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Brand Value Around the World
By: Kaitlin T. Gallucci
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Throughout the world, consumers value different brands for different reasons. As we already learned, Walmart ranked first in the U.S. in Interbrand's report of the Most Valuable Retail Brands. Why?

By the numbers, Walmart has 180 million shoppers annually, $260 billion in U.S. sales, and claims 1.7% of the U.S. GDP. Improved in-store experience, strategic cross-channel marketing efforts (including low price guarantees), and philanthropic and sustainability initiatives are all credited with contributing to Walmart value ranking.

What about around the world?

Tesco, Oracle's Multi-Channel Etailer of the Year (2011), ranked first in the U.K. Expanding both in the U.K. and abroad, Tesco launched the "world's first virtual store" in Seoul's subway. Its brand value has increased 9% in the past year.

In France, Carrefour topped the list, though its brand value dropped 17% in the past year, and is expected to continue downward. While it is the biggest French retailer, it is struggling with a negative brand image, an unorganized structure, stock shortages, and poor performance in emerging markets.

Like Carrefour in France, Germany's most valuable brand Aldi lost brand value over the year (-11%). Aldi boasts 99% brand awareness, the highest of all German retailers, and continues to shine in customer satisfaction studies. While it has recently extended its product range, it suffers from a lack of online participation both in social media and e-commerce.

In Spain, Zara's brand value has increased 8% in the past year, giving it a first place ranking in the country. With 1,600 stores in 77 countries, Zara rotates stock every 15 days. Last year, Zara had a successful online launch.

Woolworths, Australia's largest supermarket chain, ranked first for the Asia-Pacific market for the second year in a row. Over 86 years old, Interbrand describes it as "far more than a household name — it is a retail icon."

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About the Author
Kaitlin T. Gallucci is a New York based direct and digital marketing strategist. She tweets here.
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