Danel
Senior Member
I just read an article in the September, 2009 issue of Business Week where they ranked the world's 100 most valuable brands. The ranking excluded telecoms, companies operating under different brands internationally, and privately owned companies (thus WalMart was excluded for example). Business Week worked with Interbrand to produce the rankings. The rankings do not directly correspond with things like asset value, sales or net worth, though those things are considered. The rankings used a complex 3 step protocol (too much to write here) to determine value on the basis of how much the brand itself is likely to earn for the company in the future. For those of you who find no interest in this feel free to stop reading now. I only post this information because I have seen some here who I feel might be interested in this sort of thing.
The Sony brand was considered to be one of the big losers in the last year. In their analysis the brand lost 12% of its value. They sited massive losses Sony incurred on TVs and game consoles as the main reason for loss of brand value. For these reasons the Sony brand fell from 25th place to 29th place over the last year. Still, they valued the Sony brand at nearly 12 billion dollars. They say that Sony's software is improving and site their latest e-book reader as some of the reasons for optimism in the future.
The Canon brand, while it lost 4% of its value, lost less than some others and as a result saw its ranking improve from 36th place to 33rd place. The 4% loss was said to be due to corporate cutbacks that hurt its office machines and chip making businesses. The Canon brand is said to be worth 10.4 billion dollars.
Other camera makers such as Nikon, Pentax and Olympus didn't make the top 100 list in terms of brand value. The number 1, 2, and 3 brands were, in order,
Coca Cola, IBM, and Microsoft. For a point of reference, the Coca Cola brand was value at 68.7 billion dollars. Another company some might find interest in is Samsung (whom some feel are cutting back on cameras). Samsung was ranked number 19, with a brand value of 16.8 billion dollars. The biggest losers were, of course, the financial companies, some of whom lost 50% of their brand values.
The Sony brand was considered to be one of the big losers in the last year. In their analysis the brand lost 12% of its value. They sited massive losses Sony incurred on TVs and game consoles as the main reason for loss of brand value. For these reasons the Sony brand fell from 25th place to 29th place over the last year. Still, they valued the Sony brand at nearly 12 billion dollars. They say that Sony's software is improving and site their latest e-book reader as some of the reasons for optimism in the future.
The Canon brand, while it lost 4% of its value, lost less than some others and as a result saw its ranking improve from 36th place to 33rd place. The 4% loss was said to be due to corporate cutbacks that hurt its office machines and chip making businesses. The Canon brand is said to be worth 10.4 billion dollars.
Other camera makers such as Nikon, Pentax and Olympus didn't make the top 100 list in terms of brand value. The number 1, 2, and 3 brands were, in order,
Coca Cola, IBM, and Microsoft. For a point of reference, the Coca Cola brand was value at 68.7 billion dollars. Another company some might find interest in is Samsung (whom some feel are cutting back on cameras). Samsung was ranked number 19, with a brand value of 16.8 billion dollars. The biggest losers were, of course, the financial companies, some of whom lost 50% of their brand values.
