Wiglaf Journal - Band Challenge: How Well Do You Know Your Brands?

Sales, Marketing, & Entrepreneurship in Business Markets

The Wiglaf Brand Challenge:

How Well Do You Know Your Brands?

James T. Berger, Managing Editor
December 2006

Here’s a little quiz for all you Wiglaf Journal readers? Each year Interbrand and Business Week calculate the top 100 brands. See how brand-smart you are by taking the Wiglaf brand challenge quiz:

1. What is the No. 1 brand in the world?

a. Coca-Cola
b. Microsoft
c. IBM
d. GE

2. Which brand had the greatest brand equity rise – in percentage -- from 2005 to 2006?

a. Toyota
b. EBay
c. Starbucks
d. Google

3. Which brand had the greatest brand equity fall – in percentage -- from 2005 to 2006?

a. Intel
b. Gap
c. Ford
d. Kodak

4. Which brand had the greatest brand equity rise – in dollar value -- from 2005 to 2006?

a. Toyota
b. EBay
c. Starbucks
d. Google

5. Which brand had the greatest brand equity fall – in dollar value -- from 2005 to 2006?

a. Intel
b. Gap
c. Ford
d. Kodak

6. Which of the Top 10 brands moved up the most in 2006:

a. Nokia
b. Disney
c. Toyota
d. McDonald’s

7. Which financial services company had the highest brand ranking?

a. JP Morgan
b. American Express
c. Citicorp
d. Merrill Lynch

8. Which foreign-based company had the highest brand ranking?

a. Toyota
b. Nokia
c. Honda
d. Mercedes

ANSWERS:

1. Coca-Cola. Its brand equity is estimated at $67 billion. Second is Microsoft at $56.9 billion, followed by IBM at $56.9 billion and GE at $48.9 billion.
2. Google (ranked 24th) , which increased 46 percent; followed by Starbucks (ranked 91st), up 20 percent; eBay (ranked 47th), up 18 percent, and Toyota (ranked 7th), up 12 percent.
3. Gap (ranked 52nd) , which decreased 22 percent; followed by Ford (ranked 30th), down 16 percent; Kodak (ranked 70th) down 12 percent and Intel (ranked 5th), down 9 percent.
4. Google again (ranked 24th), whose brand equity value rose to $12.3 billion from $8.4 billion; followed by Toyota (ranked 7th), whose value rose to $27.9 from $24.8; eBay (ranked 47th), whose value rose to $6.7 billion from $5.7 billion, and Starbucks (ranked 91st), whose value rose to $3.1 billion from $2.6 billion.
5. Intel (ranked 5th), whose value shrunk from $35.5 billion to $32.3 billion; followed by Ford (ranked 30th), from $13.2 billion to $11.1 billion; Gap (ranked 52nd) from $8.2 billion to $6.4 billion, and Kodak (ranked 70th) to $4.4 billion from $5 billion.
6. Nokia (ranked 6th) , up 14 percent from $26.4 billion to $30.1 billion; followed by Toyota (ranked 7th) up 12 percent, from $24.8 to $27.9; McDonald’s (ranked 9th) up 6 percent from $27.5 billion from $26.0 billion, and Disney (ranked 8th), up 5 percent from $27.8 from $26.4 billion.
7. Citicorp at 12th; followed by American Express, 14th; Merrill Lynch, at 21st and JP Morgan at 33rd.
8. Nokia at 6th; followed by Toyota, 7th; Mercedes, 10th , and Honda, 19th.

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Author
James T. Berger, Managing Editor of The Wiglaf Journal, specializes in both finance and marketing and has spent a number in both the investor relations field as well as an account manager and officer at several Chicago advertising agencies.

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