Here we are at Christmas. A whole segment of society is very concerned about getting the right shirt, watch, computer, MP3 player, camera or box of candy.
To a certain extent we have become a brand obessed society. Individuals, especially sports heroes, often are their own brand. What makes up a brand today is pretty complex. It is a mix of advertising, performance evaluation, personal experience, and opinions we receive from others. Still a brand is highly subjective.
Marlboro was the number ten brand in 2003 and the number nine brand in 2004. They are not exactly on any of my lists except a company to avoid.
Coca Cola, Microsoft, IBM, GE, and Intel were numbers one through five brands in 2003 and 2004.
I cannot seem to find a HTML version of 2004 brands, but there is a good pdf which will show up with a Google search of "Top 100 Brands."
You can find the Business week 2003 version at the link below.