The effect of macroeconomic threats on brand value and ranking: Insights from 10 years of fluctuations

Abstract

This empirical study analyzes the evolution of international brands over a decade, in a quest to understand which type of macroeconomic event changes overall brand value and performance. The article extends earlier IB literature (Suder et al; Johansson and Dimofte, inter alia), and literature that links brand performance to macroeconomic phenomena, including financial crises, terrorism and warfare; it aims to provide a complementary means for formulating long-term corporate strategy in this field. The largest 100 brands are classified as one particular measure of international corporations’ global reach. Earlier studies employing this methodology found that ranking and value alterations in these brands raised crucial questions for US/non-US brand strategy. Today, more than a decade after 09/11 and in the midst of global financial turmoil, a longitudinal sample allows for extended analyses: these reveal the role of major geopolitical events and present crucial indications of an even greater impact on brands than those of financial crises.

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Correspondence to Gabriele Suder.

Appendix

Appendix

Table A1

Table A1 Brand value data

Table A2

Table A2 Brand ranking and numbering data

Table A3

Table A3 Table sample – data from global brand rankings 2001–2010, Interbrand 2007–2010 (NUS=non-US brand; US=US brand)

Figure A1

Figure A1
figure1

Change in total value, 2001–2005 (data analysis based on Interbrand data 2001–2005; compare also Suder et al, 2008).

Figure A2

Figure A2
figure2

Change in total value, 2006–2010 (data analysis based on Interbrand data 2006–2010).

Figure A3

Figure A3
figure3

Ration of non-US compared with US brands in the top 100.Source: Partly sourced from Suder et al (2008) for 2005–2006 data; Interbrand data as basis for calculation, 2005–2010.

Figure A4

Figure A4
figure4

Ratio of non-US compares with US brands in the top 100.Source: Suder et al (2008) recalculation; Interbrand (2001–2010).

Figure A5

Figure A5
figure5

Ratio of non-US compared with US brands in the top 100.Source: Calculation on basis of Interbrand data (2001–2010).

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Suder, G., Suder, D. The effect of macroeconomic threats on brand value and ranking: Insights from 10 years of fluctuations. J Brand Manag 20, 309–324 (2013). https://doi.org/10.1057/bm.2012.20

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Keywords

  • international brands
  • ranking
  • macroeconomy
  • geopolitics
  • uncertainty
  • crisis