1.
brands
OF
2013 ›› Definitive Global Brand
Ranking Report
2013

2.
Intro
>>
With so many global brand rankings and lists
published annually, which is the most accurate?
Surely, the most popular or prestigious brand
rankings include Forbes, Interbrand, Millward
Brown BrandZ, and the Brandirectory. However,
when comparing, each ranking had strikingly
different results.
This observation led to the idea for this 2013
Definitive Global Brand Ranking Report, which
simply uses a composite or index of all four of these
brand rankings. Sponsored by IDeas BIG (brand
identity group), following is our methodology.
www.ideasbig.com
2013 ›› Definitive Global Brand Ranking Report
1

3.
>>Methodology
So how did we do it? No doubt, these top brand rankings were put together by
teams of individuals, exerting hundreds of thousands of hours in research. We simply
converted each of the rankings to an index of 100, and averaged the index "scores"
to create a composite or average. This process eliminated the vast differences
between the 4 reports and, we believe, eliminated potential biases of the respective
reports. As some brands appeared on some reports but not others, we compiled a
list of over 200 brands. This larger list allowed us to remove outliers that had only
appeared on a single list, or brands that failed to affect a global spectrum.
>>The Report
The results of this analysis are presented here, as the inaugural 2013 Definitive
Global Brand Ranking Report . The report starts with some of the factors that effect
brand valuation, along with a detailed listing of the Top 10 Global Brands in 2013,
followed by the next ninety. Next, we break out the Top 10 Business-to-Business
Brands of 2013 with some detail, a first of its kind perspective that we feel is important.
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2013 ›› Definitive Global Brand Ranking Report
2

4.
>>What Factors Make a Strong Brand?
Again, each brand ranking system included very different criteria for brand
valuation. The factors that each took into consideration were incredibly diverse.
We believe that each ranking had positives and negatives. Still, following are some
of the most important criteria for each brand’s success.
Financial Performance >> What some may argue to be the most important
factor in brand rankings, financial performance and investment return, is the first
criteria for inclusion. Financial success is based on revenue, profit, brand equity or
goodwill, growth, and financial outlook. The importance of a brand in creating
financial results for a company is its lifeblood.
Brand Loyalty >> The next most important measure of a brand’s strength is
its loyalty, both external and internal. Deep loyalty is a safeguard from competitors,
with brand evangelists supporting brand success without cost. This helps to put into
perspective the long term valuation and ability to reach consumers or customers
in the future. Internal loyalty includes employees and other stakeholders, who can
act as brand ambassadors.
Clarity >> Is the image and perception of the brand easy to understand?
What does the brand stand for and what are the brand’s values? Is the brand
authentic and not fake? Is the brand open and honest in its communications?
Responsiveness >> Brands must quickly adapt to market, technological,
political, or legal changes. Strong brands either rise to the challenge from
external factors or fall behind.
Differentiation >> Strong brands are unique and different than other
brands in its category. Strong brands command a price premium because of
perceived differences.
Relevance >> Does the brand remain at the top of the consumer’s mind?
Even if the brand was established long ago, does it retain its strength over time?
Is the brand considered contemporary? A leader in its category?
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2013 ›› Definitive Global Brand Ranking Report
3

5.
Top 10
>>1. Apple www.apple.com
The definitive winner on every list by a long margin,
Apple, has mastered the art of differentiation from
competition. A combination of internal and external
successes, Mac sales have increased on average 15%
each year. In addition to this, in 2012, Apple spent
time as the “Most Valuable Company of All Time”.
Continuing a trend that focuses on the original slogan
“Think Different”, Apple continues to innovate,
creating value for consumers and investors as the
Most Valuable Brand of 2013.
Interbrand
1
Brandirectory
1
Millward Brown
1
FORBES
1
Brand Index
0.9982
>>2. Google www.google.com
Another strong performer across each rating
site, Google, has been successful at maintaining
customer interaction and coming out with increased
technological success. Between search, Android
Development, Google Maps, and many others, Google
has been the go-to brand name for years. Additionally
for Google, the company controls over one-third
of net online spending and is poised for additional
growth over the course of the foreseeable future.
www.ideasbig.com
Interbrand
2
Brandirectory
3
Millward Brown
2
FORBES
5
Brand Index
0.9661
2013 ›› Definitive Global Brand Ranking Report
4

6.
>>3. IBM www.ibm.com
With record earnings per share and cash flow even in
the face of decreased revenues, IBM is the company
to look for regarding innovation. Securing nearly 6,500
patents in 2012, the company knows about product
development and protecting their property. Even
more aggressively, the company is able to remain
competitive even in emerging markets while opening
144 offices for B2B sales in 2012. Combining Big Data
and innovation, IBM remains a force to be reckoned
with and will continue the growth and development
of the company name for many years.
Interbrand
4
Brandirectory
6
Millward Brown
3
FORBES
4
Brand Index
0.9549
>>4. Microsoft www.microsoft.com
As the brand streamlines, announcing the ”One
Microsoft” campaign, this company has been able to
define itself in a market across many platforms within
the technology sector. The competitive advantage
behind Microsoft’s capabilities is that it maintains
demand for both its Windows and Office platforms,
generating a need and unparalleled user experience.
Interbrand
5
Brandirectory
4
Millward Brown
7
FORBES
2
Brand Index
0.9465
>>5. Coca-Cola www.coca-cola.com
Although ousted from the top spot on multiple
valuations, Coca-Cola has remained one of the most
recognizable brands for over a hundred years. As it
follows its vision for 2020, the brand remains focused
on creativity, innovation, and growth. As the brand
remains accessible to nearly every person of every
background, it had reached over 200 markets with
its “Open Happiness” campaign. Coca-Cola remains
a brand to look to for inspiration and innovation.
Interbrand
3
Brandirectory
9
Millward Brown
5
FORBES
Brand Index
3
0.9463
>>6. General Electric (GE) www.ge.com
With the growth of Big Data comes the increase of GE’s
competitiveness. Through Enterprise software, analytics,
and efficient R&D, the company continues to be a force
in the data and enterprise businesses. Combining “Big
Iron with Big Data”, GE has successfully streamlined its
processes and grown its impact on the world at large.
www.ideasbig.com
Interbrand
6
Brandirectory
7
Millward Brown
FORBES
Brand Index
11
7
0.9150
2013 ›› Definitive Global Brand Ranking Report
5

7.
>>7. McDonald's www.mcdonalds.com
With successful entry and growth into Asian markets,
McDonald’s has been able to succeed within the
restaurant market and is the only restaurant on the
top 10 list. Increasing its competitiveness by offering
premium items to the local markets, McDonald’s has
been able to fit into many different markets through
diversification and placement. In this diversification,
the company has been able to remain at the top
of its game, competing even with premium coffee
offerings using its McCafe line.
Interbrand
Brandirectory
7
25
Millward Brown
4
FORBES
6
Brand Index
0.9095
>>8. AT&T www.att.com
Although not recognized by Interbrand, AT&T as a
holding company and conglomerate ranks highly
on each of the other lists due to its ability to reach
consumers and control markets. Even since the Bells,
AT&T has held strong brand value and loyalty through
offerings from cell phones to internet on the consumer
side; and business services, data organization, and
infrastructure on the business and government side.
>>9. Walmart www.walmart.com
Again not labeled as a global competitor due to different
global brand names, Walmart tops the sales categories
of any brands through its diverse offering. The brand
itself is easily recognized, and the span of the supply
chain is enough to list it atop many global brand lists.
Interbrand
Brandirectory
Millward Brown
FORBES
Brand Index
Interbrand
Brandirectory
N/A
11
6
15
0. 8808
N/A
5
Millward Brown
18
FORBES
18
Brand Index
0. 8710
>>10. China Mobile www.chinamobileltd.com
Any company that can control the telecom industry in
the most populous nation of the world is recognizable
as one of the top brands. With diverse offerings in its
home base, China Mobile remains a strong competitor
and rounds off the top 10 list.
www.ideasbig.com
Interbrand
N/A
Brandirectory
20
Millward Brown
10
FORBES
Brand Index
N/A
0. 8649
2013 ›› Definitive Global Brand Ranking Report
6

8.
Rank Company
Interbrand
Brandirectory
Brand Index:
Millward Brown FORBES
11
Vodafone
N/A
13
17
N/A
0.8605
12
Samsung Group
8
2
30
9
0.8523
13
Toyota
10
15
23
14
0.8404
14
Verizon
N/A
10
12
22
0.8399
15
BMW
12
21
24
11
0.8399
16
ICBC
N/A
31
16
N/A
0.8114
17
Amazon.com
19
8
14
33
0.7988
18
Walt Disney
14
27
26
17
0.7988
19
Mercedes-Benz
11
28
43
16
0.7897
20
Intel
9
26
61
8
0.7403
21
China Construction Bank
N/A
46
22
N/A
0.7390
22
Marlboro
N/A
57
8
29
0.7375
23
American Express
23
35
28
26
0.7272
24
Wells Fargo
N/A
14
13
56
0.7176
25
HSBC
32
22
25
32
0.7151
26
Oracle
18
55
36
13
0.7127
27
Nike
24
60
N/A
24
0.7111
28
UPS
27
49
15
47
0.6889
29
SAP
25
88
19
21
0.6883
30
Louis Vuitton
17
214
29
10
0.6400
31
Ford
42
34
N/A
44
0.6329
32
Cisco
13
58
77
12
0.6307
33
HP
15
54
54
31
0.6220
34
The Home Depot
N/A
18
41
48
0.6217
35
Honda
20
53
71
20
0.6191
36
Pepsi
22
36
75
25
0.6087
37
T-Mobile
N/A
79
27
N/A
0.6084
38
Agricultural Bank of China
N/A
56
37
N/A
0.5951
39
Nestle
56
40
N/A
39
0.5907
40
Gillette
16
121
45
23
0.5868
41
Budweiser
31
134
34
19
0.5855
42
Loreal
39
N/A
42
28
0.5824
43
Pampers
29
N/A
32
51
0.5770
44
Citi
48
24
64
N/A
0.5527
45
IKEA
26
50
74
41
0.5450
46
Tesco
N/A
41
55
N/A
0.5402
47
Siemens
45
33
72
35
0.5325
48
Hyundai
43
30
N/A
81
0.5221
49
H&M
21
104
69
30
0.5193
50
Visa
74
132
9
34
0.5176
www.ideasbig.com
2013 ›› Definitive Global Brand Ranking Report
7

9.
Rank Company
Interbrand
Brandirectory Millward Brown FORBES
51
Nescafe
37
229
N/A
52
Kelloggs
30
100
N/A
53
Orange
N/A
52
60
54
RBC
N/A
90
38
55
eBay
28
86
47
56
Toshiba
N/A
61
56
57
Zara
36
155
35
58
Volkswagen
34
17
100
59
Facebook
52
198
31
60
Shell
73
12
49
61
Bank of China
N/A
64
58
62
ExxonMobil
N/A
38
39
63
Canon
35
128
N/A
64
Danone
49
136
N/A
65
JP Morgan
33
65
93
66
Accenture
41
109
53
67
Target
N/A
44
76
68
Sinopec
N/A
67
67
69
TD
N/A
89
46
70
SberBank
N/A
63
70
71
PetroChina
N/A
71
65
72
Audi
51
204
N/A
73
Philips
40
126
N/A
74
Thomson Reuters
47
212
N/A
75
Caterpillar
58
103
N/A
76
Chevron
N/A
43
97
77
Movistar
N/A
84
66
78
Gucci
38
168
68
79
Hermes
54
252
40
80
3M
76
83
N/A
81
Sony
46
98
N/A
82
Allianz
63
75
N/A
83
Chase
N/A
19
81
84
Panasonic
68
99
N/A
85
AXA
59
59
N/A
86
Goldman Sachs
44
137
N/A
87
Nissan
65
42
86
88
Adidas
55
187
N/A
89
China Life
N/A
107
57
90
Colgate
50
240
50
91
BP
N/A
80
78
92
MasterCard
97
206
20
93
Morgan Stanley
71
133
N/A
94
Baidu
N/A
374
33
95
Porsche
64
N/A
N/A
96
Commonwealth of Australia
N/A
213
48
97
ANZ
N/A
184
52
98
US Bank
N/A
164
63
99
FedEx
N/A
87
62
100
Cartier
60
256
N/A
www.ideasbig.com
27
58
N/A
N/A
59
N/A
52
62
36
66
N/A
82
57
42
54
49
N/A
N/A
N/A
N/A
N/A
43
71
50
60
N/A
N/A
N/A
53
N/A
80
77
87
N/A
97
79
78
61
N/A
64
N/A
67
N/A
N/A
95
N/A
N/A
N/A
91
N/A
Brand Index:
0.5044
0.5005
0.4996
0.4928
0.4923
0.4815
0.4806
0.4791
0.4738
0.4710
0.4670
0.4652
0.4630
0.4603
0.4489
0.4479
0.4465
0.4430
0.4418
0.4367
0.4354
0.4213
0.4085
0.4051
0.3973
0.3931
0.3922
0.3920
0.3901
0.3842
0.3835
0.3821
0.3749
0.3731
0.3662
0.3600
0.3578
0.3560
0.3545
0.3433
0.3396
0.3318
0.3183
0.3163
0.3122
0.3092
0.3067
0.2994
0.2901
0.2852
2013 ›› Definitive Global Brand Ranking Report
8

10.
>>Other Notable Brands
These Brands were not included on the top 100 list, but are to be recognized
as being competitive, or appearing only on one list.
Brands Appearing on One List: NTT Group, Bank of America, Mitsubishi,
BNP Parabas, Tata, Mitsui, PwC, GDF Suez, Hitachi, AXA, Deutsche Bank, Bradesco,
Sinopec, Barclays, Total, CVS, Deloitte, ING, Comcast, Sam's Club, Itau, Walgreens,
Olay, MUFG, KPMG, Generali, Ernst and Young, China Telecom, Banco de Brasil,
SoftBank, CreditSuisse, Lowe's, Porsche, Discovery, Duracell, Jack Daniels, Kleenex,
Pizza Hut, Smirnoff, Moet & Chandon, Tencent, NTT Docomo, Aldi, Moutai
Brands Receiving Top 100 Positioning: Santander (0.2849), Starbucks
(0.2772), Dell (0.2682), Woolworth’s (0.2543), Heinz (0.2536), Nokia (0.2454), Xerox (0.2383), BT (0.2261), Sprite (0.2232), Scotiabank (0.2220), Subway (0.2197),
Stanard Chartered (0.2168), KIA Motors (0.2093), DHL (0.2091), Ping An (0.2059),
Chevrolet (0.2020), Prada (0.1985), Nintendo (0.1820), Johnnie Walker (0.1774), Red
Bull (0.1757), Avon (0.1751), MTN (0.1744), KFC (0.1725), Heineken (0.1604), Icici
Bank (0.1543), John Deere (0.1537), Tiffany and Co. (0.1534), Adobe (0.1362), MTV
(0.1343), Corona (0.1338)
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2013 ›› Definitive Global Brand Ranking Report
9

11.
Top 10
business-to-business
brands
>>1. Google www.google.com
As a company that makes a fair portion of its revenue
and profit from business sales and advertising sales;
Google is one of the companies that can fit (and succeed)
in either business-to-business or business-to-consumer
markets. However, for the sake of consideration;
Google, as the number one online advertising space
that demands the top advertising budget, has taken
the top spot in the B2B field.
Interbrand
2
Brandirectory
3
Millward Brown
2
FORBES
5
Brand Index
0.9661
As the market for both mobile and digital advertising
increases, Google will increase its impact on companies.
Furthermore, the impact that Google gives businesses
will continue to increase; offering products and services
to new markets, and continuing to take market share
from competition such as Yahoo.
>>2. IBM www.ibm.com
The definitive business-to-business brand for over
100 years, IBM continues its innovative and expansive
history. The company broke a benchmarking goal
by securing nearly 6,500 patents, and will continue
to innovate as companies move into the digital world.
Interbrand
4
Brandirectory
6
Millward Brown
3
FORBES
4
Brand Index
0.9549
Continuing success in the IT consulting world and
offering insight in environmental, government, and
banking worlds; IBM is a household name even as a
B2B brand and will continue to do so.
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2013 ›› Definitive Global Brand Ranking Report
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12.
>>4. General Electric (GE) www.ge.com
Not only one of the largest companies in the world,
GE has success in many markets. From technology
to financial services, GE has contracts with many
different businesses that bring it success in many
different B2B sectors. This conglomerate serves over
100 countries and brings products and services to
businesses and consumers of all sizes.
Interbrand
Brandirectory
Millward Brown
FORBES
Brand Index
6
7
11
7
0.9150
>>4. Intel www.intel.com
Manufacturing products for Original Equipment Manufacturers (OEMs) and Original Design Manufacturers
(ODMs), Intel provides integrated digital technology
platforms that can be used in a variety of applications
from Personal Computers to Data Centers. Although
losing ground in the branding world in 2013, Intel
will still make for a main competitor in the technology
sector for years to come.
Interbrand
9
Brandirectory
26
Millward Brown
61
FORBES
Brand Index
8
0.7403
>>5. Oracle www.oracle.com
One of the go-to companies for enterprise software
and computer hardware, Oracle has successfully
supported the B2B world with many products and
services that can be used in many applications. It
competes primarily through three companies broken
into segments: Software (New Software Licenses/
Software License Updates and Product Support),
Hardware Systems (hardware systems products and
hardware systems support), and Services. Oracle offers
consulting services, cloud services, and education
services to a variety of markets. Labeled as an icon
of technology by Forbes, Oracle will continue to grow,
maintaining successes by making smart purchases
(Taleo, Responsys, Eloqua, and RightNow) and
competing for cloud marketing space with the
likes of Salesforce and Adobe.
www.ideasbig.com
Interbrand
18
Brandirectory
55
Millward Brown
36
FORBES
13
Brand Index
0.7126
2013 ›› Definitive Global Brand Ranking Report
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13.
>>6. UPS www.ups.com
Specializing in the logistical offering to businesses and
consumers, UPS has brought success in Less-Than
Truckload (LTL) offerings. Through proper planning
and growth, UPS delivers over 4 billion packages per
year; and knows how to best bring solutions in both
domestic and international markets.
Interbrand
27
Brandirectory
49
Millward Brown
15
FORBES
47
Brand Index
0.6889
>>7. SAP www.sap.com
Focused on fitting the vast and varying needs of its
consumer base, SAP has been successful at offering
software solutions at the enterprise level. It competes in
markets from all-encompassing business applications
to specific industry technologies. SAP AG is able
to meet the needs of its consumers and provide
growth internationally.
Interbrand
25
Brandirectory
88
Millward Brown
19
FORBES
21
Brand Index
0.6883
>>8. Cisco www.cisco.com
A Communications giant, whether consumers know
or not, Cisco has grown as one of the largest providers
of networking and communications products and
services that connect the world. Cisco has designed
its business model around improving how people
communicate, collaborate, and connect. Throughout
2013, the company has made smart investments and
acquisitions of necessary communications technology
companies; taking on Cariden Technologies, Intucell,
and BroadHop.
www.ideasbig.com
Interbrand
13
Brandirectory
58
Millward Brown
77
FORBES
12
Brand Index
0.6307
2013 ›› Definitive Global Brand Ranking Report
12

14.
>>9. Siemens www.siemens.com
Another German Technology Conglomerate that brings
success in multiple solutions offerings; Siemens offers
solutions to clients in Industry, Energy, Healthcare, Equity
Investments, IT solutions/services, and Financial services.
Successful planning allows Siemens competitiveness
in 14 divisions: Industry Automation, Drive Technologies,
Building Technologies, OSRAM, Industry Solutions and
Mobility, belonging to the Industry Sector, the Divisions,
Fossil Power Generation, Renewable Energy, Oil and Gas,
Power Transmission and Power Distribution, Imaging
and Information Technology (IT), and Workflow and
Solutions and Diagnostics. Again bringing success by
acquiring companies and patents, Siemens has brought
innovation for over 150 years.
Interbrand
45
Brandirectory
33
Millward Brown
72
FORBES
Brand Index
35
0.5325
>>10. J.P. Morgan www.jpmorgan.com
Focusing on the asset management and investment
offerings to the business spectrum, JP Morgan (part
of JP Morgan Chase) is one of the strongest banks;
providing services to industries including government,
healthcare, and real estate.
Interbrand
33
Brandirectory
65
Millward Brown
93
FORBES
54
Brand Index
0.4489
>>Other Top B2B Brands
Accenture (0.44789), TD (0.44179), Sberbank (0.44301), Philips (0.40851),
Thomson Reuters (0.40511), 3M (0.38420), Allianz (0.38208), AXA (0.36619),
Goldman Sachs (0.3600), Morgan Stanley (0.31830), ANZ (0.30668), FedEx (0.29014).
www.ideasbig.com
2013 ›› Definitive Global Brand Ranking Report
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15.
>>Conclusion
Thank you for reading the 2013 Definitive Global Brand Ranking Report, a new
and unbiased perspective on the world's top brands. The need for such a simple
compilation is evident with such differences across the leading reports: Forbes,
Interbrand, Millward Brown BrandZ, and Brandirectory.
To prove the impartiality of this report, consider the wide span of valuations for
Samsung. The brand ranked number 2 in the Brandirectory, but number 30 by Millward
Brown (Samsung ranked 8 by Interbrand, and 9 by Forbes). Our composite index ranks
Samsung 12 overall, reinforcing the pure fairness of our approach.
The year 2013 marked when Apple displaced Coca-Cola as the top ranked
global brand on Interbrand. This noteworthy change was overdue, as Coca-Cola
had hit a low of #16 on Brandirectory in 2011, but has since recovered. Coca-Cola
is now moving up on each list, and a much more level playing field is developing.
This 2013 Definitive Global Brand Ranking Report also separated the top businessto-business brands from the overall ranking, a perspective important to the legions of
marketers that do not work in consumer or retail categories, and unique to this report.
What does 2014 bring for global brand rankings? No doubt it will be interesting
to watch the changes of the top brands. We look forward to publishing the 2014
Definitive Global Brand Ranking Report, and to your comments and suggestions.
About IDeas BIG
IDeas BIG (brand identity group) is a Chicago (Naperville) based branding consultancy that specializes in
logos, visual identities, and brand name development for global corporations and start-ups. IDeas BIG has
been recognized with over 50 national awards for creative excellence and marketing effectiveness. For more
information, contact IDeas BIG at 630.868.5061 or visit www.IDeasBIG.com.
www.ideasbig.com
2013 ›› Definitive Global Brand Ranking Report
14