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Philips tops three Dutch entries on list of best global brand names

Called a ‘turnaround’ brand

Tags: Excerpts from the Windmill

AMSTERDAM - An annual list of the 100 best global brand names by value ranks electronics giant Philips in 48th place. The company is one of three Dutch brands on the list, compiled by Business Week and Interbrand survey. Bank and insurance group ING has reached 85th place, four rungs higher than energy giant Shell. A fourth Dutch company listed in last year’s survey, Heineken, failed to make the 2006 list.

The list is not a reflection of the world’s most popular brands, but, rather, of those brands that have generated the greatest economic return for their owners. Groups heavily relying on franchisees, such as McDonald’s, are not ranked on the list headed by five U.S. firms: Coca Cola, Microsoft, IBM, GE and Intel. Finnish cellular phone maker Nokia is the top non-U.S. brand, placing 6th.

The criteria for this study demand that a global brand achieves more than a third of its sales outside of its home country and has a visible external market presence. A global brand is one that is available in many nations, although it may vary from country to country.

Turnaround brand

Royal Philips Electronics makes consumer electronics and is the top manufacturer in the world of light bulbs and electric razors. Its medical systems unit is now a leader in worldwide medical imaging and monitoring equipment, generating nearly a third of Philips’ sales. The company operates as a giant mutual fund comprised of an incredible range of products and services. Philips understands the importance of brand recognition and has uses the brand name as a key element for each product. As such, quality, cutting-edge, and easy-to-use products are critical to the company’s and brand’s success.

Philips ranks one place below internet auction house eBay, but eight spots above Volkswagen. ING, just below Duracell, outranks Cartier, Moët & Chandon, Johnson & Johnson, Shell, Nissan and Starbucks.