Brand consultancy Interbrand’s latest Best Global Brands report highlights how certain sectors are thriving despite worldwide recessions, while others are struggling, financial brands in particular. Recent events, including the Libor scandal, have damaged leading brands such as Credit Suisse which declined 5 per cent in brand value and dropped 13 places in its ranking from last year.

Graham Hales, CEO London of Interbrand, says: “This year, analysis has revealed how financial services are struggling to maintain customer trust (Barclays, UBS and Zurich have come out of the ranking).” Hales advice for struggling financial brand is to concentrate on building a “strong emotional bond with customers” to regain trust and build long-term financial value.

Top ten brands

Source: Best Global Brands report, Interbrand

That’s the bad news. The good news is that the information and technology sector goes from strength to strength, with top ten brands including Apple, IBM, Google, Microsoft, Intel and Samsung. In fact four of the top five risers come from this sector: Apple, Amazon, Samsung and Oracle. The secret of the success of these brands isn’t just because they are in an exciting sector in which new products such as the iPad grab consumers’ interest, but also because they succeed in developing relationships with their customers.

Top risers of 2012

Source: Best Global Brands report, Interbrand

Another exciting sector is automotive. Again, this is not just because these brands are sexy, but because certain car manufacturers are succeeding in reaching their target markets and helping consumers better relate to particular car makes. Discussing the brands that are thriving in this sector, Hales says: “Automotive has come through a challenging period, realising it needs to work harder to retain customer loyalty. It’s focused on engaging with its customer base on a more personal level, using digital and interactive tools. Successes include Audi’s digital showroom and Ford’s MyTouch, an in-car communication and entertainment system. “

Automotive

Source: Best Global Brands report, Interbrand

Hales adds that another sector that has done well is the luxury sector, which he says has seen a pay off from significant investment in digital channels: “Burberry (up to number 82 from number 95 in 2011), continues to be a leading global luxury brand, constantly enhancing the consumer experience through web-streaming live catwalk shows, and its ‘Runway to Reality’ initiative enabling consumers to purchase looks directly from the catwalk. Burberry has also set a benchmark for the use of social media in luxury retail; this year doubling its numbers for both Facebook and YouTube views, and tripling its Twitter followers.”

New additions

Source: Best Global Brands report, Interbrand

Methodology
 

Interbrand's methodology looks at the ongoing investment and management of the brand as a business asset. This takes into account the many ways in which a brand benefits its organisation, from attracting and retaining talent to delivering on customer expectations. There are three key aspects that contribute to the assessment: financial performance of the branded products or services; the role of brand in the purchase-decision process; and the strength of the brand.