A REVIEW OF THE TOP 100 GLOBAL BRANDS 2007

Abstract

In today’ competitive environment, branding is not only applied as marketing strategy to
promote products, increase sales and profitability. It is also been adopted as business strategy to achieve competitive edge. At strategic level many global market leaders are leveraging their brands in product extension, licensing, channels building (Keller, 2008) to increase the brand value over time. Some global organizations managed to build their intangible brand value into billion dollars worth, few time more than its physical assets. Many researchers revealed that a strong brand is an organization’s most valuable asset
(Aaker, 1991; Keller, 1998; Aaker and Jacobson, 2001). It will generate higher revenue streams in both short term and long term (Aaker, 1991, 1996; Kapferer, 2004; Keller, 2003). According to Interbrand top 100 Global Brands survey in 2007, more than fifty
percent of the list are dominated by US brands with a combined value of US$753.3
billion. This reflects the power of brand in assets building and accumulation for organizations. The objective of this paper is to analyze the Top 100 Global Brands 2007
and discuss some of the fundamental branding principles which contributing to brand success. The review is also serves as a reminder for the local SMEs to emulate and
practice.