10 brands losing the most value
While some of the biggest brands — including Amazon.com (NASDAQ: AMZN), Samsung and Oracle (NASDAQ: ORCL) – have grown their value by more than 20% since last year’s report, others have fallen precipitously. Goldman Sachs, still one of the world’s most valuable financial brands, lost 16% of its brand’s worth. BlackBerry lost nearly 40% of its brand’s value. Based on the Interbrand report, 24/7 Wall St. reviewed Goldman, BlackBerry and eight other brands that lost the most value compared to last year.
Several industries have grown substantially in the past year. Auto companies, still recovering from the recession, saw major gains in their brand value since the last report. Nine of the 11 large European, Japanese and American automakers on 100 most valuable brands list grew in value last year, up a combined 12%.
Together, technology firms measured by Interbrand, led by Apple’s stunning 129% brand value growth, have grown by nearly 27% to more than $320 billion in total value. However, the performance of brands within the technology sector has been much more mixed than the auto industry. While Apple and Samsung are among the most improved brands compared to last year, the sector also has some that are the worst-performing — and that is not a coincidence. As Apple and Samsung have redefined the mobile phone market, brands like BlackBerry and Nokia are being left behind.
Brands are successful when they are able to redefine a market, Interbrand CEO, New York, Josh Feldmeth told 24/7 Wall St. He gives the example of Apple, which took the mobile phone market and turned it into an ecosystem in which consumers buy games, listen to music and browse the Internet on a single device.
When comparing the brands that are doing well to the brands that are struggling, Feldmeth said, the brands that have done well have been able to predict what people want in a market. “Strong brands anticipate needs and transform desires,” Feldmeth said.
the rise of the smart phones has seen many successful brands fall away..evolve or be left behind..