13
14 nokia
Cisco
-15%
+9%
25,309$m
25,071$m
Cisco’s focus on its organization and operating model has improved productivity and positioned the brand to evolve with its business model. A more simplified organizational structure has allowed for faster innovation, reduced costs, and simpler decisionmaking. Despite internal changes, Cisco has demonstrated continued commitment to “The Human Network” campaign. While driving consumer recognition, its emphasis on people over technology will be an essential brand component for protecting share and margin going forward. Cisco also understands how to best utilize the social media space, reaching out and engaging consumers via videos and blogs, putting a tangible face on what it does. Additionally, its game, “Cisco myPlanNet,” exemplifies an innovative and successful way to reach a new generation of IT professionals, garnering it a Social Media Marketing award for 2010.
Despite being one of the world’s largest manufacturers of mobile phones and topping the rankings of environmental and social initiatives, Nokia is working to keep pace with mobile innovation and with the evolving consumer taste for smartphones. The recent partnership with Microsoft puts it in a good position, though it will take time to bring products to market. Nokia is positioning itself to “connect the next billion” by targeting developing markets. Its challenge will be to balance ubiquity and access with innovations and leadership. It plans to launch high-end retail stores in prestigious locations to counter consumer perceptions of Nokia as a manufacturer of entry-level phones. Nokia continues to be an active member of the United Nations Global Compact, the world’s largest corporate citizenship initiative.
15
16
24,554$m
23,997$m
BMW inspires passion in both customers and employees. However, its 2012 BMW 1 Series is receiving a good amount of negative responses to its overall design. Like other carmakers, BMW has responded to the green shift in the market with concept cars designed for sustainable urban mobility, and its EfficientDynamics program marries performance with efficiency. However, given the market is saturated, it faces tough competition in the years ahead. Expect more emphasis on these core qualities as BMW sponsors the London Olympics and Team USA next year. The brand has also made an effort to engage with consumers through social media, and it is paying off with 5.5 million Facebook fans, a busy twitter feed, and a popular YouTube channel. Additionally, its BMW Guggenheim Lab, which addresses issues of urban life through programs and public discourse, has received a positive consumer response.
The defining brand in male grooming, Gillette enjoys strong franchises around its products and multiple successful brand extensions. With the brand’s dedication to innovative new products like shower-safe electric razors, it also provides base products in the men’s grooming category with its expanded focus on skin care, deodorant, and body wash. In India, especially, the brand is doing well, and emerging markets are a crucial component of its growth strategy. Over the next two years, Gillette will be introducing products in more than 40 new countries. Recognizing the promise of social media, the brand keeps up a lively presence, especially on Facebook, where it has earned more than 400,000 Likes.
17
18
BMW
Gillette
+10%
+3%
Samsung
Louis Vuitton
+6%
+20%
23,430$m
23,172$m
After establishing itself as the clear leader in flat panel televisions, Samsung continues to focus on mobile devices. Through a strong flagship brand strategy around Galaxy smartphones and tablet devices under the Android platform, Samsung hopes to counter competitors—though a preliminary injunction filed by Apple has, so far, resulted in Galaxy’s ban in Germany. In other segments, such as digital appliances, digital imaging, IT solutions, B2B, and especially semiconductors, Samsung continues to deliver innovative and relevant solutions. It also invests heavily in its marketing capabilities to get the word out. Samsung has a high commitment to corporate citizenship and environmental initiatives, but this isn’t broadly known by consumers, and that lack of awareness around its efforts may present a hurdle.
Louis Vuitton reports 19 percent growth in revenue over the past year and still remains the strongest luxury brand in the world. For many, the brand depicts attainable luxury and is a highly desirable symbol of success. The brand has grown this year due to “local and tourist” consumers, a new production site in France, and an expanding watch collection. Louis Vuitton maintains growth in leather goods, but faces competition globally as more luxury brands see success in Asia. Louis Vuitton recently unveiled a new flagship store in London, which is seen as its most luxurious to date. This year, better positioning in the social media landscape, and the strategic use of Facebook as a means for conveying new and exclusive content boosted the brand. 22
Best Global Brands 2011 by Interbrand