The recent release of Interbrand’s 2011 Best Global Brands report revealed that 50% of the world’s top brands are produced in the United States. No brands produced in African countries featured in the report - indicating enormous opportunity for brand development in these emerging markets to build existing products into globally recognisable brands.

This is according to Jeremy Sampson, Founder and Executive Chairman, Interbrand Sampson Group who recently spoke at the University of Stellenbosch Business School’s (USB) Leader’s Angle. View an edited video of Sampson’s talk on the University of Stellenbosch Business School website

“Products produced in African countries, as well as BRICS countries, are proving that they have the potential to become top global brands as they continue to grow in brand value, particularly brands originating from the telecommunications sector,” says Sampson.

According to Sampson, African brands such as MTN, that are already rapidly establishing a presence in Africa, have the potential to grow their brand across the globe. He advises that they need to take advantage of the fact that they are housed on the world’s biggest continent with one of the fastest growing consumer markets.

The brands that have managed to grow or maintain their presence in the global market are those that been able to adapt best to volatile markets and uncertain business climates during this past year.

“For example, Apple, who recently launched its new iPhone keep on innovating and constantly come up with new products, making them the best investment in the world. A fantastic example of Apple’s rapid brand growth is that its shares have grown from $9 a share to $400 a share in just 10 years. This means that if you invested in Apple 10 years ago, you would have been a multi millionaire.”

“The key to successful brand building is to ensure meaningful relationships with consumers around the globe and to identify with them in their particular situation. This means being constantly aware of what is important to consumers and what is affecting them at any given time.”

Sampson refers specifically to brands such as Coca-Cola and Apple who understand what consumers need and want. “They have consistently enhanced their reputations as genuine global brands.” Coca-Cola was voted the best global brand for the 12th year running, while Apple - who for the first time entered the top 10 list in eighth place, was the fastest rising global brand, increasing its brand value by 58% since 2010.

Interbrand surveyed the World’s Best Global Green Brands for the first time. Sampson explains that sustainability is likely to become one of the most important brand attributes in the near future. Toyota ranked number one in the Green Brands survey.

Interbrand’s 2011 Best Global Brands determine brand values using a method which Interbrand has pioneered for over 25 years and is calculated as the net present value of the earnings the brand is expected to generate and secure in the future for the time frame from mid year 2010 to mid year 2011.

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