best brands and companies lists
Have you ever wondered how closely a company’s brand value and revenue are correlated? Or perhaps how well a company ranks as a place to work and how it ranks on innovation are correlated?
I compiled data from the following “best” lists*:
- Interbrand Best Global Brands
- BrandFinance Global 100 Brands
- Millward Brown Optimor BrandZ Top 100 Most Valuable Global Brands
- CoreBrand BrandPower Rankings Q4 2010
- Fortune 500 America’s Largest Corporations 2011
- Fortune World’s Most Admired Companies 2012
- Fortune 100 Best Companies to Work For 2012
- Fast Company World’s Most Innovative Companies 2012
- Forbes World’s Most Innovative Companies 2011
The results are really interesting. Take a look.
I’m still processing the findings but a few quick highlights of what I found:
- There is a lot of disparity between different brand valuation lists — Intel, for example, is ranked #7 by Interbrand, #18 by Brand Finance, #58 by Millward Brown Optimor, and not even listed by CoreBrand.
- There doesn’t seem to be a correlation between brand value (based on any of the lists) and company size (from Fortune 500).
- Very few of the top brands (in terms of value) or companies (in terms of size) are ranked highly as places to work or as innovative companies.
- Only a few brands/companies appear on nearly all the lists — Microsoft, Apple, American Express, and UPS — and only one appears on all of them: Google.
I’m curious to hear what you see in the data — and what implications and conclusions you draw from it. Also I’d love to see one of my information designer colleagues do a graphical interpretation of this data — any one interested?
Please leave comments or email me (mail AT deniseleeyohn DOT com.)
- I realize I’m mixing apples and oranges by comparing brands and companies. I did try to connect the two where appropriate (linking the KFC brand rankings with the Yum! Brands company rankings.) If I’ve failed to indicate a connection properly, please let me know.
- Some of these lists are global while others are U.S. only, so some of the disparity is derived from the different scopes.
- I chose to rank order the list based on Interbrand’s Best Global Brands list — an arbitrary decision, but one that makes sense given my brand-orientation and the broad awareness of that list.
- I’m sure it would be illuminating to include other “best” lists — please let me know suggestions and I can update and republish this comparison.