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BEST GLOBAL GREEN BRANDS 2011
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BEST GLOBAL GREEN BRANDS 2011 RANKING
2011 rankings
Ranking 1 2 3 4 5 6 Brand Name Country of Origin Japan United States Germany United States United States Germany Japan United States United States Japan South Korea Germany United States France France Germany Sector Automotive Diversified Diversified FMCG Electronics Automotive Automotive Electronics Business Services Electronics Automotive Automotive Electronics FMCG FMCG Automotive Scores 64.19 63.33 63.08 59.41 59.06 58.90 58.85 58.81 57.66 57.32 57.18 56.81 56.43 56.15 55.84 55.24 Print Gap -7.64 0.74 6.44 2.35 12.88 1.82 -11.11 11.08 15.07 12.68 11.28 4.90 -0.48 1.39 22.68 2.63
SIGN UP FOR UPDATES TOP TEN GREEN BRANDS & SCORES 1 2 3 4 5 6 7 8 9 10 Toyota 3M Siemens Johnson & Johnson HP VW Honda Dell Cisco Panasonic View All Top 50 Brands 64.19 63.33 63.08 59.41 59.06 58.90 58.85 58.81 57.66 57.32
7 8 9 10 11 12 13 14 15 16
RELATED MATERIAL BRANDCHANNEL Japan Dominates Interbrand's 2011 Best Global Green Brands THE NEW AGE OF CORPORATE CITIZENSHIP: DOING STRATEGY GOOD THAT BUILDS VALUE Click here RELATED CASE STUDIES 3M GE ecomagination Natuur & Milieu Fairtrade FLICKR Check out crowdsourced green brand pictures from Interbrand’s colleagues around the world
17
United States
Sporting Goods
54.94
7.83
18 19 20 21 22 23
Japan United States United States Germany Finland Germany United States South Korea United States United States
Electronics Business Services Automotive Financial Services Electronics Sporting Goods Diversified Electronics Electronics Beverages
54.73 54.68 54.67 54.55 54.51 54.48 54.24 54.06 53.89 53.38
4.84 13.93 -13.61 -0.13 17.26 7.48 -23.17 11.76 10.63 -19.61
PRESS & CONTACTS PRESS RELEASE Read our press release PRESS CONTACTS For press inquiries, please contact Lindsay Beltzer
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BGGB BADGE Are you a Best Global Green Brand? Contact Lindsay Beltzer for the BGGB badge and guidelines for usage.
28 29 30 31 32 33 34 35 36 37 38 39
Japan United States United States United States Netherlands Netherlands United States United States United States United States Germany Sweden
Electronics Beverages Computer Software Electronics Electronics Energy Diversified FMCG FMCG FMCG Business Services Home Furnishings
53.13 53.04 53.02 52.61 52.58 52.47 52.08 50.94 50.81 50.36 50.16 49.32
7.46 -1.98 -8.69 14.27 9.88 4.07 -6.06 6.90 -16.14 0.92 -0.20 -16.64
BEST GLOBAL BRANDS Best Global Brands is our annual study of the world’s most valuable brands.
40 41 42 43 44 45 46 47 48 49 50
Spain France United States Japan Switzerland United States United States United Kingdom United Kingdom United States United States
Financial Services Financial Services Restaurants Electronics Financial Services Restaurants Financial Services Financial Services Financial Services Transportation Business Services
49.26 48.39 47.99 47.78 47.07 47.06 46.97 46.90 46.54 46.12 45.76
-5.70 -2.72 -13.01 8.23 6.25 -27.96 11.81 7.13 15.86 -9.79 -13.18
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Datos
Interbrand debuts new global report; assessing brands by consumer perception of green activities and a demonstration of environmental performance
New York, New York (26 July 2011) — Toyota (#1), 3M (#2) and Siemens (#3) lead Interbrand’s new global report, “Best Global Green Brands.” In its first global report to focus exclusively on green, Interbrand, the leading brand consultancy, combines public perception of environmental sustainability (“green”) with a demonstration of that performance based on publically available information and data.
The foundation of the ranking is Interbrand’s 2010 Best Global Brands report, as these brands have a global presence and a demonstrated record of delivering value to stakeholders.
Findings show that the strongest green brands consistently differentiate themselves and engage in green activities that consumers find relevant, as well as implement profitable green practices across their organization, from setting and executing environmental programs to effectively measuring and reporting their performance to the public.
“As corporate citizenship increasingly becomes the norm, green initiatives may be among the most visible and easiest to claim and yet, can be the most challenging to deliver performance against,” said Jez Frampton, Global Chief Executive Officer at Interbrand. “We believe the strongest green brands lie at the intersection of performance and perception: their ability to build stronger connections with consumers as a result of actionable and credible environmental practices.”
In completing the study, Interbrand conducted an evaluation of each brand’s consumer perceptions. Consumers in the 10 largest markets: US, Japan, China, Germany, France, UK, Italy, Brazil, Spain, and India were asked how green impacts their purchase decisions and their overall understanding and awareness of the brand’s green activities as a whole.
The rankings developed by Interbrand are based, in part, on quantitative performance scores derived from an analysis of publicly available information. Deloitte was engaged to develop an environmental sustainability performance methodology based on publicly available data as an input to Interbrand’s overall scoring methodology. These performance scores were one of the many factors Interbrand considered when creating the final rankings. The finalized score is a combined metric taken from both a perception and performance calculation. Taken together, the resulting difference or gap between these two scores represents the potential misalignment between brand performance and consumer perception.
Key findings from the study include:
• Toyota is a leading example of making the environment a core management priority, while also engaging in a meaningful way with audiences around the world.
• The automotive industry and electronics category lead the way not only in their ability to implement sustainable practices across their organization, but also in their ability to communicate their efforts effectively to the public.
• A number of brands show large gaps between performance and perception. L’Oréal, Nokia, and HSBC all scored significantly higher in performance than perception, suggesting that while they are doing great things internally in terms of environmental sustainability, they are still not yet communicating their efforts to consumers as clearly as they could.
• McDonald’s, GE, and Coca-Cola, on the other hand, all scored significantly higher in perception than performance. This suggests that these highly visible brands enjoy the positive impact of being a well known, powerful brand, with green perception matching general perception overall.