branding, international marketing

Fearless fruit overtakes sweet soda

Here’s a mesmerizing animation of the evolution of mega-brand value in the 21st Century.

Ebb and flow of brand values

It all seems fairly similar for a few years until some new arrivals (in 2008, 2011 and 2014) herald dramatic change – and the demise of some household names – in the ranking of the top 15 global brands.

Global reach, based among other things on brand revenue, presence and awareness around the world, determines which brands have been included in the mapping, while Interbrand’s methodology analyses a brand’s profit, role and loyalty factors to arrive at these values.

It’s been a long time since I was involved with this agency, but the business of trusted brands and how they fare across cultures and in different markets continues to fascinate me.

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