Interbrand Issues Report on Top Global Brands

Interbrand has issued its report on Best Global Brands 2013, which looks at the strength of leading brands. The top 3 positions are, not surprisingly, held by Apple, Google and Coca Cola, which has a brand value of $98 million, $93 million and $79 million, respectively. What is interesting is that this is the first year that Apple has held the number 1 position.

Ever interested in the fashion angle, CanadaFashionLaw scoured the top 100 list for fashion players. Louis Vuitton ranks first from the fashion industry (although 17th on the overall list), which a value of $25 million, followed by H&M (21st), Nike (24th), Zara (36th), Gucci (38th), Hermes (54th), Adidas (55th), Cartier (60th), Prada (72nd), Tiffany & Co. (75th), Burberry (77th), Ralph Lauren (88th) and Gap (100th).

In its fashion-focused commentary, Interbrand reinforces that fashion and the digital platforms are (or should be) inextricably intertwined. But having a presence on Instagram and Facebook is not sufficient. Fashion houses must engage with the consumers and tastemakers. Interestingly, Interbrand maintains that the demand for luxury goods is not as robust as it once was, in spite of newer developing markets. E-commerce is fast becoming a significant force in retail, which is creating immense pressure for brick and mortar stores. Interbrand suggests that retailers need to create product demand, rather than simply supplying that demand. Creating a mesmerizing retail experience where 1 on 1 interaction is emphasized is critical to being able to compete with “the big data”.

Interbrand incorporates the perspective of a C-level executives from leading global brands in a variety of industries. The Chief Marketing Officer of Gucci leads us through the journey from Florentine artisan to luxury conglomerate. Quick to rebuff the concept that new is better, Gucci’s brand is loyal to its heritage. To the contrary, sustainability is key to the Zara business model and brand.

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