ADVERTISING AGE REPORTS Y&R GLOBAL BRAND RANKING
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).