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Swedish brands climb in global ranking

The value of the H&M and Ikea brand swell - while Nokia tumbles.

Swedish firms among world's top brands
H&M founders donate $137 million to employees
Ikea invests in more wind power plants 
Nokia sacks CEO after smart-phone fiasco

Technology brands continue to lead the pack at global branding consultancy Interbrand’s prestigious “Best Global Brands” ranking with IBM, Microsoft and Google as the world's top brands.

Two Swedish brands were among the 100 most valuable brands. Both Ikea and H&M kept their positions while brand values increased in the 2010 ranking.

Cheap'n'chic fashion group H&M was ranked as the world’s 21st most valuable brand with a price tag of 16.1 billion dollar, 5 percent higher than in last year’s ranking.

“While H&M engages consistently with its customers on Facebook, YouTube and Twitter to drive traffic to its website (which is not yet globally available), its stores and window displays continue to be the brand’s most important channel of communication”, Interbrand pointed out.

Swedish furniture giant IKEA was ranked at place 28 with a brand value of 12.5 billion dollar, 4 percent higher than last year.

“Its effort to cut prices on its items as well as promote itself in a humorous and quirky way keeps customers engaged and supports the cult following IKEA has built over the years”, the branding consultancy said.

Finland’s Nokia, the world’s biggest mobile phone maker, dropped from 5th to 8th place while its brand value declined 15 percent to 29.5 billion dollar.

“While Nokia certainly maintains leadership in global market share of handsets, the brand has fallen behind where the most profitable sectors of the market have developed – most notably, smartphones”, Interbrand said.

IBM, Microsoft and Google lead Interbrand’s 11th annual ranking of the “Best Global Brands.” Google saw a 36 percent increase in value over last year, bringing the brand closer than ever to rival Microsoft.

“2010 was the beginning of a long road back towards economic recovery,” said Jez Frampton, group chief executive at Interbrand. “From real-time customer feedback through social media to increased transparency about corporate citizenship, brands were faced with a profound change in the way they relate to customers and demonstrate their relevance and value. Despite this new paradigm of brand management, the advantages of building a solid brand remain the same.”

Full statements:
H&M ranked 21st most valuable brand
IKEA ranked 28th most valuable brand
Nokia drops in global brand ranking

 

Rank Previous Rank Brand Country of Origin Sector Brand Value ($m) Change in
Brand Value
1 1   United States Beverages 70,452 2%
2 2   United States Business Services 64,727 7%
3 3   United States Computer Software 60,895 7%
4 7   United States Internet Services 43,557 36%
5 4   United States Diversified 42,808 -10%
6 6   United States Restaurants 33,578 4%
7 9   United States Electronics 32,015 4%
8 5   Finland Electronics 29,495 -15%
9 10   United States Media 28,731 1%
10 11   United States Electronics 26,867 12%
11 8   Japan Automotive 26,192 -16%
12 12   Germany Automotive 25,179 6%
13 13   United States FMCG 23,298 2%
14 14   United States Business Services 23,219 5%
15 15   Germany Automotive 22,322 3%
16 16   France Luxury 21,860 4%
17 20   United States Electronics 21,143 37%
18 17   United States Tobacco 19,961 5%
19 19   South Korea Electronics 19,491 11%
20 18   Japan Automotive 18,506 4%
21 21   Sweden Apparel 16,136 5%
22 24   United States Business Services 14,881 9%
23 23   United States Beverages 14,061 3%
24 22   United States Financial Services 13,944 -7%
25 26   United States Sporting Goods 13,706 4%
26 27   Germany Business Services 12,756 5%
27 25   Switzerland Beverages 12,753 -4%
28 28   Sweden Home Furnishings 12,487 4%
29 37   United States Financial Services 12,314 29%
30 30   United States Alcohol 12,252 4%
31 31   United States Transportation 11,826 2%
32 32   United Kingdom Financial Services 11,561 10%
33 33   Japan Electronics 11,485 10%
34 29   Japan Electronics 11,356 -5%
35 34   United States FMCG 11,041 6%
36 43   United States Internet Services 9,665 23%
37 38   United States Financial Services 9,372 1%
38 39   Japan Electronics 8,990 -2%
39 40   Canada Media 8,976 6%
40 36   United States Financial Services 8,887 -13%
41 35   United States Electronics 8,880 -14%
42 42   Netherlands Electronics 8,696 7%
43 46   United States Internet Services 8,453 15%
44 41   Italy Luxury 8,346 2%
45 44   France FMCG 7,981 3%
46 48   United States FMCG 7,534 4%
47 45   United States Business Services 7,481 -3%
48 50   Spain Apparel 7,468 10%
49 47   Germany Diversified 7,315 0%
50 49   United States Automotive 7,195 3%
51 52   United States FMCG 6,919 6%
52 57   United States Financial Services 6,911 8%
53 55   Germany Automotive 6,892 6%
54 63   Canada Electronics 6,762 32%
55 54   United States Media 6,719 3%
56 53   France Financial Services 6,694 3%
57 58   Switzerland FMCG 6,548 4%
58 60   France FMCG 6,363 7%
59 56   United States Electronics 6,109 -5%
60 61   United States Restaurants 5,844 2%
61 N/A   United States Beverages 5,777 0%
62 62   Germany Sporting Goods 5,495 2%
63 65   Germany Automotive 5,461 9%
64 67   United States FMCG 5,072 3%
65 69   South Korea Automotive 5,033 9%
66 64   United States Internet Services 4,958 -3%
67 81   Germany Financial Services 4,904 28%
68 N/A   Spain Financial Services 4,846 0%
69 70   France Luxury 4,782 4%
70 66   United States Diversified 4,704 -6%
71 71   United States FMCG 4,536 3%
72 74   Germany Automotive 4,404 4%
73 75   Japan Electronics 4,351 3%
74 N/A   United Kingdom Financial Services 4,218 0%
75 80   United States FMCG 4,155 8%
76 76   United States Luxury 4,127 3%
77 77   France Luxury 4,052 2%
78 N/A   United States Alcohol 4,036 0%
79 82   France Alcohol 4,021 7%
80 N/A   Switzerland Financial Services 4,010 0%
81 92   Netherlands Energy 4,003 24%
82 94   United States Financial Services 3,998 26%
83 79   United States Restaurants 3,973 2%
84 78   United States Apparel 3,961 1%
85 N/A   Mexico Alcohol 3,847 0%
86 72   Switzerland Financial Services 3,812 -13%
87 86   Germany FMCG 3,734 5%
88 95   United States Computer Software 3,626 15%
89 84   United Kingdom Alcohol 3,624 -2%
90 N/A   France Diversified 3,586 0%
91 88   Italy Automotive 3,562 1%
92 N/A   United Kingdom Alcohol 3,557 0%
93 N/A   Netherlands Alcohol 3,516 0%
94 N/A   Switzerland Financial Services 3,496 0%
95 89   Italy Luxury 3,443 4%
96 91   France FMCG 3,403 5%
97 90   United States Restaurants 3,339 2%
98 73   United States Automotive 3,281 -24%
99 100   United States FMCG 3,241 5%
100 98   United Kingdom Luxury 3,110 0%

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