Guess what? The Top 100 global brands for the year 2006 are out. The truth is every company wants its brand to get bigger. The hard part is balancing what the brand is with a vision of what it would like to be. Companies that score high can count on plenty of customer loyalty as they push into risky expansions.
Motorola is a company that has rediscovered its identity as a major consumer brand. Thanks to the RAZR, the consumer’s hope and expectation have been met, the hot-selling mobile phone authenticated a new strategy, internally dubbed MOTOME. This translated into an 18% gain in the company’s global brand value on this year’s BusinessWeek/Interbrand Annual Ranking of the 100 Top Global Brands.
The Google name is stronger than ever: In this year’s ranking it gained 46% in brand value — the biggest year-over-year rise of any company ever on the list. Revenues climbed by 105% last year. With market share in Internet search still surging, it can afford to gamble with its universally recognizable brand. That allows Google to launch a slew of new products with small investments, gain valuable user input at early stages of development, and in turn challenge market leaders such as Microsoft (MSFT, news, msgs) in mature businesses.
| Name | 2006 rank | 2005 rank |
|---|---|---|
| Coca-Cola | 1 | 1 |
| Microsoft | 2 | 2 |
| IBM | 3 | 3 |
| GE | 4 | 4 |
| Intel | 5 | 5 |
| Nokia | 6 | 6 |
| Toyota | 7 | 9 |
| Disney | 8 | 7 |
| McDonald’s | 9 | 8 |
| Mercedes-Benz | 10 | 11 |
For the full list, click here.
via: BusinessWeek
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