watch your trademark in Asia
Aug 7, The Best Global Brands 100 was announced in the BusinessWeek magazine. And the 100 brands value has risen about $53billion from last year. It's really splendid.
But I detect a pretty sore spot. It seems like that the branding superpower is not always robust all over the world. For instance, the famous trademark is possible to register about every goods and services in Japan. Now, let's look into their actual situation as follows.
| Defense Ability of The Global Brands 2006 | ||||
| 2006 Rank |
Name | Country | 2006 Value ($Mil) |
Defensible Area (%) |
| 1 | Coca-Cola | U.S. | 67,000 | 20% |
| 2 | Microsoft | U.S. | 56,926 | 37% |
| 3 | IBM | U.S. | 56,201 | 83% |
| 4 | GE | U.S. | 48,907 | 42% |
| 5 | Intel | U.S. | 32,319 | 96% |
| 6 | Nokia | Finland | 30,131 | 3% |
| 7 | Toyota | Japan | 27,941 | 97% |
| 8 | Disney | U.S. | 27,848 | 54% |
| 9 | McDonald's | U.S. | 27,501 | 27% |
| 10 | Mercedes -Benz | Germany | 21,795 | 61% |
| Source: Business Week (The Global Brands Scorecard 2006) Interbrand (The Global Brands Scorecard 2006) Bravell Inc. (Defensible Area) |
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BRANDS DEFENSIBLE
| 2006 Rank | Name | Defensible Area(%) |
| 1 | Coca-Cola | 20% |
| 2 | Microsoft | 37% |
| 3 | IBM | 83% |
| 4 | GE | 42% |
| 5 | Intel | 96% |
| 6 | Nokia | 3% |
| 7 | Toyota | 97% |
| 8 | Disney | 54% |
| 9 | McDonald's | 27% |
| 10 | Mercedes-Benz | 61% |
| 11 | Citi | |
| 12 | Marlboro | |
| 13 | Hewlett-Packard | |
| 14 | AmericanExpress | |
| 15 | BMW | |
| 16 | Gillette | |
| 17 | LouisVuitton | |
| 18 | Cisco | |
| 19 | Honda | |
| 20 | Samsung | |
| 21 | MerrillLynch | |
| 22 | Pepsi | |
| 23 | Nescafe | |
| 24 | ||
| 25 | Dell | |
| 26 | Sony | |
| 27 | Budweiser | |
| 28 | HSBC | |
| 29 | Oracle | |
| 30 | Ford | |
| 31 | Nike | |
| 32 | UPS | |
| 33 | JPMorgan | |
| 34 | SAP | |
| 35 | Canon | |
| 36 | MorganStanley | |
| 37 | GoldmanSachs | |
| 38 | Pfizer | |
| 39 | Apple | |
| 40 | Kellogg's | |
| 41 | Ikea | |
| 42 | UBS | |
| 43 | Novartis | |
| 44 | Siemens | |
| 45 | Harley-Davidson | |
| 46 | Gucci | |
| 47 | eBay | |
| 48 | Philips | |
| 49 | Accenture | |
| 50 | MTV | |
| 51 | Nintendo | |
| 52 | Gap | |
| 53 | L'Oreal | |
| 54 | Heinz | |
| 55 | Yahoo! | |
| 56 | Volkswagen | |
| 57 | Xerox | |
| 58 | Colgate | |
| 59 | Wrigley's | |
| 60 | KFC | |
| 61 | Chanel | |
| 62 | Avon | |
| 63 | Nestle | |
| 64 | Kleenex | |
| 65 | Amazon.com | |
| 66 | PizzaHut | |
| 67 | Danone | |
| 68 | Caterpillar | |
| 69 | Motorola | |
| 70 | Kodak | |
| 71 | adidas | |
| 72 | Rolex | |
| 73 | Zara | |
| 74 | Audi | |
| 75 | Hyundai | |
| 76 | BP | |
| 77 | Panasonic | |
| 78 | Reuters | |
| 79 | Kraft | |
| 80 | Porsche | |
| 81 | Hermes | |
| 82 | Tiffany&Co. | |
| 83 | Hennessy | |
| 84 | Duracell | |
| 85 | ING | |
| 86 | Cartier | |
| 87 | Moet&Chandon | |
| 88 | Johnson&Johnson | |
| 89 | Shell | |
| 90 | Nissan | |
| 91 | Starbucks | |
| 92 | Lexus | |
| 93 | Smirnoff | |
| 94 | LG | |
| 95 | Bulgari | |
| 96 | Prada | |
| 97 | Armani | |
| 98 | Burberry | |
| 99 | Nivea | |
| 100 | Levi's |