globalEDGE International Business Blog

Recently Interbrand, the world’s largest brand consultancy, released its 2009 rankings of the top global brands of 2009.

So what is a global brand, exactly? A global brand  is one that has transcended the linguistic and cultural challenges of entering foreign markets. Widely recognized global brands have successfully implemented the namesake and desirability of their products to consumers in many countries.

The Top Ten Global Brands of 2009:
1. Coca-Cola
2. IBM
3. Microsoft
4. GE
5. Nokia
6. McDonald’s
7. Google
8. Toyota
9. Intel
10. Disney

The largest jump up the chart was Amazon.com, which jumped fifteen places to #43. The largest fall was UBS of Switzerland, which dropped from #41 to #72.

The recent acquisition of the automobile retailer Saturn by Penske has reawakened an old debate in business: to co-brand or not to co-brand? Co-branding is the collaboration of two companies in marketing their product, aimed to create synergy and draw interest. If Pillsbury Brownies are enhanced by Nestle Chocolate, then brand recognition and desirability is increased for both parties. Too often, though, co-branding has been relegated to large businesses, because small businesses stand nothing to gain by co-branding because they cannot reach as many people with their products. However, co-branding can be effective for small businesses as well.

A recent article in Global By Design discusses the possibility of country and city-based domain names for various businesses. This would mean that a business opened in a various city could possibly have the domain name of that city. For example, a small business that opened in Tokyo, Japan could take the domain name, “smallbusiness.JP” or “smallbusiness.TYO” This could be quite beneficial for global businesses trying to create more distinction with respect to their web brands.

I have been particularly interested in branding recently (I recommend the Branding Strategy Insider blog), and how difficult it is to successfully build a solid, consistent brand message that reaches across diverse cultures and languages.

One of the fundamentals of effective branding is consistency. If a firm sends mixed messages, consumers are less likely to have a strong conception of what the brand stands for, what its characteristics are that distinguish it from the competition. Brands that try to change with every passing fad seem hollow, like followers rather than leaders.