According to BusinessWeek, Interbrand and a myriad of other reliable sources, here are the most recognizable global brands of 2008 (and still pretty recognizable in 2009, too).
These will come as no shock…
1) Coca Cola
Others on the fringe: Mercedes Benz, Hewlett Packard, BMW, Gillette and American Express.
Few could argue that these brands are merely brands - they define cultures, eras and identity. Simply because the car we drive, food we eat and brands we don produce either an insult or mark of status, reinforces the fact that powerful brands are much, much more than a successful company that have great marketing. When these most recognizable brands plant their roots in the sunlight, they become tokens of who we are, regardless of our active involvement. When we live in a sect of society, whether we drive a BMW or chatter on a Nokia, these brands typecast us as a part of culture. Freaky, isn’t it?
Maybe you’re painfully aware of these branded measures of living, or perhaps you’re blissfully tuned out. Nevertheless, these big brands are certainly food for thought.
Also interesting are some of the criteria for pegging brands like Google and GE as global giants.
- Publicly available financial data
- At least one-third of revenue outside its country-of-origin
- Must be a market-facing brand
- The Economic Value Added must be positive
- The brand must not have a purely B2B single audience with no wider public profile and awareness
Hmm. While these provide standards for evaluation, there is a lot still up for consideration. How can we measure the tiny morsels of a brand’s appeal and its ability to function and communicate? Breaking it down this far makes you realize that entire books could be written about each brand and its background story of development; how each idea and decision influenced the level of impact these brand beasts would have on the globe. Blowing your mind?