Studies
Trademark protection
The strongest 20 trademarks
The 10 most valuable brands

Top 10 most valuable brands 2006

Last July, American business magazine Business Week, in cooperation with Interbrand, published the top 100 of most valuable brands; The World’s Best Brands. What follows is an overview of the top ten from that list:

1			marktwaarde:
1	Coca-Cola	U.S.A.	67,000 billion dollars
2	Microsoft	U.S.A.	56,926 billion dollars
3	IBM	U.S.A.	56,201 billion dollars
4	GE	U.S.A.	48,907 billion dollars
5	Intel	U.S.A.	32,319 billion dollars
6	Nokia	Finland	30,131 billion dollars
7	Toyota	Japan	27,941 billion dollars
8	Disney	U.S.A.	27,848 billion dollars
9	McDonald's	U.S.A.	27,501 billion dollars
10	Mercedes Benz	Germany	21,795 billion dollars
(source: BusinessWeek)

Striking is the disappearance of Dutch beer brand Heineken from the top 100. In 2005, the brand was still in 100th place. This year the American Levi’s brand is at the bottom of the list, with a total value of 2.7 billion dollars.

The listing contains only three brands from Dutch territory. The electronics group Philips rose from 53rd to 48th place. This position was achieved largely as a result of its successful ‘Sense and Simplicity’ campaign. ING and Shell have to make do with 85th and 89th place respectively.

A position in the top 100 is not easy to come by, because in order to qualify for the list, a brand has to be worth at least $2.7 billion, generate one third of its income abroad, have freely available marketing and financial data and be known by a wider audience than just the immediate customer base.