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*:

The results are really interesting. Take a look.

DLYohn Best List Comparison

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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.)

*some notes:

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.

Original Post: http://deniseleeyohn.com/bites/2012/03/22/best-brands-and-companies-lists/

brands, Denise Lee Yohn, Interbrand, rankings
March 25, 2012

Denise Lee Yohn

Occupation: Brand-building Expert

Organisation: Independent Consultant

Profile

Blending a fresh perspective, twenty-five years of experience working with world-class brands including Sony and Frito-Lay, and a talent for inspiring audiences, Denise Lee Yohn is a leading authority on building and positioning exceptional brands. Denise is the author of the new book What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest (Jossey-Bass).

Website:

http://deniseleeyohn.com/

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