TOP 100 BRANDS

Interbrand and Business Week have published their list of the top 100 most valuable brands of 2003. The rankings were based on projected profits, discounted to reflect how likely those profits were to materialise. In order to be eligible, the brands had to be valued at over $1 billion. They had to derive at least a third of their sales from outside their home countries and have a significant distribution throughout the Americas, Europe and Asia (although presumably not Africa and Australasia and in fact there are no brands from those two continents on the list). The need for the brands to have publicly available marketing and financial data also knocked some major brands out.
Not surprisingly, COCA COLA is top-dog, with MICROSOFT second and IBM third. Top non-US brand is NOKIA at number 6, which is Finnish. For the parochially-minded, 5½ British brands made it on to the list: HSBC (37); BP (69); REUTERS (76); SMIRNOFF (85); JOHNNIE WALKER (99) and SHELL (which is joint British and Dutch owned) (83).

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TOP 100 BRANDS <strong>TOP 100 BRANDS</strong> Reviewed by Unknown on Friday, July 25, 2003 Rating: 5

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