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Germany Automotive===Audi

Audi has shown the biggest gains in the sector by focusing on good, sustainable, recognizable design and smart positioning. It has focused heavily on engine efficiency and emphasized the diesel range. A reputation for reliability plays well to a market looking for vehicles that hold value, and it has made considerable advances in aligning the range under a consistent design philosophy. In emerging territories like India, where it began production this year, Audi has positioned itself well for the growing high-end luxury market.

United States Diversified===Caterpillar

Caterpillar has been one of the major beneficiaries of the rapid growth of emerging markets. As the world’s largest maker of construction and mining equipment, diesel and natural gas engines and industrial gas turbines, it is in an enviable position as these new markets expand at an extraordinary rate. From a brand-building point of view, its sponsorship of NASCAR in the US and a strong citizenship approach has helped soften its image.

United States Personal Care===Avon


While valiantly trying to crack new markets, Avon’s real success has been in its traditional heartland. Although progress has been slow in the Far East and Latin America, a global rebranding campaign featuring Reese Witherspoon has raised its profile

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United States Restaurants===KFC

Dogged by the poor health perceptions of fried foods, the brand is taking strides to become more health conscious by piloting grilled chicken in selected US markets. KFC is also trying to appeal to diners for breakfast and lunch, as well as dinner, with portable options catering to those mealtimes. Like many of the brands in this year’s ranking, KFC is expanding by looking to emerging markets to back up flagging domestic sales, and is adjusting its menu to suit. In China, for example, diners can enjoy fried dough and preserved egg porridge along with their chicken.

United States Internet Services===Yahoo

 Despite continued innovations, such as Yahoo Mobile, and its dominance in many markets, the brand has suffered at the hands of a failed takeover by Microsoft. Ironically, by declaring that the offer “undervalued” the brand, its rejection has resulted in lawsuits, management shake-ups, and strategic activities that have subsequently reduced its perceived value and angered shareholders.

France Food===Danone


Danone has joined the barrage of western brands making inroads in Asia and has successfully introduced a wide range of products in new markets. Following a prolonged restructuring of the business, a new focus on health products is bearing fruit as Danone reorganizes its offerings to cater to health-conscious consumers and shareholders

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United States Food===Wrigley's

Chewing gum sales may be down in the US, but this has not stopped Wrigley's from continuing its expansion internationally, including a growing presence in the Chinese market, thanks to specially tailored flavors and packagingWrigley's are working hard to reduce any negative health associations through clever partnerships with organizations like the American Dental Association, which gave the Extra and Orbit brands its seal of approval – the first gums ever to receive the accolade. The recent acquisition by Mars should provide Wrigley’s with greater resources to further build their brand.

Spain Apparel===ZARA

Having expanded into eight new territories in the last two years, Zara is now a truly global force, with operations in 72 countries. It owes its status as the master of impulse shopping to its truly original business model. The retail stores are not just the end of a highly efficient supply chain, they are the beginning of the design process. Design input comes from market specialists and buyers as well as designers, so its fast fashion is directly customer-driven. The weekly rollout of new stock gives people a reason to visit more regularly than most outlets, and the price point makes spontaneous purchase highly likely. How do you buck a downward trend? Give the people what they want.

Switzerland Food===Nestlé


While increased advertising spend has helped keep Nestlé relevant in established markets, it’s geographic expansion and an expanding product range that keep the brand growing. With such an extensive offering it’s inevitable that negative news stories and health scares will never be far away, and this year it’s the presence of potentially harmful Bisphenol A in baby formula cans that made the headlines.

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United States Internet Services===Amazon

The world’s biggest bookstore gets bigger, largely due to a shift in focus away from books. Amazon is fast becoming a super-mall, selling everything from toys, jewelry, clothes, and electronics alongside its core offering of books, CDs, DVDs and games. Recent innovations include the Kindle (a wireless e-book reading device), Amazon MP3, DRM free music downloads, Checkout (Amazon’s own online payment system to rival PayPal) and the successful Amazon Prime unlimited free shipping service, which encourages repeat custom. Behind the scenes Amazon’s web-services offering gives 330,000 developers access to some of Amazon’s technology in exchange for a fee.

United States Computer Hardware===Xerox

When it comes to printers and photocopiers, the hardware is becoming so cheap that it’s the cartridges and maintenance that are most profitable, making the B2B market more appealing than the consumer market. Xerox has long been associated with the B2B market, so it’s in a great position to be front of mind in business purchase decisions. And, by refocusing on services like document outsourcing and office solutions, it’s opening up a whole new market. With its recently refreshed identity, Xerox is positioned as a modern, dynamic provider that can adapt to the ever changing office world.

France Luxury===Chanel


Regarded as one of the world’s most iconic fashion brands, Chanel maintains its desirability through classic appeal that is constantly being reinterpreted for modern times. More affordable ranges are offered in limited quantities and, during the fears of recession, Chanel has maintained price points and exclusive positioning. Familiarity with the brand is sure to rocket following the release of the biopic “Coco avant Chanel.”