According to Interbrand's annual ranking of the Best Global Brands, Coca-Cola, IBM, Microsoft, Google, and GE lead the world today as top brands (Coke was the 2009 leader, as well).
BP's brand lost so much value after the Gulf of Mexico oil spill, according to Interbrand's calculation, that it fell from the top 100 index for the first time in more than a decade. Read the entire Top 100 list here. And read all about what BP has to say about its brands here.
BP's brand problems could have been avoided, says Harvard Business School branding expert Stephen A. Greyser. 'Significantly, in a trust-intensive time, BP's faults have been magnified by its own "green" strategic positioning', Greyser wrote in a recent article. 'BP has to focus now on deeds rather than words'.
Can BP restore confidence in its brand and deliver on what the brand wants to stand for?
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Companion blog to the textbook by Marian Burk Wood includes links to resources for marketing planning
Current edition
Updated list of links
About the Author
- Marian B. Wood
- After holding executive positions in corporate and non-profit marketing with Citibank, JPMorgan Chase, and the National Retail Federation, I became a textbook author at the dawn of the Internet age. Pearson Education publishes my college textbook, 'Essential Guide to Marketing Planning.'
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