85 3M
+10%
3,945$m
The company that gave the world the Post-it note is a legendary innovator devoted to its people. In fact, employees are given 15 percent of their working time for free investigations into new products or initiatives. From households to high tech, competitors across categories envy 3M’s strong product portfolio. Understanding the importance of its brand in today’s global marketplace, 3M launched its “Brand Reinvigoration Initiative” to ensure a solid, consistent presence in the face of increasing competition and to reinforce its image
among consumers. Widely recognized for its corporate responsibility and green efforts, the company has operated under the mantra of “pollution prevention pays” for more than 35 years. Although the master brand does not maintain a significant social media presence, it has seen great success through its internal social media tool, which has brought in hundreds of new ideas and resulted in nine new markets for the company to explore.
86
87
3,924$m
3,883$m
Corona continues to craft a unique positioning around its “live in the moment” philosophy. The number one beer in Mexico and the number one imported beer in Australia and North America is linked to a laid-back lifestyle, vacation, and relaxation, through its somewhat iconic lime wedge and beach. This is captured at every touchpoint, whether it is social media or more traditional advertising. The brand has been able to evolve this message—even inviting fans to “find your beach” in recent campaigns. This year, Corona announced its biggest retail sweepstakes promotion yet—a chance for its customers to win one of 100 trips to Mexico.
Known for its heritage, affordability, trust, and loyal consumer base, Nivea is celebrating “100 years of skin care” with a massive highprofile multi-media marketing campaign that plays up its reliable, trusted image—and it’s already having a notable impact on sales. In recent years, the brand has capitalized on a perceived opportunity in the men’s grooming market by expanding in that category with attractive product propositions and targeted marketing. This year, a strategic move was made to refocus the brand on skin care only, walking away from decorative cosmetics, a category that was apparently not a good fit for the brand with consumers. With strong market positions throughout Europe and Latin America, Nivea continues to garner loyalty through effective products and a sharpened brand strategy across all relevant touchpoints. The company is expanding its presence in emerging markets like India, but faces challenges there from established personal care brands owned by major global players.
88
89
corona
nivea
+2%
+4%
johnnie walker
smirnoff
+8%
+6%
3,842$m
3,841$m
Johnnie Walker is growing internationally. The strategy to go beyond scotch and appeal to an emerging middle class is beginning to pay off in regions like Latin America and China. In the U.S., the brand’s more premium offerings have fared well, and Johnnie Walker has been focusing on communication that elevates the status of the brand even more. China, in particular, is beginning to see more brand loyalty. An ambitious social media campaign, “Words of Journey,” which tells the story of 12 Chinese pioneers, boosted its visibility in the region and presented a more relatable brand to that audience. Additionally, an improved go-to-market strategy in India has aided the brand where it holds an iconic status.
Though the vodka market is a crowded space, Smirnoff performs well. Exciting campaigns like “I choose” and the reality show Master of the Mix continue to boost the brand’s presence. While remaining the U.S. leader, Smirnoff is growing in fast-developing markets where an expanding middle class is responding well to the product. It continues to pursue highly visible celebrity endorsements. For example, it recently announced a partnership with Madonna in the next installment of the Smirnoff “Nightlife Exchange” and has struck up a partnership with Pharrell Williams for its “Start Pure” campaign.
40 Best Global Brands 2011 by Interbrand