N/A 80 0.383582 Allianz 63 75 N/A 77 0.382183 Chase N/A 19 81 87 0.374984 Panasonic 68 99 N/A N/A 0.373185 AXA 59 59 N/A 97 0.366286 Goldman Sachs 44 137 N/A 79 0.360087 Nissan 65 42 86 78 0.357888 Adidas 55 187 N/A 61 0.356089 China Life N/A 107 57 N/A 0.354590 Colgate 50 240 50 64 0.343391 BP N/A 80 78 N/A 0.339692 MasterCard 97 206 20 67 0.331893 Morgan Stanley 71 133 N/A N/A 0.318394 Baidu N/A 374 33 N/A 0.316395 Porsche 64 N/A N/A 95 0.312296 Commonwealth of Australia N/A 213 48 N/A 0.309297 ANZ N/A 184 52 N/A 0.306798 US Bank N/A 164 63 N/A 0.299499 FedEx N/A 87 62 91 0.2901

100 Cartier 60 256 N/A N/A 0.2852

2013 ›› Definitive Global Brand Ranking Report 9www.ideasbig.com

>>other notable Brands These Brands were not included on the top 100 list, but are to be recognized

as being competitive, or appearing only on one list.

Brands Appearing on One List: NTT Group, Bank of America, Mitsubishi,

BNP Parabas, Tata, Mitsui, PwC, GDF Suez, Hitachi, AXA, Deutsche Bank, Bradesco,

Sinopec, Barclays, Total, CVS, Deloitte, ING, Comcast, Sam's Club, Itau, Walgreens,

Olay, MUFG, KPMG, Generali, Ernst and Young, China Telecom, Banco de Brasil,

SoftBank, CreditSuisse, Lowe's, Porsche, Discovery, Duracell, Jack Daniels, Kleenex,

Pizza Hut, Smirnoff, Moet & Chandon, Tencent, NTT Docomo, Aldi, Moutai

Brands Receiving Top 100 Positioning: Santander (0.2849), Starbucks

(0.2772), Dell (0.2682), Woolworth’s (0.2543), Heinz (0.2536), Nokia (0.2454), Xe-

rox (0.2383), BT (0.2261), Sprite (0.2232), Scotiabank (0.2220), Subway (0.2197),

Stanard Chartered (0.2168), KIA Motors (0.2093), DHL (0.2091), Ping An (0.2059),

Chevrolet (0.2020), Prada (0.1985), Nintendo (0.1820), Johnnie Walker (0.1774), Red

Bull (0.1757), Avon (0.1751), MTN (0.1744), KFC (0.1725), Heineken (0.1604), Icici

Bank (0.1543), John Deere (0.1537), Tiffany and Co. (0.1534), Adobe (0.1362), MTV

(0.1343), Corona (0.1338)

2013 ›› Definitive Global Brand Ranking Report 10www.ideasbig.com

business-to-businessbrands

>>1. Google www.google.com

As a company that makes a fair portion of its revenue and profit from business sales and advertising sales; Google is one of the companies that can fit (and succeed) in either business-to-business or business-to-consumer markets. However, for the sake of consideration; Google, as the number one online advertising space that demands the top advertising budget, has taken the top spot in the B2B field.

As the market for both mobile and digital advertising increases, Google will increase its impact on companies. Furthermore, the impact that Google gives businesses will continue to increase; offering products and services to new markets, and continuing to take market share from competition such as Yahoo.

>>2. IBM www.ibm.com

The definitive business-to-business brand for over 100 years, IBM continues its innovative and expansive history. The company broke a benchmarking goal by securing nearly 6,500 patents, and will continue to innovate as companies move into the digital world.

Continuing success in the IT consulting world and offering insight in environmental, government, and banking worlds; IBM is a household name even as a B2B brand and will continue to do so.

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Top 10

2013 ›› Definitive Global Brand Ranking Report 11www.ideasbig.com

>>4. General electric (Ge) www.ge.com

Not only one of the largest companies in the world, GE has success in many markets. From technology to financial services, GE has contracts with many different businesses that bring it success in many different B2B sectors. This conglomerate serves over 100 countries and brings products and services to businesses and consumers of all sizes.

>>4. Intel www.intel.com

Manufacturing products for Original Equipment Man-ufacturers (OEMs) and Original Design Manufacturers (ODMs), Intel provides integrated digital technology platforms that can be used in a variety of applications from Personal Computers to Data Centers. Although losing ground in the branding world in 2013, Intel will still make for a main competitor in the technology sector for years to come.

>>5. oracle www.oracle.com

One of the go-to companies for enterprise software and computer hardware, Oracle has successfully supported the B2B world with many products and services that can be used in many applications. It competes primarily through three companies broken into segments: Software (New Software Licenses/Software License Updates and Product Support), Hardware Systems (hardware systems products and hardware systems support), and Services. Oracle offers consulting services, cloud services, and education services to a variety of markets. Labeled as an icon of technology by Forbes, Oracle will continue to grow, maintaining successes by making smart purchases (Taleo, Responsys, Eloqua, and RightNow) and competing for cloud marketing space with the likes of Salesforce and Adobe.

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2013 ›› Definitive Global Brand Ranking Report 12www.ideasbig.com

>>6. UpS www.ups.com

Specializing in the logistical offering to businesses and consumers, UPS has brought success in Less-Than Truckload (LTL) offerings. Through proper planning and growth, UPS delivers over 4 billion packages per year; and knows how to best bring solutions in both domestic and international markets.

>>7. SAp www.sap.com

Focused on fitting the vast and varying needs of its consumer base, SAP has been successful at offering software solutions at the enterprise level. It competes in markets from all-encompassing business applications to specific industry technologies. SAP AG is able to meet the needs of its consumers and provide growth internationally.

>>8. cisco www.cisco.com

A Communications giant, whether consumers know or not, Cisco has grown as one of the largest providers of networking and communications products and services that connect the world. Cisco has designed its business model around improving how people communicate, collaborate, and connect. Throughout 2013, the company has made smart investments and acquisitions of necessary communications technology companies; taking on Cariden Technologies, Intucell, and BroadHop.

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2013 ›› Definitive Global Brand Ranking Report 13www.ideasbig.com

>>9. Siemens www.siemens.com

Another German Technology Conglomerate that brings success in multiple solutions offerings; Siemens offers solutions to clients in Industry, Energy, Healthcare, Equity Investments, IT solutions/services, and Financial services. Successful planning allows Siemens competitiveness in 14 divisions: Industry Automation, Drive Technologies, Building Technologies, OSRAM, Industry Solutions and Mobility, belonging to the Industry Sector, the Divisions, Fossil Power Generation, Renewable Energy, Oil and Gas, Power Transmission and Power Distribution, Imaging and Information Technology (IT), and Workflow and Solutions and Diagnostics. Again bringing success by acquiring companies and patents, Siemens has brought innovation for over 150 years.

>>10. J.p. Morgan www.jpmorgan.com

Focusing on the asset management and investment offerings to the business spectrum, JP Morgan (part of JP Morgan Chase) is one of the strongest banks; providing services to industries including government, healthcare, and real estate.

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>>other Top B2B BrandsAccenture (0.44789), TD (0.44179), Sberbank (0.44301), Philips (0.40851),

Thomson Reuters (0.40511), 3M (0.38420), Allianz (0.38208), AXA (0.36619),

Goldman Sachs (0.3600), Morgan Stanley (0.31830), ANZ (0.30668), FedEx (0.29014).

2013 ›› Definitive Global Brand Ranking Report 14www.ideasbig.com

>>conclusionThank you for reading the 2013 Definitive Global Brand Ranking Report, a new

and unbiased perspective on the world's top brands. The need for such a simple

compilation is evident with such differences across the leading reports: Forbes,

Interbrand, Millward Brown BrandZ, and Brandirectory.

To prove the impartiality of this report, consider the wide span of valuations for

Samsung. The brand ranked number 2 in the Brandirectory, but number 30 by Millward

Brown (Samsung ranked 8 by Interbrand, and 9 by Forbes). Our composite index ranks

Samsung 12 overall, reinforcing the pure fairness of our approach.

The year 2013 marked when Apple displaced Coca-Cola as the top ranked

global brand on Interbrand. This noteworthy change was overdue, as Coca-Cola

had hit a low of #16 on Brandirectory in 2011, but has since recovered. Coca-Cola

is now moving up on each list, and a much more level playing field is developing.

This 2013 Definitive Global Brand Ranking Report also separated the top business-

to-business brands from the overall ranking, a perspective important to the legions of

marketers that do not work in consumer or retail categories, and unique to this report.

What does 2014 bring for global brand rankings? No doubt it will be interesting

to watch the changes of the top brands. We look forward to publishing the 2014

Definitive Global Brand Ranking Report, and to your comments and suggestions.

About IDeas BIG

IDeas BIG (brand identity group) is a Chicago (Naperville) based branding consultancy that specializes in

logos, visual identities, and brand name development for global corporations and start-ups. IDeas BIG has

been recognized with over 50 national awards for creative excellence and marketing effectiveness. For more

information, contact IDeas BIG at 630.868.5061 or visit www.IDeasBIG.com.