Best Global Brands 2010 / 31
79 4,021 $m
80
+ 7%
moËT & CHANDON
CREDIT SUISSE
Möet & Chandon continues to be linked to glamour, celebrity, quality and prestige. Overall, this is reflected at every touchpoint, including its corporate citizenship, which includes sponsoring arts events, fundraisers and charities. It has remained relevant, with a successful campaign featuring Scarlett Johansson and a presence at this year’s Academy Awards – as well as some extension beginning in fastdeveloping markets. Personalized offerings connected to individual events, as well as gift cases and travel sets, have also helped leverage the brand. However, too much extension, like a lower-priced Möet & Chandon brand available at grocery outlets, could confuse its brand image – something Möet & Chandon should be wary of in the future.
81 4,003 $m
NEW
4,010 $m
New entrant Credit Suisse is among the winners to emerge from the financial crisis. It cut risk early and did not have to take any government money. As a result, the firm was able to embrace a client-focused strategy that has earned Credit Suisse accolades from its clients and the press. In both investment banking and private banking, it has been able to capitalize on the difficulties of its competitors and deliver the highest returns on capital in the industry. The focus on keeping a low profile, stability and consistency has suited the firm well. The key question going forward is whether Credit Suisse can maintain its course and continue to leverage its strengths as competitors regain momentum.
+ 24%
SHELL Shell, which manages the largest distribution network among its competitors, continues to focus on reinforcing its position as a leader in the oil and gas industry while helping to meet global energy demands in a responsible way. This year, it made substantial investments in new refining and petrochemical technologies, on which its future performance will depend. Additionally, as seen last year when it shut down many projects and reorganized, Shell’s priority is still cost
reduction. Shell has plans to exit from 15 percent of its worldwide refining capacity and 35 percent of its current retail markets, and is taking steps to further improve its chemicals assets. While protesters have criticized Shell’s environmental record, it appears far more committed to sustainable development than BP (which fell off the table this year), and chairman Lord Oxburgh has acknowledged the necessity to act on global warming issues.
Shell sees gains from cost reduction, investments in refining and an environmental record that’s more commendable than competitors 2010 4,003 $m
2009 3,228 $m
2008
3,471 $m
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