Marketing: Custom Edition for Texas A&M University 17th Edition by William Pride,Ferrell

Exercise 14

As shown in Table 14.1, each of the world's most valuable brands is worth billions of dollars. These brand values change from year to year. Go to the Inter- Brand website, www.interbrand.com, and look at the bar chart entitled "Interact with the Best Global Brands of 2011." Of the top 10 most valuable brands in Table 14.1, which brands are at their highest values since 2000, and which brands are not at their highest values since 2000? Which brand value has increased proportionally the most since 2000, and which brand value has decreased proportionally the most since 2000? What are some of the reasons for these changes in brand value? When thinking about the reasons for changes in brand value, consider to what extent there have been changes in the major components of brand equity for these brands.