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ADVERTISING AGE REPORTS Y&R GLOBAL BRAND RANKING
Published September 20, 1994
In what THE SPORTS BUSINESS DAILY considers a "MUST READ," this week's issue of ADVERTISING AGE provides a ranking of top global brands in terms of current status and growth potential. The ranking was developed by Young & Rubicam and based on "in- depth interviews with 25,300 consumers in 16 countries." THE TOP 10 IN EACH CATEGORY: "STATURE" -- Coca-Cola, Kodak, Sony, Mercedes-Benz, Pepsi- Cola, Nestle, Gillette, Colgate, Adidas, Volkswagen. "VITALITY" -- Coca-Cola, Nike, Adidas, Sony, Ferrari, Reebok, Disney, Porsche, Pepsi-Cola, Mercedes Benz. "While it's not surprising that Coca-Cola emerges as the most dynamic brand in the world -- in both rankings -- other names indicate that the traditional package goods megabrands are being surpassed in growth potential by leisure industry standouts, such as entertainment vehicles like MTV and Disney and sports shoes marketers" (Laurel Wentz, AD AGE, 9/19 issue).