34 / INTERBRAND
90 3,586 $m
NEW
3M
3,557 $m
NEW
JOHNNIE WALKER Year after year, Johnnie Walker’s iconic walking man continues to reinforce the brand’s authenticity and journey positioning. But the brand has proved that just because it is old, doesn’t mean it’s outdated. The new entrant, due to greater performance visibility this year, has truly embraced social media and made the platform its own. Its efforts included a new short film, starring Robert Carlyle, which outlines the history of the Johnnie Walker brand on its website, as well as continued outreach on Facebook through its Striding Man Society. While it remains a premium Scottish whiskey brand, recent announcements that the brand will cease production at its historic plant in Kilmarnock may go a long way in compromising one of its key drivers: authenticity. The move has not been met well, with condemnation from members of Parliament, celebrities, townsfolks of Kilmarnock and whiskey drinkers around the world.
94 3,496 $m
3,562 $m
+ 1%
FERRARI
3M is a newcomer to the Best Global Brands in 2010, in large part due to a series of acquisitions that have given the company scale, and a new brand identity system implemented last year. The new brand identity succeeded in unifying the diverse businesses and boosted brand awareness. Additionally, last year brought Good Design Awards for five of its products and praise for its corporate citizenship and energy management – including the “Energy Star Sustained Excellence Award for Energy Management” for the sixth time, the industry record.
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91
This year Ferrari proved that people buying something as high-end as a Ferrari will do so regardless of the economic climate. It has continued to benefit from low production and from focusing on its elite, exclusive status. As a result it has seen growth in fast developing countries. In July 2010, it opened up Ferrari World, the world’s largest indoor theme park, in Abu Dhabi. Unlike competitors, it has stayed true to its roots, reiterating its promise of speed, precision and a passionate lifestyle. Still, the recession’s long-term behavioral impact may be evident in Ferrari’s lower sales volumes this year, which is why its moves to go green may prove shrewd. Especially since its hybrid HY-KERS promises the same trademark speed and performance exemplified in all of Ferrari’s cars.
93 3,516 $m
NEW
HEINEKEN Although it has yet to fully reposition, Heineken has been making the shift from a more premium, quality beer with a rich heritage to a brand that is slightly more sporty, playful and innovative – an effort that has launched it into this year’s ranking. The portable mini keg and the inhome draught dispenser are two ways that Heineken has displayed this. Additionally, it saw some success this year in its attempts to extend the brand through the “Heineken Experience” heritage site, which not only garnered awards, but met visitor projections despite tourism being down. The brand has also focused on extending in Latin America – a previously untapped market – as well as guerilla marketing campaigns featuring social media.
NEW
ZURICH This year, the Business Insurance “2009 Readers Choice Awards” selected Zurich as the best overall commercial property insurer – a testament to the new entrant’s many years of work to better respond to customers’ needs. Zurich has been investing in its brand to improve service, develop closer relationships with clients and orchestrate one
of the insurance industry’s most global communication initiatives: HelpPoint. The collective term for a multitude of service offerings that Zurich delivers, HelpPoint captures Zurich’s commitment to putting customers at the heart of the brand. With 60,000 employees, Zurich is able to serve customers in more than 170 countries.