Global top brands by value

But looking at the Top Five and Bottom Five movers gives a clue to who is getting things right and who seems to have lost it.

The biggest movers remain Samsung (# 21) working to a strictly defined marketing plan established in 1998, measuring its progress each year - one metric being its brand value.

Sadly South Africa and Africa, have no brands in the tables. Perhaps we can claim a little part of luxury brand Cartier, owned by Richemont, which has strong links to Stellenbosch. Cartier is a new entrant at # 91, valued at $2.7 billion, or put another way around - R17 billion of Richemont's R82 billion market capitalisation.

Comments Interbrand Sampson's Jeremy Sampson: "The big success stories of the year are those brands that are totally focussed and embracing all aspects of branding. The big losers are those not responding quickly enough to today's challenges."

The 2004 Interbrand study of The Best Global Brands by value, is the fifth in a row published by BusinessWeek. Listing the top 100 brands, the cut off point is Ralph Lauren's Polo brand at $2.147 million. In 2003 the #100 brand Jack Daniels had a value of $1.610 million, indicating how values are increasing.

Interbrand has now valued 3500 brands in more than 40 countries around the world. In South Africa, major brands valued include ABSA (twice), South African Breweries portfolio, First National Bank, Eskom, Vodacom, and so on.

2004 Rank	2003 Rank	Country of Ownership	Brand	Brand Value 2004 ($ millions)	% change over previous year	Brand Value 2003 ($ millions)
1	1	US	Coca-Cola	67 394	-4%	70 453
2	2	US	Microsoft	61 372	-6%	65 174
3	3	US	IBM	53 791	4%	51 767
4	4	US	GE	44 111	4%	42 340
5	5	US	Intel	33 499	8%	31 112
6	7	US	Disney	27 113	-3%	28 036
7	8	US	McDonald's	25 001	1%	24 699
8	6	Finland	Nokia	24 041	-18%	29 440
9	11	Japan	Toyota	22 673	9%	20 784
10	9	US	Marlboro	22 128	0%	22 183
11	10	Germany	Mercedes	21 331	0%	21 371
12	12	US	Hewlett-Packard	20 978	6%	19 860
13	13	US	Citibank	19 971	8%	18 571
14	15	US	American Express	17 683	5%	16 833
15	16	US	Gillette	16 723	5%	15 978
16	17	US	Cisco	15 948	1%	15 789
17	19	Germany	BMW	15 886	5%	15 106
18	18	Japan	Honda	14 874	-5%	15 625
19	14	US	Ford	14 475	-15%	17 066
20	20	Japan	Sony	12 759	-3%	13 153
21	25	S. Korea	Samsung Electronics	12 553	16%	10 846
22	23	US	Pepsi	12 066	2%	11 777
23	21	Switzerland	Nescafe	11 892	-4%	12 336
24	22	US	Budweiser	11 846	0%	11 894
25	29	US	Dell	11 500	11%	10 367
26	27	US	Merrill Lynch	11 499	9%	10 521
27	26	US	Morgan Stanley	11 498	8%	10 691
28	24	US	Oracle	10 935	-3%	11 263
29	28	US	Pfizer	10 635	2%	10 455
30	31	US	J.P. Morgan	9 782	7%	9 120
31	33	US	Nike	9 260	13%	8 167
32	30	US	Merck	8 811	-6%	9 407
33	37	Britain	HSBC	8 671	15%	7 565
34	35	Germany	SAP	8 323	8%	7 714
35	39	Japan	Canon	8 055	12%	7 192
36	38	US	Kellogg's	8 029	8%	7 438
37	41	US	Goldman Sachs	7 954	13%	7 039
38	36	US	Gap	7 873	2%	7 688
39	New	Germany	Siemens	7 470	New	New
40	43	Sweden	Ikea	7 182	4%	6 918
41	44	US	Harley-Davidson	7 057	4%	6 775
42	40	US	Heinz	7 026	-1%	7 097
43	50	US	Apple	6 871	24%	5 554
44	45	France	Louis Vuitton	6 602	-2%	6 708
45	New	Switzerland	UBS	6 526	New	New
46	32	Japan	Nintendo	6 479	-21%	8 190
47	46	US	MTV	6 456	3%	6 278
48	42	Germany	Volkswagen	6 410	-8%	6 938
49	47	France	L'Oreal	5 902	5%	5 600
50	52	US	Accenture	5 772	9%	5 301
51	48	US	Xerox	5 696	2%	5 578
52	55	US	Wrigley's	5 424	7%	5 057
53	34	US	Kodak	5 231	-33%	7 826
54	49	US	KFC	5 118	-8%	5 576
55	51	US	Pizza Hut	5 050	-5%	5 312
56	56	US	Colgate	4 929	5%	4 686
57	54	US	Kleenex	4 881	-3%	5 057
58	57	US	Avon	4 849	5%	4 631
59	53	Italy	Gucci	4 715	-8%	5 100
60	New	US	eBay	4 700	New	New
61	65	US	Yahoo!	4 545	17%	3 895
62	60	Switzerland	Nestle	4 529	2%	4 460
63	62	France	Danone	4 488	6%	4 237
64	61	France	Chanel	4 416	2%	4 315
65	59	Netherlands	Philips	4 378	-2%	4 464
66	74	US	Amazon.com	4 156	22%	3 403
67	63	US	Kraft	4 112	-1%	4 171
68	75	US	Caterpillar	3 801	13%	3 363
69	67	Germany	adidas	3 740	2%	3 679
70	68	Switzerland	Rolex	3 720	1%	3 673
71	76	Britain	Reuters	3 691	12%	3 300
72	69	Britain	BP	3 662	2%	3 582
73	66	US	Time	3 651	-4%	3 784
74	New	Germany	Porsche	3 646	New	New
75	70	US	Tiffany & Co.	3 638	3%	3 540
76	81	US	Motorola	3 483	12%	3 103
77	79	Japan	Panasonic	3 480	7%	3 257
78	78	US	Hertz	3 411	4%	3 288
79	73	France	Hermes	3 376	-1%	3 416
80	71	US	Duracell	3 362	-2%	3 438
81	New	Germany	Audi	3 288	New	New
82	64	US	AOL	3 248	-18%	3 961
83	82	France	Hennessy	3 084	3%	2 996
84	83	Britain/Netherlands	Shell	2 985	0%	2 983
85	77	US	Levi's	2 979	-10%	3 298
86	85	Britain	Smirnoff	2 975	6%	2 806
87	86	US	Johnson & Johnson	2 952	9%	2 706
88	New	Netherlands	ING	2 864	New	New
89	88	France	Moet & Chandon	2 861	13%	2 524
90	89	Japan	Nissan	2 833	14%	2 495
91	New	France	Cartier	2 749	New	New
92	New	US	Estee Lauder	2 634	New	New
93	New	Italy	Armani	2 613	New	New
94	84	US	Boeing	2 576	-10%	2 864
95	87	Italy	Prada	2 568	1%	2 535
96	91	US	Mobil	2 492	4%	2 407
97	92	Germany	Nivea	2 409	8%	2 221
98	93	US	Starbucks	2 400	12%	2 136
99	90	Netherlands	Heineken	2 380	-2%	2 431
100	95	US	Polo RL	2 147	5%	2 048

Top 5 'Winners'
1	Apple	23.7%
2	Amazon.com	22.1%
3	Yahoo!	16.7%
4	Samsung Electronics	15.7%
5	HSBC	14.6%

Top 5 'Losers'
91	Kodak	-33.2%
90	Nintendo	-20.9%
89	Nokia	-18.3%
88	AOL	-18.0%
87	Ford	-15.2%