In 2007, which countries owned the most successful global marketing brands for international sales campaigns?

Winning countries in international trade establish global brands for sales campaigns that transcend cultural barriers around the world.

In 2007, the United States again dominated Interbrand’s annual ranking of the top 100 globally marketed brands. Interbrand evaluates how much each global brand contributes to company profits.

Interbrand only considers marketing brands that generate at least a third of their earnings outside their home country. That and other stringent criteria like publicly accessible marketing and financial data eliminated world-class brands including CNN, Proctor & Gamble, Visa and Wal-Mart.

Best Global Brands from America

The U.S. had 52 of the world’s top marketing brands in 2007. The list below shows the names of the 10 leading brands from America followed by their rank on the list of global brand winners. Also shown is the sector that the brand represents, plus the brand’s estimated contributions to future earnings.

1. Coca-Cola (#1 brand in the world; Beverages) … US$65.3 billion
2. Microsoft (#2; Computer Software) … $58.7 billion
3. IBM (#3; Computer Services) … $57.1 billion
4. General Electric (#4; Diversified) … $51.6 billion
5. Intel (#7; Computer Hardware) … $30.9 billion
6. McDonald’s (#8; Restaurants) … $29.4 billion
7. Disney (#9; Media) … $29.2 billion
8. Citi (#11; Financial Services) … $23.4 billion
9. Hewlett Packard (#12; Computer Hardware) … $22.2 billion
10. Marlboro (#14; Tobacco) … $21.3 billion

Best Global Brands from Germany

Germany scored 10 world-class marketing brands on Interbrand’s top 100 list, the second highest total by country.

1. Mercedez Benz (#10; Automotive) … US$23.6 billion
2. BMW (#13; Automotive) … $21.6 billion
3. SAP (#34; Computer Software) … $10.9 billion
4. Siemens (#43; Diversified) … $7.7 billion
5. Volkswagen (#54; Automotive) … $6.5 billion
6. Audi (#68; Automotive) … $4.9 billion
7. Adidas (#69; Sporting Goods) … $4.8 billion
8. Porsche (#75; Automotive) … $4.2 billion
9. Allianz (#80; Financial Services) … $4 billion
10. Nivea (#96; Luxury) … $3.1 billion

Best Global Brands from France

France finished third with nine global brands.

1. Louis Vuitton (#17; Luxury) … US$20.3 billion
2. AXA (#49; Financial Services) … $7.3 billion
3. L’Oreal (#51; Personal Care) … $7 billion
4. Chanel (#58; Luxury) … $5.8 billion
5. Danone (#67; Food) … $5 billion
6. Hermes (#73; Luxury) … $4.3 billion
7. Cartier (#83; Luxury) … $3.9 billion
8. Moet & Chandon (#85; Alcohol) … $3.7 billion
9. Hennessy (#87; Alcohol) … $3.6 billion

Best Global Brands from Japan

Japan had the fourth-highest total of top 100 global marketing brands.

1. Toyota (#6; Automotive) … US$32.1 billion
2. Honda (#19; Automotive) … $18 billion
3. Sony (#25; Consumer Electronics … $12.9 billion
4. Canon (#36; Computer Hardware) … $10.6 billion
5. Nintendo (#44; Consumer Electronics) … $7.7 billion
6. Panasonic (#78; Consumer Electronics) … $4.1 billion
7. Lexus (#92; Automotive) … $3.4 billion
8. Nissan (#98 Automotive) … $3.1 billion

Best Global Brands from the UK

The United Kingdom of Great Britain and Northern Ireland placed five global brands on the top 100 list.

1. HSBC (#23; Financial Services) … US$13.6 brands
2. Reuters (#76; Media) … $4.2 billion
3. BP (#84; Energy) … $3.8 billion
4. Smirnoff (#91; Alcohol) … $3.4 billion
5. Burberry (#95; Luxury) … $3.2 billion

Best Global Brands from Switzerland

Switzerland had four top-ranking global brands.

1. Nescafe (#24; Beverages) … $13 billion
2. UBS (#39; Financial Services) … $9.8 billion
3. Nestle (#63; Food) … $5.3 billion
4. Rolex (#71; Luxury) … $4.6 billion

Best Global Brands from the Netherlands

The Netherlands finished with three global brands among Interbrand’s top 100.

1. Philips (#42; Diversified) … US$7.7 billion
2. ING (#81; Financial Services) … $3.9 billion
3. Shell (#93; Energy) … $3.3 billion

Best Global Brands from South Korea

South Korea also had three winning global brands.

1. Samsung (#21; Computer Electronics) … US$16.9 billion
2. Hyundai (#72; Automotive) … $4.5 billion
3. LG (#97; Consumer Electronics) … $3.1 billion

Best Global Brands from Other Countries

Finland’s consumer electronics king Nokia ($33,696) placed 5th.

Two luxury Italian brands, Gucci (US$7,697) and Prada ($3,287) finished 46th and 94th respectively.

Sweden’s home furnishing icon IKEA ($10,087) captured 38th place. An apparel company from Spain, Zara ($5,165) was 64th.

References

This article presents independent, country-specific insights based on Interbrand’s comprehensive top 100 ranking of global brands for 2007