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Japan Automotive===LEXUS

Clever marketing in the US has maintained the perception that Lexus is an American brand, rather than Japanese. This is vital in a country where people prefer to buy home grown products. Elsewhere, the brand is seen as less exciting and sporty than its nearest rivals, BMW and Mercedes, but this hasn’t stopped its growth. It has invested heavily in hybrid cars with its sister brand Toyota. This makes it an increasingly popular choice in places like London where this technology is exempt from the Congestion Charge tax.

ItalyLuxury===Prada

Prada has been the top spender on marketing and advertising among the luxury global brands. With the Chinese market expected to account for 10% of global sales by 2010, the region has been a key focus for development. The Prada phone, developed in conjunction with LG, was well received and helped the brand to reach new audiences.

United States Personal Care=== Johnson & Johnson

The continued emphasis of family and ethical values has helped the Johnson & Johnson brand maintain a place in people’s hearts, with a wide range of products and partnerships doing the balance sheet no harm either. With the acquisition of Pfizer, the brand has become a worldwide force, which may, in time, stretch the perception of it being a family company.

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United States Consumer Electronics===Motorola

Motorola has lost its category leadership position. Through a lack of innovation and growth into new segments, the brand is in serious decline. While innovative new products from Apple, Samsung, Nokia, and BlackBerry tap into fast-changing consumer needs, Motorola has been left behind and has seen its 2007 self-claimed 14% market share erode further. With the business due to be split into two divisions, time will tell if the changes can lead to a sharper focus.

United States Consumer Electronics===The Duracell

The Duracell bunny just keeps on going, albeit without spectacular ascent. With many gadgets now favoring rechargeable lithium batteries, you’d be forgiven for thinking the market is shrinking. But driven by demand in developing markets, particularly in Latin America, where distribution has been vastly increased, the brand has built on the gains made last year.

United Kingdom Alcohol===Smirnoff 


Smirnoff has continued to be the worldwide vodka of choice, with sales steadily growing in all markets, particularly the US. The launch of Smirnoff Ice Light is appealing to a more health-conscious female market and builds on the success of its vodka-based alcopops range. The brand has been engaging with consumers in new ways of late, making the most of interactive media such as blogs and video to appeal to younger drinkers, and building up a long list of action-movies where its products have been placed.

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United Kingdom Energy===BP

 Following a couple of nightmarish years, BP is still trying to restore the value of its brand to 2006 levels. Revenue has been boosted by record oil prices, but its reputation has been tarnished further by problems and incidents in Alaska and Texas City, while instability in its Russian TNK-BP venture threatens to cause more harm. On a more positive note, BP is now seen as a leader in working towards greener energy. Its investments in sustainable energy sources work to reduce exposure to the price of oil and the ultimate threat of its exhaustion.

United States Restaurants===STARBUCKS

Despite a challenging year for the business, Starbucks has focused its energies on rebuilding the brand. As the credit crunch bites, consumers are less willing to pay a premium for what has effectively become a daily staple. The success of Starbucks has made other outlets up their game, with brands like McDonald’s offering coffee arguably as good for a fraction of the price. In the US, Starbucks is cutting costs through layoffs and shutting down 600 under-performing shops. It’s a story repeated in Australia, where 61 of its 85 stores were closed as the brand offered no real benefit over local coffee houses. Despite its problems, Starbucks is fighting back by focusing on the experience of its outlets, exploring music and entertainment initiatives, and improving service by retraining baristas and engaging them with the brand.

Netherlands Financial Services===ING



ING has continued to differentiate itself in the marketplace, emphasizing its reputation of being “easy to work with.” While the bank has been hit by the US financial crisis, it has not been effected as dramatically as some others within the industry. ING has continued to build awareness through advertising and its sponsorship of the Renault Formula One racing team.