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The Global Brand Scoreboard(세계 100대 브랜드)
RANK 2003 2002 PERCENT COUNTRY DESCRIPTION
BRAND VALUE BRAND VALUE CHANGE OF $BILLIONS $BILLIONS OWNERSHIP
1 COCA-COLA 70.45 69.64 +1% U.S. (코카코라)
New variations such as Vanilla Coke and a lemon-flavored diet drink
helped the soft-drink icon remain bubbly.
2 MICROSOFT 65.17 64.09 +2 U.S. (마이크로소프트)
The software giant shifted its advertising to build the brand, not just sell
products, at a time when most rivals were suffering.
3 IBM 51.77 51.19 +1 U.S.
Big Blue gained recognition in new markets, partly thanks to an $800
million marketing campaign pushing e-business on demand.
4 GE 42.34 41.31 +2 U.S.
Getting double-digit growth is harder, but in tough times, the brand that
Edison built held its own.
5 INTEL 31.11 30.86 +1 U.S.(인텔)
With Intel Inside and Wi-Fi out to take over the world, the chipmaker's
Centrino wireless notebook package delivered a powerful punch.
6 NOKIA 29.44 29.97 -2 Finland
Still the world's leading mobile-phone maker, Nokia faced stiff challenges
from fast-riser Samsung and a growing crop of operator-branded phones.
7 DISNEY 28.04 29.26 -4 U.S.
Not the Happiest Place on Earth as Disney Stores were up for sale, ABC
overhauled prime time, and travel woes sapped theme parks.
8 MCDONALD'S 24.70 26.38 -6 U.S.
Mixed-up orders and dirty restaurants hurt the brand. Now business is recovering
somewhat behind a renewed focus on service and salads.
9 MARLBORO 22.18 24.15 -8 U.S.
Under siege from smoking bans and lawsuits, the Marlboro Man was
looking like a fugitive.
10 MERCEDES 21.37 21.01 +2 Germany
The luxury auto maker crafts the sumptuous sedans the rich and famous
love to buy-and ordinary consumers dream of owning.
11 TOYOTA 20.78 19.45 +7 Japan
Always solid, if stodgy, Toyota stole a march on Honda with aggressive moves
into eco-friendly hybrid cars and low-priced models for younger buyers.
12 HEWLETT-PACKARD 19.86 16.78 +18 U.S.
Many feared the next Titanic when it acquired Compaq last year, but HP
emerged relatively unscathed and more profitable than before.
13 CITIBANK 18.57 18.07 +3 U.S.
Latest phase of its successful "Live Richly" campaign included ads shot in
17 countries, characterizing a firm with global reach but a down-home flavor.
14 FORD 17.07 20.40 -16 U.S.
Sky-high rebates and 0% financing took some of the shine off Bill Ford's
lineup; snazzy new SUVs from Japan and Europe are stealing more thunder.
15 AMERICAN EXPRESS 16.83 16.29 +3 U.S.
American Express punched up ad spending to target retail customers.
Now they use cards to pay for groceries, gas, even rent.
16 GILLETTE 15.98 14.96 +7 U.S.
In an era of falling consumer prices, the King of Blades still managed to
get shavers to pay premium prices.
17 CISCO 15.79 16.22 -3 U.S.
It played the downturn beautifully to generate record profits. But the brand was
still mired in the networking depression that followed the Net boom.
18 HONDA 15.63 15.06 +4 Japan
Sagging sales in its home Japanese market have yet to dent its renown for
reliable, dependable products.
19 BMW 15.11 14.43 +5 Germany
The Ultimate Driving Machines are fast, fun, stylish-and now come in more
flavors. A rapidly expanding lineup primed global growth.
20 SONY 13.15 13.90 -5 Japan
Still the platinum brand in gizmos, but rivals Panasonic and Samsung were
catching up with snazzy cell phones, digital cameras, and flat-panel TVs.
21 NESCAFE 12.34 12.84 -4 Switzerland
The world's favorite instant coffee advertised heavily to attract younger
coffee drinkers.
22 BUDWEISER 11.89 11.35 +5 U.S.
The King of Beers continued to swipe market share, despite rivals' wacky
ad campaigns built around twins and female mud wrestling.
23 PEPSI 11.78 11.14* +6 U.S.
With innovations like Twist, Wild Cherry, and Pepsi Blue, this fizzy rival
was determined to catch up with Coke.
24 ORACLE 11.26 11.51 -2 U.S.
The software giant had always been a Silicon Valley maverick. Now add
"corporate raider" to the long list of adjectives.
25 SAMSUNG 10.85 8.31 +31 S. Korea
Riding the electronics industry's shift to digital products, it wowed
consumers with a blizzard of feature-packed gadgets and leading-edge chips.
26 MORGAN STANLEY 10.69 11.21 -5 U.S.
Once a seemingly invincible white-shoe firm, it struggled to rise above
Wall Street's scandals involving analysts' investment-banking conflicts.
27 MERRILL LYNCH 10.52 11.23 -6 U.S.
Merrill sought to escape the tarnish of scandals, while its retail business
tried to move beyond its rep as a thundering herd of brokers.
28 PFIZER 10.46 9.77 +7 U.S.
A master acquirer and marketer, it leveraged a stable of top-selling drugs
that includes Viagra and Lipitor, the world's sales leader.
29 DELL 10.37 9.24 +12 U.S.
Annoying pitchman Steven is gone, but that didn't slow the pace of PC
sales or assaults on new markets like printers and PDAs.
30 MERCK 9.41 9.14 +3 U.S.
Patent expirations dampened earnings growth, but Merck continued to
cultivate its image as a research leader.
31 JPMORGAN 9.12 9.69 -6 U.S.
Viewed by many as the banker's bank, it suffered from corporate scandals and a
slump in mergers and IPOs. Heavy exposure to derivatives is also a dark cloud.
32 NINTENDO 8.19 9.22 -11 Japan
This former master of the video-game universe saw its empire shrink in
the wake of an onslaught from Sony's PlayStation and Microsoft's Xbox.
33 NIKE 8.17 7.72 +6 U.S.
An extreme marketing effort during soccer's World Cup and tie-in to Tiger
Woods showed there's more to sporting goods than basketball shoes.
34 KODAK 7.83 9.67 -19 U.S.
Steadily falling film sales and a sputtering digital strategy could mean
that Kodak's moment has passed.
35 SAP 7.71 6.78 +14 Germany
Behind sharper marketing and a strong sailing tie-in, the German software
giant survived the tech downturn looking more solid than ever.
36 GAP 7.69 7.41 +4 U.S.
Bright colors and a fresh new ad campaign helped lift it out of a sales
swoon.
37 HSBC 7.57 N/A N/A Britain
The 138-year-old lender's frugal management built the world's second-largest
retail bank through acquisitions in the U.S., Europe, and developing markets.
38 KELLOGG'S 7.44 7.19 +3 U.S.
Boosted market share by sprinkling fruits into its flakes and pepping up
marketing with pitchmen like Disney's Winnie the Pooh.
39 CANON 7.19 6.72 +7 Japan
Already the world's top copier and laser-printer company, it emerged as a
major force in digital cameras, too.
40 HEINZ 7.10 7.35 -3 U.S.
The world's favorite ketchup now comes in upside-down bottles and colors
like "stellar blue." But competition took a bite.
41 GOLDMAN SACHS 7.04 7.19 -2 U.S.
Raising capital for Corporate America made it arguably the most prestigious
investment bank. But a drought in mergers and equity issuances took a toll.
42 VOLKSWAGEN 6.94 7.21 -4 Germany
The stalwart maker of quality mass-market cars suffered from high costs, an
aging lineup, fierce French competition, and a slew of overlapping brands.
43 IKEA 6.92 6.55 +6 Sweden
The chain made flat-packed furniture both affordable and fashionable,
bringing its concept of democratic design to 31 countries.
44 HARLEY-DAVIDSON 6.78 6.27 +8 U.S.
Aging customers still think Harley when they think motorcyle. They're also
rich enough to afford such innovations as the sleek $18,000 V-Rod.
45 LOUIS VUITTON 6.71 7.05 -5 France
A downturn in tourism slowed this awesome profit machine fueled by
monogrammed bags and accessories.
46 MTV 6.28 6.08 +3 U.S.
Still a big favorite among teens, and not just in the U.S. MTV International
was one of the fastest-growing businesses at parent Viacom Inc.
47 L'OREAL 5.60 5.08 +10 France
Who's boycotting France? Not the millions of women who made L'Oreal
the No.1 cosmetics seller in the U.S.
48 XEROX 5.58 5.31 +5 U.S.
With new financing and a range of hot color products, the troubled copier
company's image was on the mend.
49 KFC 5.58 5.35 +4 U.S.
The chicken chain goosed global business by promoting local fare-tempura
crispy strips in Japan and potato-and-onion croquettes in Holland.
50 APPLE 5.55 5.32 +4 U.S.
The "I's" have it-iPod, iTunes, and iBooks lifted the perennial underdog, while
the innovative Music Store download service left rivals in the dust.
51 PIZZA HUT 5.31 6.05 -12 U.S.
The dough wasn't rising. Asian restaurant sales were hurt by SARS, while at
home the chain was slow to sling popular new products such as wings.
52 ACCENTURE 5.30 5.18 +2 U.S.
Hit hard by the slump in telecom, the consulting icon took its own advice
and nimbly built its outsourcing specialty.
53 GUCCI 5.10 5.30 -4 Italy
Chief designer Tom Ford was still a hit on the catwalks of Paris and New
York, but Gucci's profits were shredded by economic stagnation and SARS.
54 KLEENEX 5.06 5.04 0 U.S.
From aromatherapy tissues to 3-D holiday boxes, this leader still managed
to pull out some fresh ideas.
55 WRIGLEY'S 5.06 4.75 +7 U.S.
Hip ad campaigns to relaunch core brands Juicy Fruit and Doublemint
and introduction of new sugar-free gum reinvigorated the chew-chew train.
56 COLGATE 4.69 4.60 +2 U.S.
As it neared the end of its second century, the brand continued to win
over more smiles.
57 AVON 4.63 4.40 +5 U.S.
The Avon Ladies were on a tear, leveraging healthy R&D and marketing
budgets through online sales and an expanding door-to-door network.
58 SUN MICROSYSTEMS 4.47 4.77 -6 U.S.
A perception that this computer maker wasn't keeping up with technology
trends made it appear as less than cutting-edge.
59 PHILIPS 4.46 4.56 -2 Netherlands
In Europe, its name equals home electronics, but Philips struggled with
awareness in the U.S. and perennially tough competition from Asia.
60 NESTLE 4.46 4.43 +1 Switzerland
From chocolate to baby formula, the Swiss food giant keeps the world's
pantry stocked.
61 CHANEL 4.32 4.27 +1 France
A symbol of Parisian sophistication for mom's generation, but Chanel had
a harder time luring younger customers.
62 DANONE 4.24 4.05 +5 France
The maker of Dannon yogurt, already a powerhouse in Europe, was betting
big on emerging markets.
63 KRAFT 4.17 4.08 +2 U.S.
The master of line extensions scored with new frozen-pizza flavors and
other products but lost share on its cheese business to private labels.
64 AOL 3.96 4.33 -8 U.S.
Often dubbed the "Internet on training wheels," the king of the dial-up services
risked losing subscribers as they graduated to broadband connections.
65 YAHOO! 3.90 3.86 +1 U.S.
This Internet icon soared again but will have to watch out for the Net's
next killer brand: Google.
66 TIME 3.78 3.68 +3 U.S.
After winning a National Magazine Award for coverage of September 11,
the weekly ramped up again with excellent war reporting and photography.
67 ADIDAS 3.68 3.69 0 Germany
The maker of athletic shoes and clothing suffered from a plunge in U.S.
sales as youths balked at paying more than $100 for a pair of sneakers.
68 ROLEX 3.67 3.69 0 Switzerland
Tough times failed to put a dent in the popularity of the signature Swiss
watches.
69 BP 3.58 3.39 +6 Britain
John Browne was once again front and center with his controversial
70 TIFFANY 3.54 3.48 +2 U.S.
Even hard times couldn't dim the luster of Tiffany's extravagant baubles in
their signature blue box.
71 DURACELL 3.44 3.41 +1 U.S.
Terrorist fears bolstered battery sales, but the category remained
hampered by cutthroat competition.
72 BACARDI 3.43 3.34 +3 Bermuda
New flavors, coupled with the popularity of the mojito-a Cuban rum mint
julep-kept the venerable rum brand on the hip parade.
73 HERMES 3.42 N/A N/A France
Known for classic scarves and leather goods, Hermes recently hired
celebrity designer Jean-Paul Gaultier to update its image.
74 AMAZON.COM 3.40 3.18 +7 U.S.
Amazon's relentless focus on making online buying easier-not to mention
steady progress toward profits-improved its standing among consumers.
75 CATERPILLAR 3.36 3.22 +5 U.S.
The economy gave Cat a rough ride, but the heavy-equipment and engine
maker bulldozed ahead, strengthening earnings through cost-cutting.
76 REUTERS 3.30 4.61 -28 Britain
The news and data service still had not found the formula to outgun
financial-screen rival Bloomberg in a weak market.
77 LEVI'S 3.30 3.45 -5 U.S.
This struggling American icon has tried-sometimes too hard-to be cool,
but it's also going mass-market with a line for Wal-Mart.
78 HERTZ 3.29 3.36 -2 U.S.
Saddled with a difficult travel market, Hertz Rent-A-Car had a tough time
standing out as the premium choice. This company will have to try harder.
79 PANASONIC 3.26 3.14 +4 Japan
Once a dowdy line of home electronics, Matsushita's Panasonic brand
stood for style, quality, and function-packed products.
80 ERICSSON 3.15 3.59 -12 Sweden
The cellular equipment giant survived the telecom bust but faced a tough
future. Two years of sturm and drang have taken a toll.
81 MOTOROLA 3.10 3.42 -9 U.S.
This electronics brand was cut down to size by intense competition and
weak demand, while product delays put customers on hold.
82 HENNESSY 3.00 N/A N/A France
Hip-hoppers and other celebs made this top-of-the-line cognac relevant to
a new generation of drinkers.
83 SHELL 2.98 2.81 +6 Brit./Nether.
CEO Phil Watts drove a money machine fueled by $30 oil prices and
hard-nosed cost-cutting.
84BOEING 2.86 2.97 -4 U.S.
Management worked hard to prove the brand stood for more than
commercial airliners, only to fall behind Airbus in that crucial market.
85 SMIRNOFF 2.81 2.72 +3 Britain
Shook up the booze business with its introduction of flavored vodkas and
a range of ready-to-drink Smirnoff spin-off products.
86 JOHNSON & JOHNSON 2.71 2.51 +8 U.S.
The halo effect from J&J's trusted consumer brands helped the company's
sales reps as they marketed a broad lineup of drugs and devices.
87 PRADA 2.54 2.49 +2 Italy
The Italian icon's minimalist clothing, nylon handbags, and ultra-trendy
shoes took fashion capitals by storm, but heavy debt slowed its strut.
88 MOET & CHANDON 2.52 2.45 +3 France
With sales up 14% last year, it kept the bubbly flowing at parent company
LVMH Moet Hennessy Louis Vuitton.
89 NISSAN 2.50 N/A N/A Japan
On a roll under new management from Renault, but the brand's reputation
had yet to catch up to Nissan's crowd-pleasing new models.
90 HEINEKEN 2.43 2.40 +1 Netherlands
Young people were drinking less, but if they spend more for quality, the
Dutch-made premium beer could prosper.
91 MOBIL 2.41 2.36 +2 U.S.
Success of its reformulated Mobil 1 motor oil, racing sponsorships, and its
status as NASCAR's official lubricant reinvigorated this ExxonMobil franchise.
92 NIVEA 2.22 2.06 +8 Germany
Hamburg-based parent company Beiersdorf kept the skin cream growing
by spreading it into categories such as sun protection and deodorants.
93 STARBUCKS 2.14 1.96 +9 U.S.
This fast-growing brand continued to corner the U.S. market, although it
hit some speed bumps overseas.
94 BURGER KING 2.12 2.16 -2 U.S.
As talks dragged on to sell the Home of the Whopper, it suffered from a stale
menu, management exodus, and financial strains among some franchisees.
95 POLO RALPH LAUREN 2.05 1.93 +6 U.S.
Another record year for the preppy purveyor of American style that
launched in 1967 as a line of flamboyant ties.
96 FEDEX 2.03 1.92 +6 U.S.
FedEx was riding high behind a successful expansion of its ground homedelivery
service, stealing market share from leader United Parcel Service Inc.
97 BARBIE 1.87 1.94 -3 U.S.
The babe in pink reinvented herself as a DVD movie star, even taking a spin
around Swan Lake. But she's slipping against fresh new competitors like Bratz.
98 WALL ST. JOURNAL 1.76 1.96 -10 U.S.
The downturn in advertising, especially for business publications,
pummeled the Dow Jones flagship.
99 JOHNNIE WALKER 1.72 1.65 +4 Britain
Four bottles of this nearly 200-year-old blended scotch whiskey are
consumed every minute, making it owner Diageo's most spirited brand.
100 JACK DANIELS 1.61 1.58 +2 U.S.
A global push and marketing campaign to appeal to women and younger
drinkers means Jack Black ain't just for Good Old Boys anymore. |