The Global Brand
Global Success
The strongest global brands
In the process of writing The Global Brand we wanted to identify the brands which best transcended countries and culture to create a strong relationship with consumers in multiple countries. The chart below shows the 10 strongest brands based on The Global Brand Power Score.
The Global Brand Power Score is a combination of two measures. The first measure is the average percentage of people "Bonded" to the brand across all the countries where the brand was studied. For instance, on average, over 40 percent of mobile phone buyers across 30 countries are bonded to Nokia in the mobile phone product category. By contrast, less than one percent of people are bonded to Philips.
The second measure is a multiplier that describes a brand's ability to create a strong relationship with category consumers in multiple countries. The brand qualifies as having a "strong" relationship if its bonding score is among the top 33 percent of bonding scores in the category. For example, Coca-Cola achieved strong bonding scores with soft drink consumers in 30 out of 31 countries, yielding a multiplier of 0.97 (30/31). By contrast, 7-Up has a far lower multiplier. It achieves a strong brand relationship in only 1 country out of the 25 in which it was measured.
The Global Brand Power Score is the product of the average bonding level across countries and the multiplier just described.