76 yahoo!
-11%
4,413$m
which users access Facebook, Twitter, and other platforms, the new Yahoo! homepage demonstrates the brand’s priority of becoming a social networking hub, which was the central component of former CEO Carol Bartz’s recovery strategy. New leadership will need to come out of the gate with a robust recovery strategy. Additionally, Yahoo! acquired Dapper as part of its plan to extend its reach into Smart Ads.
The longtime webmail provider, Yahoo! continues to face challenges in a difficult marketplace, especially from strong, ongoing competition. In late 2010 and early 2011, the company initiated a cost-cutting strategy that saw 700 jobs eliminated. Still, Yahoo! remains committed to its brand values of investing in innovation and exceeding customer expectations, both of which are evident in its recent interface re-design. Seeking to become the front door through
77
78
moËt & chandon
Jack Daniel’s
+9%
+7%
4,383$m
4,319$m
Moët & Chandon leveraged its message of glamour, celebrity, and quality at every touchpoint in 2011. This year’s campaign with Scarlett Johansson (which was used for print, outdoor, and online advertising) was shot at Trianon, Jean-Rémy Moët’s impressive residence built between 1805-1817 on the Moët & Chandon estate in Epernay, France. The choice of location wisely builds on Moët & Chandon’s heritage, reinforcing its luxury status. Sponsorships that include the U.S. Open, film festivals, and other “scene and be seen” events maintained its highly visible profile.
Consumers continue to view Jack Daniel’s as a legacy liquor brand. This year, the Jack Daniel’s family of spirits performed strongly. Brand extensions such as Jack Daniel’s Tennessee Honey have been well received, and the company anticipates further rollout in 2012, with both traditional advertising and social media, including Twitter and targeted video content on Facebook. Jack Daniel’s is growing globally, particularly in Western Europe and in fast-developing regions like Mexico and Turkey.
79
barclays
80
4,259$m
4,170$m
Internally, Barclays’ corporate and investment banking division is increasingly influencing the DNA of the brand following the sale of the asset management business BGI to Blackrock. In the global marketplace, Barclays is seen as a strong investment banking challenger brand—supported by the purchase of Lehman’s investment banking business. In Europe, it continues to also be a retail banking mainstay, building its presence through sponsorships and events. Given its divestiture and acquisition activities, Barclays’ communication of its value proposition could assist in moving it to a leader-brand position in the marketplace.
Adobe is transforming how digital experiences are created, managed, distributed, measured, and monetized in a multichannel world. Its new brand-building campaign has succeeded in positioning Adobe as a “partner brand” for businesses big and small. Overall, it is fueling growth and transitioning into a more diversified software company. Three growth opportunities the brand has focused on include content offering, customer experience management, and online marketing optimization—and it’s paying off. In particular, the beta release of the new Adobe SocialAnalytics product was a great success. The offering, which is geared toward the exploding digital marketing sphere, gained fans and new customers that include Dell, Lenovo, Unicredit, and Vodafone.
adobe
+1%
+15%
38 Best Global Brands 2011 by Interbrand