Welcome to the BrandIndex 2012 Annual Global Rankings. Search and technology brands this year dominate the international lists with Samsung, Google and Apple each in the Top 10 of six or more countries.
Samsung emerged as the strongest international performer of 2012 appearing in the Top 10 lists for eight out of the eleven countries monitored. It was a new entrant on the Danish, Swedish and UAE rankings. Samsung had an exceptional 2012 stocking the market with 37 variants fine-tuned for regional consumer tastes and selling 500 handsets a minute. The brand was an official sponsor of the London Olympics.
Apple appeared in six Top 10 lists across Scandinavia, Saudi Arabia, UAE and France. The brand has however dropped out of the US list where it was number 10 in 2011.
Google appears in 6 of the top 10 lists, including the US, Germany, France, Denmark, Sweden and the UAE. In the U.S. it appears at number 10 this year (4 last year) and at number 9 in the UAE (5 last year). Additionally, the brand slipped out of the top 10 lists in the UK, Finland, Norway and Saudi Arabia this year.
Amazon, Volkswagen and IKEA all featured on three national Top 10 lists.
Despite the dominance of global brands throughout the rankings, it was ‘hometown favorites’ which swept into the number one slot for all but Germany (Amazon) and Saudi Arabia (Samsung).
Nordic retailer ICA was number one for Sweden, local job portal Finn.no for Norway, Fazer (founded in a Helsinki café back in 1891) for Finland, food brand LaLa for Mexico and Emirates Airlines for UAE. The US’s top spot was taken by Subway, Denmark’s by Lego and France’s by sales portal leboncoin.fr. The UK list was topped by a BBC brand, the BBC iPlayer, despite a tumultuous year for the BBC culminating in the resignation of the director general.
Consistent with the mid-year rankings Finnish consumers embrace their local brands, with every one of the brands on the Top 10 list home grown. Many of their brands are extremely long-lived with Fiskars, at number four, trading for over 360 years.
BrandIndex measures these brands, as well as thousands of others across the world, on a daily basis and across nine or more individual metrics. We hope you enjoy this year’s annual Buzz rankings and look forward to monitoring the top brand stories for you throughout 2013.
Ted Marzilli, SVP and Global MD for BrandIndex