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Week 20, 2009

Of course, the big names, at the top of the ranking, do not change overnight: Coca Cola is still #1, followed by IBM and Microsoft, both of which are marginally involved with our industry.

It is interesting to notice that financial institutions, and other companies involved in banking and payment, are still well represented in this ranking with American Express at rank #15, followed by Citi, HSBC, Merrill Lynch, JP Morgan, Goldman Sachs, UBS, Morgan Stanley and ING. The common point for all these finance-related companies is that their ranking has fallen between 2007 and 2008. This demonstrates the loss of confidence of consumers in financial institutions, as well as the reduced expenses by these financial institutions to protect and develop their brand name. Among the new entrants, at rank #100 so far: Visa; a positive effect of the advertising and branding campaigns Visa developed since it changed from a bank association to a corporation.

On the other hand, the ranking of telecom companies is growing for all of them. Included in the ranking are: Nokia (#5), Cisco, Samsung, Apple, Siemens, Blackberry and Motorola. This demonstrates the increasing weight taken by telecommunications in end users’ minds.

Our industry being at the crossroads of these industries, we can surely take advantage of the brand exposure of our major customers, be it the IT companies, the financial institutions or telecom companies. Our objective should be to piggyback our technology on as many things as possible these leaders are doing, and to make it pervasive.

And, who knows, maybe one day, we will see a brand from our industry in the 100 major Best Global Brands…

Thierry Spanjaard

Chief Editor

Smart Insights

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