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In its Aug. 6 issue, BusinessWeek published "The Best Global Brands," a ranking by New York-headquartered brand consultancy Interbrand of the world's 100 most valuable brands. Coca-Cola topped the list with a 2001 brand valuation of US$68.95 billion (C$107 billion), while Benetton took the last spot with a valuation of US$1 billion (C$1.55 billion). Starbucks was the big winner in growth terms with a 32% increase in brand valuation, while Xerox experienced a negative 38% swing.
The initial criterion requires that the brand have more than US$1 billion in sales and that 20% of sales take place outside of its home country. To arrive at brand value, Interbrand conducts a financial, market and brand analysis. The analysis calculates future brand earnings and brand risk to arrive at brand value.
Beyond valuation, the brand country of origin is also revealing. Sixty-two of the top brands are from the U.S. Thirty-eight are from various other countries. Zero are from Canada. This is the third year Interbrand has produced the ranking and the third year Canadian brands have been absent. At Interbrand Tudhope, the Canadian office of Interbrand, we have received significant interest regarding the lack of Canadian presence. We contend that this drought can end. We believe we know why no Canadian companies are among the 100 top brands, what they should be doing to make it there and which ones have a shot.
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