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Saturday, February 20, 2010

100 best global brands: Indian brands absent

BusinessWeek put out a list of the 100 Best Global brands in 2009, compiled by the consultancy Interbrand. Some brands have prospered amid the hard times — or at least held their own. Others have slipped a number of places. However, the magazine's website also issued a disclaimer that, "The brand valuations draw upon publicly available information, which has not been independently investigated by Interbrand. Valuations do not represent a guarantee of future performance of the brands or companies."

Overall clothing brands like Gucci, H&M and Zara have risen on this list and so have producers of perishable consumer goods like Kellog’s, McDonald’s, Marlboro, Pepsi, Budweiser, Heinz and Nescafe. Coca-Cola reigned supreme for two years in a row (2008 and 09) – that’s probably because it’s the one thing that most people consume without too much thought given to it. What’s a few liquid calories - it’s not like you have hogged a cholesterol filled meal at McDonald’s, right?

Some electronic manufacturers who did better than their peers are: Hewlett-Packard, Cisco, Apple, Samsung, Philips and Canon. Tried and trusted Sony and branded-assembled PC-maker Dell dropped down this list.

The brands who retained their last time’s position were IBM, Nokia, Microsoft, GE and Coca-Cola. While two software manufacturers – IBM and Microsoft – stayed true to their brand perception, Intel and Oracle actually fell down this ladder while SAP climbed up this beanstalk.

Car brands BMW, Toyota and Mercedes also slid down the list but Honda raced ahead. Ford remained at starting position – at No.49.

Bankers like American Express, HSBC and Citibank all fell in this ranking possibly because of all the scandals that continue to keep emerging about how over-extended most banks are in the US and how non productive some of their assets have turned out to be. If after analysing all the data and having all the best brains at your disposal, one can still make goof ups of such gigantic proportions, then some solid, plain ole common sense is the much required commodity now – not some more fancy and abstruse hedge fund. The ones who maintained their position but really lower down the list were JP Morgan (at 37) and Goldman Sachs (at 38).

Online brands, Google and Amazon moved up but eBay stayed stagnant at No.46.

The luxury brands Ikea ranked higher but Louis Vuitton stayed put at No.16.

News service provider Thomson Reuters climbed up this list to 40 from 44, as did advisory firm Accenture to 45 from 47.

The children’s entertainment segment was represented by Disney which dropped to No.10 (from 9) and Nintendo which crawled up to No.39 (from 40). So, what’s happening here - kids were bored with saccharine sweet princesses and were more interested in animated machismo?

What this list also shows is that not a single Indian brand made the cut. Where are all those loudly advertised, publicity hogging 'brands' created by fashion designers, architecture and interior design firms or manufacturers of leather products and furniture and car designers. Our car manufacturers didn't make it either. The reason could be that Indian brands have less recall than the people behind it - very much to their brand's detriment.

India doesn't have any Frank Wright, Philippe Starck, Roberto Cavalli, Steve Jobs, Richard Branson - no one who is globally recognisable and synonymous with either a particular brand or India. So, it's high time, India's businesses let their brand do the talking for them. Make it more about the product and less about the personality...especially if the personality is not going to be à la Richard Branson.

Data: Interbrand, BusinessWeek. To view the table, click here: http://bwnt.businessweek.com/interactive_reports/best_global_brands_2009/


Anonymous said...

Your blog keeps getting better and better! Your older articles are not as good as newer ones you have a lot more creativity and originality now. Keep it up!
And according to this article, I totally agree with your opinion, but only this time! :)

Manali said...


Thank you. Since I got almost the same praise for another post - and I'm assuming you are the very person who wrote that one as well, why don't you leave a name behind with your comments the next time:)