Creating and managing brand value

Interbrand
Best Global Brands 2005
2005 Br and Value $m 67,525 59,941 53,376 46,996 35,588 26,452 26,441 26,014 24,837 21,189 20,006 19,967 18,866 18,559 17,534 17,126 16,592 16,077 15,788 14,956 13,231 13,159 12,399 12,241 12,018 11,878 10,887 10,754 10,429 10,114 9,981 9,923 9,777 9,455 9,044 9,006 8,495 8,461 8,306 8,195 7,985 7,817 7,746 7,565 7,507 7,346 6,932 6,647 6,619 6,470 6,142 6,005 5,901 5,705 5,701 5,617 5,543 5,256 5,213 5,186 Per cent of Delta Market Cap Countr y of or igin 0% 64% US -2% 22% US -1% 44% US 7% 12% US 6% 21% US 10% 34% Finland -2% 46% US 4% 71% US 10% 19% Japan -4% 15% US -6% 49% Germany 0% 8% US -10% 29% US 5% 27% US 5% 33% US 8% 61% Germany 4% 13% US Restatement 44% France 6% 33% Japan 19% 19% Republic of Korea 15% 14% US -9% 71% US 3% 13% US 3% 11% Switzerland 5% 23% US 0% 32% US 0% 17% US -16% 32% Japan 20% 6% UK 9% 45% US -6% 5% US New 13% US -15% 18% US -3% 8% US 12% 19% Japan 8% 17% Germany 7% 18% US New 11% US 3% 44% US 4% 43% US 16% 26% US 9% N/A Sweden New 6% Switzerland 16% 9% Switzerland 1% 11% Germany 4% 53% US -1% 55% US 3% 12% US Restatement 55% Italy 0% 46% Japan 6% 28% US 2% 12% France Restatement 17% Netherlands 0% 43% US 21% 11% US -12% 39% Germany 2% 43% US 16% 10% US 8% 29% US 5% 20% US

As seen in Business Week, July 2005

Rank B r a n d 1 Coca-Cola 2 Microsoft 3 IBM 4 GE 5 Intel 6 Nokia 7 Disney 8 McDonald's 9 Toyota 10 Marlboro 11 Mercedes 12 Citi 13 Hewlett-Packard 14 American Express 15 Gillette 16 BMW 17 Cisco 18 Louis Vuitton 19 Honda 20 Samsung 21 Dell 22 Ford 23 Pepsi 24 Nescafe 25 Merrill Lynch 26 Budweiser 27 Oracle 28 Sony 29 HSBC 30 Nike 31 Pfizer 32 UPS 33 Morgan Stanley 34 J.P. Morgan 35 Canon 36 SAP 37 Goldman Sachs 38 Google 39 Kellogg's 40 Gap 41 Apple 42 Ikea 43 Novartis 44 UBS 45 Siemens 46 Harley-Davidson 47 Heinz 48 MT V 49 Gucci 50 Nintendo 51 Accenture 52 L'Oreal 53 Philips 54 Xerox 55 eBay 56 Volkswagen 57 Wrigley's 58 Yahoo! 59 Avon 60 Colgate
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Sector Beverages Computer Software Computer Services Diversified Computer Hardware Telecoms Equipment Enterainment Restaurants Automotive Tobacco Automotive Finance Services Computer Hardware Finance Services Personal Care Automotive Computer Services Luxury Automotive Consumer Electronics Computer Hardware Automotive Beverages Beverages Finance Services Alcohol Computer Software Consumer Electronics Finance Services Sporting Goods Pharmaceuticals Transportation Finance Services Finance Services Computer Hardware Computer Software Finance Services Internet Services Food Apparel Computer Hardware Home Furnishings Pharmaceuticals Finance Services Diversified Automotive Food Enterainment Luxury Consumer Electronics Computer Services Personal Care Consumer Electronics Computer Hardware Internet Services Automotive Food Internet Services Personal Care Personal Care

As seen in Business Week, July 2005

Best Global Brands 2005

2005 Br and Rank B r a n d Value $m 61 KFC 5,112 62 Kodak 4,979 63 Pizza Hut 4,963 64 Kleenex 4,922 65 Chanel 4,778 66 Nestle 4,744 67 Danone 4,513 68 Amazon.com 4,248 69 Kraft 4,238 70 Caterpillar 4,085 71 adidas 4,033 72 Rolex 3,906 73 Motorola 3,877 74 Reuters 3,866 75 BP 3,802 76 Porsche 3,777 77 Zara 3,730 78 Panasonic 3,714 79 Audi 3,686 80 Duracell 3,679 81 Tiffany & Co. 3,618 82 Hermes 3,540 83 Hertz 3,521 84 Hyundai 3,480 85 Nissan 3,203 86 Hennessy 3,201 87 ING 3,177 88 Smirnoff 3,097 89 Cartier 3,050 90 Shell 3,048 91 Johnson & Johnson 3,040 92 Moet & Chandon 2,991 93 Prada 2,760 94 Bulgari 2,715 95 Armani 2,677 96 Levi's 2,655 97 LG 2,645 98 Nivea 2,576 99 Starbucks 2,576 100 Heineken 2,357 Per cent of Delta Market Cap Countr y of or igin 0% 34% US -5% 66% US -2% 33% US 1% 16% US 8% N/A France 5% 4% Switzerland 1% 18% France 2% 29% US 3% 3% US 7% 12% US 8% 53% Germany 5% N/A Switzerland 11% 9% US 5% 37% UK 4% 2% UK 4% 58% Germany New 22% Spain 7% 10% Japan 12% 26% Germany 9% 7% US -1% 77% US 5% 48% France 3% 19% US New 28% Republic of Korea 13% 7% Japan 4% 9% France 11% 5% Netherlands 4% 7% UK 11% 9% France 2% 1% Netherlands 3% 2% US 5% 8% France 7% N/A Italy New 80% Italy 2% N/A Italy -11% N/A US New 27% Republic of Korea 7% 27% Germany 7% 12% US -1% 16% Netherlands

Sector Restaurants Consumer Electronics Restaurants Personal Care Luxury Food Food Internet Services Food Machinery Sporting Goods Luxury Telecoms Equipment Media Energy Automotive Apparel Consumer Electronics Automotive Consumer Electronics Luxury Luxury Automotive Automotive Automotive Alcohol Finance Services Alcohol Luxury Energy Personal Care Alcohol Luxury Luxury Luxury Apparel Consumer Electronics Personal Care Restaurants Alcohol

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