The Magic Number “Eight”
By Peter Walshe, Global BrandZ™ Director
The Magic Number “Eight”
Peter Walshe, Global BrandZ™ Director reflects on the brands that have held the position
as eighth in its BrandZ™ Top100 ranking of the Most Valuable Global Brands. The 2013
rankings will be announced on Tuesday, May 21st.
The Magic Number “Eight”
By Peter Walshe, Global BrandZ™ Director
IBM at #8 in 2006
Citibank at #8 in 2007
“Eight” is a Magic Number in Physics. Atomic Nuclei
“Eight” is a particularly lucky number in China
of Magic Numbers (ironically there are seven of them)
because it sounds like a word that means “generating
have a greater binding power and thus are stronger
wealth.”
and more stable.
Citibank has been a wealth generator since 1812, and was number
Strong brands are also more stable and sustainable. Eight years ago
eight in our 2007 rankings with a value of $33.7bn. The brand was
in the first BrandZ Top 100 ranking, the first number eight was IBM
an innovator in being the first bank to introduce automated teller
valued at $36.1bn IBM is still the most valuable B2B brand in the
machines (ATMs) in the 1970s to give customers 24-hour access to
world today. It is testament to a leadership philosophy based on being
their accounts. The number eight has not proven so lucky for Citi as
meaningfully different at all stages of its long life. From developing
it has (along with many other banks) been hit by the financial crisis
and so has slipped down the rankings – but is still among the Top
100 brands in the world (and stands a good chance of still being so in
2013). BrandZ data suggests that customers and potential customers
regard it as a fairly “assertive” brand that in good times provides a
good financial return.
McDonald’s at #8 in 2008
“‘Eight’ Days a Week” was a Beatles Number One hit in
the USA in 1965 (their seventh – “Ticket to Ride” was the
eighth). It is claimed that the Beatles chauffeur answered
John Lennon on how he had been: “Oh, working hard.
You know, eight days a week.”
A brand that is synonymous with fun and play is McDonald’s (at
artificial intelligence in 1956, to designing the IBM 704 designed to
number eight in 2008 with a brand value of $49.4bn). It certainly
play checkers and to “learn” from the experience, to being involved
has worked hard at making its offer more relevant for today, with
with technology that landed the first man on the moon to creating the
improvements in outlets and the introduction of a wider and healthier
industry standard in the 1980s for personal computing, IMB is a brand
range of products. What has probably been music to the CEO’s ears
with many golden moments. But it has not stood still. Its continued
is that it has been in the Top 10 ever since the BrandZ rankings
reinvention and focus on relevance to the needs of the day have seen
started and stands a good chance of being a hit again in 2013. It is
it refocusing on high value government and corporate business. The
a fun, friendly, great value brand according to BrandZ and strongly
“Smarter Planet” positioning of today neatly encapsulates its vision.
differentiated in a meaningful way.
No wonder the brand is rated on BrandZ™ as one of the top 10 brands
worldwide in “leadership” and “responsibility.”
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The Magic Number “Eight”
By Peter Walshe, Global BrandZ™ Director
General Electric at #8 in 2009
AT&T at #8 in 2012
Timothy Leary came up with the eight-circuit model of
The atomic number of Oxygen is, yes, eight.
consciousness to describe how our “eight brains” work
Fueled for success, AT&T is the current (2012) number eight with
within our nervous system.
a brand value of $68.8bn. It has benefitted from the expansion of
More than eight brains are clearly evident in a nerveless General
telecommunications needs, changing from voice to data to rise from
Electric (GE), our fourth number eight in 2009 with a brand value of
the 73rd most valuable brand in the world position in 2006. The advent
$59.7bn. GE has made a very successful business out of sophisticated
of the iPhone, and then the iPad, has acted as a catalyst to growth
support and infrastructure for business with a slogan that sums the
for the brand. AT&T is seen as a leadership brand, assertive and in
brand up: “Imagination at work.” Indeed on the personality data from
control, but with a good corporate reputation. It is one to watch for
BrandZ, we see the brand strongly rated for being “creative.”
progress in the new ranking.
China Mobile at #8 in 2010
Who Will be at #8 in 2013?
Our planet is one of eight that revolve around the sun.
Pieces of eight. A piece of eight was the Spanish silver
dollar, widely used across many countries in the late
The brand with the most mobile subscribers on our planet (and by
Eighteenth Century - such that it was really the first
definition on all the eight planets) is China Mobile, number eight in
world currency. Then the US dollar subsequently took
2010 with a brand value of $52.6bn. It is the most valuable Asian
over and it is no coincidence that its symbol is really an
brand, the first brand from the BRICs to make it in our Top 100 ranking
eight ($).
in 2006, and yet a mere split-second of a light year old, having only
been formed in 1997. Although consumers generally ascribe more
The total value of the Top 100 brands (expressed in modern “pieces of
rational attributes to telecommunications companies, they see China
eight,” the US $) has grown on average about 8 percent year on year
Mobile as “different,” “wise,” and “kind.” This response indicates that
since we started measuring them in 2006. What will happen in 2013?
it has been able to establish a warm bond with its customers. In fact,
Find out Tuesday, May 21st at www.millwardbrown.com/BrandZ
it is rated among the top 10 most recommended brands by users
across the Top 100 most valuable brands, suggesting that the brand
consistently delivers on its promise.
Marlboro at #8 in 2011
The eighth sign of the zodiac is Scorpio – the scorpion.
And, of course, all arachnids have eight legs.
Number eight in 2011 was Marlboro with a brand value of $67.5bn.
But as regulation increases and penetration of smoking continues to
decline so we see and are likely to see a fall in the rankings over the
years. Like a Scorpio, it is adventurous, brave and a little bit of a rebel.
It coincidentally has eight letters in its name.
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