What is a ‘Global Brand’?

global brandTop ‘whatever number’s from any branche are always popular. We love to read what is the most influential brand or the most powerful person. The best sportmen, president or singer. It makes things clear and uncomplicated. It’s just a list. But sometimes different lists overlap and therefore questions arises what kind of criteria for the specific ‘Top lists’ are being used.

global brandThis is the thing with two Global Brands lists. They both show us the best known brands around the globe, but they seem to differ quite a lot. While in the Brandirectory Global 500 2014 list Ferrari is missing (!), the car brand has the first position in the Brand Finance Top 500. Luxury Daily states that “Italian automaker Ferrari earned the status of the most powerful brand in relation to its class set.” If that is true, why is Ferrari completely missing in the Brandirectory list? Other brands that are not in the Brandirectory list:

  • Alfa Romeo
  • Aston Martin
  • Jaguar
  • Landrover
  • Opel
  • Tesla
  • Bentley
  • Bugatti
  • Cadillac
  • Citroën
  • Jeep
  • Mitsubishi

It is clear why these brands are not present in a global list. While they may have high brand awareness levels and huge following on certain continents, they do not have a presence at a high level worldwide. At the same time, the Chinese automotive brand Dongfeng Motor is certainly in it (number 405). But… Do you, as a global citizen, know Dongfeng Motor?

How can such differences in global brand lists occur? What does a global brand mean? What do you consider to be the criteria for a global brand?

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