A Study of Fastest Growing Countries Among Top 100 Brands

The purpose of this study is to illustrate the impact of Country of Origin (COO) on the top 100 global brands. A total of eighteen countries having 158 brands appeared during 2001-2013. Countries were analyzed on the basis of Cumulative Brand Equity (CBE), number of brands, Average Brand Equity (ABE) and growth patterns in Cumulative Brand Equity. Cumulative Brand Equity (CBE) represents summation of brand equities for all brands in a particular country while ABE represents CBE divided by number of brands in a particular country. The most distinctive part of this research is its usage of country of origin for brand equity trend analysis. Results indicate that (a) Korea is the fastest growing country among Top 100 brands; (b) The American brands are un-doubtfully champions of the world and form the major chunk of the global brand list; (c) As country of origin Germany is known for its Automobiles which is also reflected in the global brand list where 5 out of 12 brands are with German origin; (d) France: The birthplace of luxury fashion has 9 brands appeared during this period; (e) Switzerland: A small country by population but having strong country of origin effect has 9 brands in the global brand list appeared during 13 years; (f) Japan: Origin of eight strong and consistent brands having concentration in only two industry sectors i.e., Automotive (4) and Electronics (4); (g) United Kingdom: The world's leading financial center has 8 brands in top 100 global brands list