The most

popular brands
from Europe

What is BRAND?
A name, term, sign, symbol or design used to
identify the products of one firm and to
differentiate them from competitive offerings.
Something used to show customers that one
product is different than the products of another
manufacturer.

Brand is:
Psychological construct held in the minds of all
those aware of the branded product, person,
organization, or movement.
Brand management manages those psychological
associations.

Forbes study of the top brands illustrates that

the Apple name is as strong as ever. Apple is the
most valuable brand in the world for a third straight
time at $104.3 billion, up 20% over last year. It is
worth nearly twice as much as any other brand on
the planet by our count.

The company was founded on April 1, 1976, and

incorporated as Apple Computer, Inc. on January 3, 1977.
Is an American multinational corporation headquartered
in Cupertino, California, that designs, develops, and
sells consumer electronics, computer software and personal
computers. Its best-known hardware products are the
Mac line of computers, the iPod music player,
the iPhone smartphone, and the iPad tablet computer. Its
consumer software includes the OS X and iOS operating
systems, the iTunes media browser, the Safari web browser,
and the iLife

>Apple's headquarters
at Infinite Loop in
Cupertino, California,
USA.

Coca-Cola is the most popular and biggest-selling

soft drink in history, as well as the
best-known brand in the world.
The company produces concentrate,
which is then sold to licensed Coca-Cola
bottlers throughout the world.

Coca-Cola Headquarters

Coca-Cola is a carbonated soft drink sold in stores,

restaurants, and vending machines throughout the
world. It is produced by The Coca-Cola
Company of Atlanta, Georgia, and is often referred to
simply as Coke (a registered trademark of The CocaCola Company in the United States since March 27,
1944). Originally intended as a patent medicine when it
was invented in the late 19th century by John
Pemberton, Coca-Cola was bought out by
businessman Asa Griggs Candler, whose marketing
tactics led Coke to its dominance of the world soft-drink
market throughout the 20th century.
The bottlers, who hold territorially exclusive contracts
with the company, produce finished product in cans
and bottles from the concentrate in combination with
filtered water and sweeteners. The bottlers then sell,
distribute and merchandise Coca-Cola to retail stores
and vending machines. The Coca-Cola Company also
sells concentrate for soda fountains to major
restaurants and food service distributors.

The McDonald's Corporation is the world's

largest chain of hamburger fast food restaurants,
serving around 68 million customers daily in 119
countries. McDonalds, the leading global
foodservice retailer, stands out because of its
exceptional brand management, significant global
presence, leadership in sustainable practices and
admirable approach to
consumer engagement.

McDonald's headquarters

Headquartered in the United States, the company began in

1940 as a barbecue restaurant operated by Richard and
Maurice McDonald; in 1948 they reorganized their business
as a hamburger stand using production line principles.
Businessman Ray Kroc joined the company as a franchise
agent in 1955. He subsequently purchased the chain from
the McDonald brothers and oversaw its worldwide growth.
A McDonald's restaurant is operated by either a franchisee,
an affiliate, or the corporation itself. McDonald's Corporation
revenues come from the rent, royalties, and fees paid by the
franchisees, as well as sales in company-operated
restaurants. In 2012, McDonald's Corporation had annual
revenues of $27.5 billion, and profits of $5.5 billion.

2012 was the most successful year in the history

of the BMW brand. The brand topped US luxury
auto sales for the year, and increased car sales 40
percent in the Chinese market.
BMW Headquarters

Bayerische Motoren Werke AG (English: Bavarian Motor

Works), commonly known as BMW or BMW AG, is a
German automobile, motorcycle and engine manufacturing
company founded in 1916.
BMW is headquartered in Munich, Bavaria, Germany. It
also owns and produces Mini cars, and is the parent
company of Rolls-Royce Motor Cars. BMW produces
motorcycles under BMW Motorrad. In 2010, the BMW group
produced 1,481,253 automobiles and 112,271 motorcycles
across all its brands. BMW is part of the "German Big 3"
luxury automakers, along with Audi and Mercedes-Benz,
which are the three best-selling luxury automakers in the
world.

In spite of economic challenges and weaker

than expected financial performance in the
first half of 2013, H&M continues to offer
fashion and quality at the best price.

H & M Hennes & Mauritz AB (H&M) is a

Swedish multinational retail-clothing company, known for its fastfashion clothing for men, women, teenagers and children.
H&M exists in 43 countries and as of 2011 employed around
94,000 people. The first store was opened on the high street
of Vsters, Sweden in 1947. It had 2,325 stores at the end of 2011
and 2,629 stores at the end of August 2012. It is ranked the second
largest global clothing retailer, just behind Spainbased Inditex (parent company of ZARA), and leads over third
largest global clothing retailer, United States based GAP Inc.
The design team in the companys Sweden office controls the
steps of production, from merchandise planning to establishing
specifications, and production is outsourced to approximately 800
factories in Europe and Asia. These facilities are used for horizontal
division of labour, rather than being integrated.

Is a French luxury
goods company controlled
and chaired by
businessman Bernard
Arnault. Products are sold
throughout its portfolio of
retail stores worldwide, as
well as through its online
store via dior.com.

Founded in 1946 by the eponymous

designer Christian Dior, today the company
designs and retails ready-to-wear, leather goods,
fashion accessories, footwear, jewelry, timepieces,
fragrance, make-up, and skincare products while
also maintaining its tradition as a creator of
recognized haute-couture (under the Christian
Dior Couture division).

Dior headquarters

Nescaf continues to expand,

investing in Nescaf Dolce Gusto and
the recently launched Nescaf
Milano, working to fortify its reputation
as the worlds leading coffee brand.

Nescaf is a brand of instant coffee made

by Nestl. It comes in many different
product forms. The name is
a portmanteau of the words "Nestl" and
"caf. Nestl's flagship powdered coffee
product was introduced in Switzerland on
April 1, 1938 after being developed for
seven or eight years by Max Morgenthaler.

Zara continues to expand its empire, with sales

increasing 18 percent in 2012. Brand is evolving
its visual communications image to express a
more sophisticated and aspirational brand image
based on four key pillars: beauty, clarity,
functionality, and sustainability.

Zara is a Spanish clothing and accessories

retailer based in Arteixo, Galicia, and founded in
1975 by Amancio Ortega and Rosala Mera.
Zara stores have men's clothing and women's
clothing, each of these subdivided in Lower
Garment, Upper Garment, Shoes, Cosmetics and
Complements, as well as children's clothing (Zara
Kids). Currently their sizing on women's clothing
goes to a US size 12
or a UK size 14 .

Facebook is the biggest riser in this

years Best Global Brands report. The
success of Facebook depends on
balancing users expectations of
privacy and utility with
the ad-driven lure of
exploiting user data.

Users must register before using the site, after which they
may create a personal profile, add other users as friends,
exchange messages, and receive automatic notifications
when they update their profile. Additionally, users may join
common-interest user groups, organized by workplace,
school or college, or other characteristics, and categorize
their friends into lists such as "People From Work" or "Close
Friends". As of September 2012, Facebook has over one
billion active users, of which 8.7% are fake. Facebook (as
of 2012) has about 180 petabytes of data per year and
grows by over half a petabyte every 24 hours.

The brand is used for luxury automobiles,

buses, coaches, and trucks. Mercedes-Benz is
headquartered in Stuttgart, BadenWrttemberg, Germany. Mercedes-Benz's slogan
is "Das Beste oder nichts" (English: "The best or
nothing"). Mercedes-Benz is part of the "German
Big 3" luxury automakers, along
with Audi and BMW, which are among the best
selling luxury automakers in the world.

The products supplied by the Mercedes-Benz

Cars division range from the high-quality small
cars and innovative e-bikes of the smart brand to
the premium automobiles of the Mercedes-Benz
brand.
In 2012, the company sold 305,072 passenger
vehicles in the US, representing 15.4% year-overyear growth, in addition to 20,929 Sprinters.

Mercedes-benz headquarters

Danone leads its category, positioning itself as a

brand synonymous with healthy lifestyles.
Concentrating its portfolio and growth squarely in
the yogurt segment, the brand listens to the needs
and wants of consumers in different markets,
tailoring its product innovations to appeal to local
trends around the world and earning a best-selling
product in each.

Danone is a French food-products multinational

corporation based in the 9th arrondissement of
Paris. It produces fresh dairy products, bottled
water, cereals and baby foods, and yogurts. In the
United States it is marketed as the Dannon
Company.
The company owns several internationally known
brands of bottled water: Aqua, Volvic, Evian, and
Badoit; in Asia, it owns Yili, Aqua (Indonesia),
Sehat (Malaysia, Brunei, Singapore) and Robust,
and has a 51% holding in China's Wahaha Joint
Venture Company. About 56% of its 2006 net
sales derived from dairy, 28% from beverages,
and 16% from biscuits and cereals.

The brands digital wallet service, a

payment platform for online and
mobile transactions. Visa is working
with governments and organizations
to supply e-payments For everyone,
everywhere.

Visa Inc. is an American multinational financial

services corporation headquartered in Foster City, California,
United States. It facilitates electronic funds
transfers throughout the world, most commonly through
Visa-branded credit cards and debit cards.
Visa has operations across Australia, Oceania, AsiaPacific, North America, Central and South America,
the Caribbean, Western Europe, Central and Eastern
Europe, Africa and Middle East. Visa Europe is a separate
membership entity that is an exclusive licensee of Visa Inc.'s
trademarks and technology in the European region, issuing
cards such as Visa Debit.
In 2008, according to The Nilson Report, Visa held a 38.3%
market share of the credit card marketplace and 60.7% of
the debit card marketplace in the United States. In 2009,
Visas global network (known as VisaNet) processed 62
billion transactions with a total volume of $4.4 trillion.

Advantages of branding:
Easy for the seller to track down problems and
process orders
Provide legal protection of unique product features
Branding gives an opportunity to attract loyal and
profitable set of customers
It helps to give a product category at different
segments, having separate bundle of benefits
It helps build corporate image
It minimises harm to
company reputation if
the brand fails

Conclusions:
Brand creates a personality and a life
for your products/services
Branding is essential to your success
in the marketplace
Nowadays huge customers wants
branded product

What a good brand does?

Strengthens employees loyalty
Attracts clients/customers
Keeps current relationships strong
Builds confidence
Builds feelings of security and trust
Creates a memorable, positive
experience

Sources:
www.wikipedia.org
http://www.slideshare.net/anjaliDeshmukh26/bran
d-ppt
http://www.rankingthebrands.com/The-BrandRankings.aspx?rankingID=23&nav=category

www.interbrand.com

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Croitoru Valeria
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