THE GLOBAL BRANDS SCORECARD 2007

Brands are the label of ownership and it matters a lot how much value your brand has. Hence it gets very important to check out the best global brands on a yearly basis in terms of its value.

The Business week magazine very meticulously comes with GLOBAL BRANDS list every year where in the brands are ranked based on the brand value they project.

The ranking gets more importance because the paired up effort of Business week and InterBrand. InterBrand , a division of OmniCom , is a branding consultancy. The result is the top 100 global brands by value.

Let me take a few big winners in the list..

THE BIG WINNERS

• COCA COLA
• GOOGLE
• ZARA
• APPLE
• NINTENDO
• STARBUCKS

Coca Cola retains its numero uno position in the score card from 2006. But the irony is there is decrease in brand value from $67 million to $ 65million with a percentage decrease of -3.

Where as if we look at Google the increase in brand value is tremendous. We can see a huge 44% increase in brand value from 2006 to 2007.

Zara the spanish clothing company has also witnessed an increase of 22% from 2006 to 2007 in terms if brand value.

Closely followed by Apple which holds 21% increase in brand value.

THE BIG LOSERS

• FORD
• GAP
• KODAK
• PIZZA HUT
• MOTOROLA

We can see biggies like Ford and Motorola losing heavily on thier brand value.

Ford , GAP, Kodak has a change in percentage of -19, -15,-12 respectively compared to year 2006 and we can see Pizza Hut and Motorola having a change in percentage of -9 .

Now looking at the back stage.. that is The methodology of the rankings:

BusinessWeek chose Interbrand’s methodology because it evaluates brand value in the same way any other corporate asset is valued—on the basis of how much it is likely to earn for the company in the future.

Interbrand uses a combination of analysts’ projections, company financial documents, and its own qualitative and quantitative analysis to arrive at a net present value of those earnings. Interbrand takes many ingredients into account when ranking the value of the Best Global Brands.

Even to qualify for the list, each brand must derive at least a third of its earnings outside its home country, be recognizable outside of its base of customers, and have publicly available marketing and financial data.

So lets wait and watch what is the show like in 2008!

Wil big brands like Pizza hut and Ford catch up in the race???