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Most Valuable Corporate Brands Announced
COREBRAND REVEALS BRAND EQUITY VALUE FINDINGS
STAMFORD, CT, July 30, 2002 - GE, Microsoft and Wal-Mart are the world's most valuable corporate brands, according to results from a study of over 1000 brands conducted by CoreBrand, a global brand strategy and communications firm. The findings reveal brand equity values in excess of $20 billion for every brand in the top ten list of the most valuable brands.
"Our CoreBrand Equity ratings communicate the value of the corporate brand in terms CEOs and CFOs can understand," says CoreBrand's CEO James Gregory. "For the first time, we can show what the brand is worth and its contribution to the company's overall value."
METHODOLOGY
For the study, CoreBrand collects Familiarity and Favorability ratings for the largest publicly traded companies to gauge how well-known and how well thought of a corporate brand is among senior business decision-makers, a group defined as vice presidents or higher at the top 20% of US corporations based on revenue. The value of the company, in the absence of the brand, is determined by statistically accounting for the market valuation impact of Familiarity and Favorability and then subtracting their leverage to determine each brand's dollar value. The resulting figure is CoreBrand Equity.
FINDINGS
| Company | CoreBrand Equity ($ billions) |
Percent of Market Cap | |
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| 1. | General Electric | 61.2 | 16.4% |
| 2. | Microsoft | 59.5 | 18.3% |
| 3. | Wal-Mart | 42.0 | 15.8% |
| 4. | ExxonMobil | 36.7 | 13.4% |
| 5. | Johnson & Johnson | 31.8 | 17.6% |
| 6. | IBM | 27.1 | 16.7% |
| 7. | Intel | 26.1 | 13.2% |
| 8. | Pfizer | 25.3 | 9.9% |
| 9. | Coca Cola | 22.6 | 19.4% |
| 10. | Home Depot | 20.2 | 16.9% |
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| 11. | Procter & Gamble | 17.8 | 16.3% |
| 12. | Toyota | 15.6 | 16.4% |
| 13. | PepsiCo | 14.8 | 17.0% |
| 14. | AOL Time Warner | 14.4 | 13.7% |
| 15. | Philip Morris | 12.4 | 10.7% |
| 16. | Chevron-Texaco | 11.8 | 11.9% |
| 17. | Cisco Systems | 10.9 | 9.5% |
| 18. | Merck & Company | 10.6 | 7.8% |
| 19. | Citigroup | 10.4 | 4.8% |
| 20. | Nokia | 10.3 | 11.2% |
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| 21. | Bristol-Myers Squibb | 10.1 | 11.4% |
| 22. | Wells Fargo | 9.4 | 12.1% |
| 23. | Bank of America | 9.4 | 10.1% |
| 24. | The Walt Disney Company | 9.2 | 18.7% |
| 25. | Dell Computer | 8.8 | 14.3% |
| 26. | AT&T Corporation | 7.9 | 15.2% |
| 27. | American Express | 7.7 | 17.4% |
| 28. | GlaxoSmithKline | 7.4 | 4.9% |
| 29. | DuPont | 7.3 | 15.5% |
| 30. | Eli Lilly | 7.3 | 8.6% |
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| 31. | Texas Instrument | 7.3 | 14.1% |
| 32. | Anheuser-Busch | 7.2 | 16.7% |
| 33. | Sony Corp. | 6.9 | 16.3% |
| 34. | Oracle Corp. | 6.9 | 8.1% |
| 35. | BellSouth Corp. | 6.8 | 9.6% |
| 36. | Morgan Stanley | 6.7 | 13.0% |
| 37. | Royal Dutch Petroleum | 6.6 | 6.4% |
| 38. | 3M | 6.3 | 13.7% |
| 39. | Viacom Inc. | 6.2 | 8.2% |
| 40. | Target Corp. | 6.0 | 15.0% |
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| 41. | Merrill Lynch & Company | 6.0 | 15.0% |
| 42. | Gillette | 5.9 | 16.6% |
| 43. | Hewlett-Packard | 5.9 | 16.0% |
| 44. | McDonald's Corporation | 5.7 | 17.3% |
| 45. | Colgate-Palmolive | 5.4 | 17.6% |
| 46. | J.P. Morgan Chase | 4.7 | 8.7% |
| 47. | Abbott Laboratories | 4.6 | 5.2% |
| 48. | General Motors | 4.5 | 15.6% |
| 49. | DaimlerChrysler | 4.2 | 11.1% |
| 50. | Ford Motor | 4.1 | 15.8% |
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"Clearly, some of the companies are allowing real value slip through their fingers. Companies with a low percentage of market capitalization being driven by brand equity value, including Abbott Laboratories, Citigroup and GlaxoSmithKline, have an immense opportunity to create positive leverage on their stock price and market valuation," says Brad Puckey, Associate Director, Brand Intelligence.
CoreBrand is a global brand strategy and communications firm that specializes in helping companies measure, understand, craft and express their corporate brands. Headquartered in Stamford, Connecticut, with offices in New York City and Tokyo, the company works with many of the largest and best-known brands in the world.