Our fifth annual Best Brands report showcases companies that know how to get their messages across in an increasingly cluttered and fragmented media environment.
American Express, Bank of America, Cisco Systems, FedEx Corp., General Electric Co., Google, Microsoft Corp. and UPS return to the Best Brands report this year, a testament to their tremendous staying power in a crowded marketplace. They're joined on this year's list by AT&T and IBM Corp.
The top brands were selected by BtoB's
editorial staff based in part on CoreBrand's brand equity ranking and Interbrand/BusinessWeek's
global brand valuations. The editors also factored in the brands' prominence in both the b-to-b marketplace and media in the past year.
We asked a trio of branding experts to comment on the strengths and chal-lenges of each of our top 10 brands. Com-ments from Jim Gregory, CEO of CoreBrand; Laura Ries, president of Ries & Ries; and Hayes Roth, CMO of Landor Associates, can be found in the boxes ac-com-panying each brand profile.
Notes: 2007 advertising figures compiled from TNS Media Intelligence. Second-quarter brand value figures and rankings among b-to-b companies were provided by CoreBrand.