Sixteen CPGs among Interbrand’s 2019 Best Global Brands    

By Ana Lester

Coca-Cola ranked fifth in Interbrand’s Best Global Brands 2019 report, which included fifteen other consumer packaged goods scattered among the top 100.
Not surprisingly, the consultancy’s 20th edition of the world’s first brand valuation survey had four familiar technology names atop the list: Apple (#1), Google (#2), Amazon (#3) and Microsoft (#4)
"Twenty years on from our first report, customers today are more informed, more connected and more demanding than ever before through a combination of wealth of choice, erosion of loyalty and shifting frames of reference wanting immediacy, abundance and intimacy – all at the same time," said Charles Trevail, Global Chief Executive Officer of Interbrand.

The CPGs on the list included:

  • Eight brands of alcoholic and non-alcoholic beverages: Coca-Cola (#5), Pepsi (24), Budweiser (32), Nescafe (38), Corona (79), Jack Daniel’s (80), Heineken (86) and Hennessy (95).
  • Five brands of health and beauty products: Pampers (34), Gillette (37), L’Oreal (51), Colgate (66), and Johnson & Johnson (86).
  • Three brands of food: Kellogg’s (57), Danone (59), and Nestle (60).

The same 16 brands were listed in Interbrand’s lists for 2018 and 2017. However, the latter year included three more alcoholic brands (Johnnie Walker, Smirnoff and Moet & Chadon) and one carbonated soft drink (Sprite).
"The age of brand positioning is over,” said Trevail. “In a world where customer expectations will continue to move faster than businesses, static brand positions and incremental change will just about keep brands in the game – but it will take, brave, we would say 'iconic', moves, to make brands leap ahead of customer expectations and ultimately deliver extraordinary business results."

The 20th edition of Interbrand's annual brand valuation report features a series of individual sector reports which delve deeper into the technology, luxury and retail, consumer packaged goods, media, automotive, travel, and financial services industries.

Interbrand launched the Best Global Brands report 20 years ago to provide marketers, investors and consumers unprecedented insights into the state of the brands that have come to define modern consumerism and the evolution of the sectors in which they operate.

Looking back on 20 years of brand valuation data shows how the status and value of brands change:

  • Only 31 brands from the first report in 2000 remain on the list today, including Disney, Nike and Gucci.
  • 137 brands, such as Nokia and MTV, have dropped off the list in the intervening years.
  • Coca-Cola and Microsoft are the only brands to have retained top 10 spots.

"For decades, the entire discipline of brand-building was based on the concept of brand positioning, but in today's accelerating markets, customer expectations outstrip static brand positions. Brands can no longer be considered separate to businesses and will be judged on what they do, not just what they say; it is about trust, not just delivery," said Trevail.

                                                                       Mid-November 2019
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