Many of the automakers return of the land

The year 2010, a good vintage for brands In any case, it has an air of normalcy, after the chaos of 2009. The stigma of the banks has fizzled. Many of the automakers return of the land. And, whatever the sector, certain progressions are again spectacular. As evidenced by 2010 of the top 100 global brands ranking conducted by Interbrand and published in preview in France by "Les echos". Having lost 4.6 in 2009, the value of these champions returned 4 this year, reaching 1.202 billion.

Ringside: the big names of the technology and the Internet. They tie up six of the ten first places. Two years ago, they were still only four in this nirvana. And scores are what make dream: 36 for Google, of which the mark is now 43.5 billion. "The technology has become focal point in our lives." "It has changed our way of working as of us entertain, with product philosophy also different than the iPod or BlackBerry"smartphones"," justify Nicolas Chomette, Chairman of Interbrand Paris. But belong to this sector is not so of the martingale. Because you need to know to move quickly. That Nokia and Dell were upsetting to do with for consideration a presence among the five most drops of the year. A situation that the Finnish manufacturer has sought by appointing a new boss who came from Microsoft last week.

The crisis also shows that the safe values remain. Coca-Cola has not budged from the pole position for eleven years. One hundred and twenty-four years old and ubiquitous claw in the world is not ready to be catching up. This year, the group sees even one of its brands of soda, Sprite, to make its appearance among elected, directly to the 61eplace happy. This almost paddled is first to publication for the first time in data to evaluate its performance. But also a very recognizable identity and its ability to respond to local requests, as launched in the spring from one version to the green tea in China, become its largest market.

Same observation of sustainability on Disney or McDonald's. Over the years, they remain faithful to the position among the Top 10. Other education: brands have a real ability to rebound. 2009 was a true Berezina for financial services. 2010 makes them far more important (see box).

Whatever the sector, the major players are anyway not from crises are. But each has lived in his own way. The highly publicized recall of millions of vehicles did not drop Toyota in the classification of a dizzying manner. The automaker dropped while 16 of the value of its brand but simply back down three places. BP has not had this opportunity. The oil spill in the Gulf of the Mexico had immediate consequences: the British tanker, which was the 83eplace last year, is simply out of the list of the 100.

Allowing other brands to their entry or their return. This year, much to recruit in the world of alcoholic beverages: Dutch Heineken and Mexican rival Corona, the American Jack Daniel's - feast at this time the one hundred and sixty years of its founder - and rival Scottish Johnnie Walker. "These spirits, like the other newcomer in the Best Global Brands 2010 that is Sprite, are built to around brands products." They built a solid bulwark identity, particularly at a time where there was never much spoken authenticity. "It is one of the winning formulas today" analyzes the Chairman of Interbrand Paris. Other arrived, 3 m is the extension of his name linked to acquisitions as well as the unification of its image.

The well placed French

As the French claws, if they are not new Member unlike last year which had seen Lancome make his appearance, they are doing well. And appear third in the world with nine names, after the United States trustent half of the seats and the Germany that beats the hexagon to a short head. Louis Vuitton to Hermes, they are very rooted in luxury. Danone in the food or Axa in finance, however, show that the France also has other strings to his bow.

But, from which they come, to continue to grow, companies must adapt to the loss of a portion of their power for the benefit of the consumer. And the fact that they are no longer the only build their image. "We have never felt the influence of the digital in the management of the brands." "It sells elsewhere only a product to an audience but it justifies an offer to a community," said Nicolas Chomette. Interbrand has therefore slightly adapted its methodology to further integrate this dimension. And welcome thus efforts made to strengthen the links with the public on the Web and via social networks. A reactivity become indispensable even if a long term vision is needed to defend the value of a brand.

The video interview with Nicolas Chomette, Chairman of Interbrand Paris on lesechos.fr/video