Rated Ranking: Best Global Brands 2013

Best Global Brands 2013


The ranking “Best Global Brands”, published by Interbrand, a corporate identity and brand consulting company owned by the Omnicom Group, is published since 2000. The ranking is based on a monetary valuation of the brands. The three key components in the Interbrand valuations are: analyses of the competitive strength of the brand, the role the brand plays in the purchase decision, and the financial performance of the branded products or services. The evaluations are not traceable because the judgements are made by Interbrand employees and are kept undercover by Interbrand. So the evaluation leading to the published results is not transparent and significantly biased. Based on certain subjective criteria brands like Walmart, Mars or BBC are excluded. The results reported by renowned media outlets like New York Times or Business week lead to the fact that the ranking results are taken seriously by key stakeholders. There is no empirical evidence that the published monetary value of a brand and the overall value of the respective company have a statistically relevant correlation with each other. The Ranking results are accessible here.
Relevance / Impact
– 15 points –
Added Value / Insights
– 9 points –

Trustworthiness / Intention
– 11 points –
– 5 points –

Aggregated points
– 40 (out of 60) –
Highly valuable ranking

Useful ranking with some flaws

Partially useful ranking with considerable flaws

< 30
Useless ranking

Reach of publication:

  • Global, e.g. North America, Europe and Asia (5 points)
  • Regional, e.g. Europe or North America (3 points)
  • Large national market: e.g. US, China, Japan, Germany, France, UK, Italy, Brazil (2 points)
  • Mid-sized or small market, e.g. Switzerland, Netherlands, Argentina, Singapore (1 point)

Ranking will be recognized by key stakeholders:

  • Opinion Leaders (Politicians, Professors; NGO’s) (2 points)
  • Business Advisory Board, C-Level Executives (CEO, CCO, CFO, CMO) (2 points)
  • High Potentials & Top Talents (employer market, students) (2 points)
  • Financial Market (2 points)
  • General Public (2 points)

Aggregated points: 15 (of max. 15)

Is the owner providing the ranking a credible and trustworthy organization?

  • Ranking owner has limited credibility and reputation. (1 point)
  • Ranking owner has fair credibility and reputation. (3 points)
  • Ranking owner has excellent credibility and reputation. (5 points)

What is the ranking owner’s intention to produce and disseminate the ranking?

  • Ranking is predominantly a tool to raise awareness for the owner with the possible intention to sell consultancy services. (1 point)
  • Ranking is partly a tool to raise awareness for the owner with the possible intention to sell consultancy services. (3 points)
  • Ranking is predominantly a tool to surface and share important insights on the subject surveyed. (5 points)

Comment:Interbrand clients have a fair chance to enter and to improve over time their position in the ranking.

Is/Are the media outlet(s) where the ranking is published of high credibility and reputation?

  • Media outlet(s) has/have limited credibility and reputation. (1 point)
  • Media outlet(s) has/have fair credibility and reputation. (3 points)
  • Media outlet(s) has/have excellent credibility and reputation. (5 points)

Comment: Very respected media like New York Times and Business Week (among others) are prominently publishing the ranking results.

Aggregated points: 11 (of max. 15)

Do the ranking results provide overall orientation where companies stand?

  • limited orientation only (1 point)
  • fair orientation provided (3 points)
  • very good orientation (5 points)

Comment: With respect on how companies are judged by Interbrand employees also in comparison to peer companies; yes

Is the Ranking published in the same format on a regular basis, e.g. annually, which allows to track developments and comparisons over time?

  • ranking is published for the first time (1 point)
  • ranking is published for the second time in the same format (3 points)
  • ranking is published for more than 3 times on a regular basis in the same format (5 points)

Commenet: Interbrand over the years has changed not just the methodology but also the criteria which ultimately decide if a brand is eligible or not for the ranking.

Do the ranking results provide added value and further insights on how companies are evaluated in in their industry, e.g. detailed ratings in various sub-dimensions of the overall result?

  • limited added value only (1 point)
  • fair amount of added value (3 points)
  • high amount of added value (5 points)

Commenet: Interbrand discloses the decisive algorythm only to their clients.

Aggregated points: 9 (of max. 15)

Is the ranking based on a representative survey among key stakeholders or on a jury only?

  • Ranking is based on a jury’s opinion only. (1 point)
  • Ranking is based on a small survey or only on a limited group of stakeholders. (3 points)
  • Ranking is based on a robust and representative survey. (5 points)

Comment: The ranking reflects the subjective opinions of some Interbrand employees. Due to this fact, the ranking has to be judged as biased.

Is the ranking methodology easy to understand and reasonable – even for non-statisticians?

  • Methodology not easy to understand and not reasonable. (1 point)
  • Methodology fairly good to understand and reasonable. (3 points)
  • Methodology very easy to understand and reasonable. (5 points)

Comment: Over the past years Interbrand has made a substantial effort to further develop the methodology.

Is the ranking methodology easy to access and transparent?

  • Methodology not easy to find and not sufficiently transparent. (1 point)
  • Methodology fairly good to find and of medium transparency. (3 points)
  • Methodology very easy to find and of high transparency. (5 points)

Comment: The transparency is not given. Main reason: Interbrand keeps its judgements and its so called «algorythm» confidential.

Aggregated points: 5 (of max. 15)

Ranking category

  • Product / Service Brands
  • Company Brands
  • Corporate Reputation and Company Esteem
  • Social Responsibility, CSR & Sustainability, Ethical Business Practices
  • Innovation & Technology
  • Employer Attractiveness & Diversity
  • Leadership
  • Nations & Destinations
  • University & Other Institutions
  • Sports
  • Lifestyle
  • Social Media
  • Personal Branding & CEOs

Ranking statistics

  • Name of Ranking: Best Global Brands
  • Ranking managed/produced by institute/organization: : Interbrand, owned by Omnicom Group
  • Ranking published by media outlet: various
  • Date of recent publication: September 29, 2013
  • Date of previous publication: October 2, 2012

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