2003년 세계 100대 브랜드 (2)

51 PIZZA HUT 5.31 6.05 -12 U.S.
The dough wasn't rising. Asian restaurant sales were hurt by SARS, while at
home the chain was slow to sling popular new products such as wings.

52 ACCENTURE 5.30 5.18 +2 U.S.
Hit hard by the slump in telecom, the consulting icon took its own advice
and nimbly built its outsourcing specialty.

53 GUCCI 5.10 5.30 -4 Italy
Chief designer Tom Ford was still a hit on the catwalks of Paris and New
York, but Gucci's profits were shredded by economic stagnation and SARS.

54 KLEENEX 5.06 5.04 0 U.S.
From aromatherapy tissues to 3-D holiday boxes, this leader still managed
to pull out some fresh ideas.

55 WRIGLEY'S 5.06 4.75 +7 U.S.
Hip ad campaigns to relaunch core brands Juicy Fruit and Doublemint
and introduction of new sugar-free gum reinvigorated the chew-chew train.

56 COLGATE 4.69 4.60 +2 U.S.
As it neared the end of its second century, the brand continued to win
over more smiles.

57 AVON 4.63 4.40 +5 U.S.
The Avon Ladies were on a tear, leveraging healthy R&D and marketing
budgets through online sales and an expanding door-to-door network.

58 SUN MICROSYSTEMS 4.47 4.77 -6 U.S.
A perception that this computer maker wasn't keeping up with technology
trends made it appear as less than cutting-edge.

59 PHILIPS 4.46 4.56 -2 Netherlands
In Europe, its name equals home electronics, but Philips struggled with
awareness in the U.S. and perennially tough competition from Asia.

60 NESTLE 4.46 4.43 +1 Switzerland
From chocolate to baby formula, the Swiss food giant keeps the world's
pantry stocked.

61 CHANEL 4.32 4.27 +1 France
A symbol of Parisian sophistication for mom's generation, but Chanel had
a harder time luring younger customers.

62 DANONE 4.24 4.05 +5 France
The maker of Dannon yogurt, already a powerhouse in Europe, was betting
big on emerging markets.

63 KRAFT 4.17 4.08 +2 U.S.
The master of line extensions scored with new frozen-pizza flavors and
other products but lost share on its cheese business to private labels.

64 AOL 3.96 4.33 -8 U.S.
Often dubbed the "Internet on training wheels," the king of the dial-up services
risked losing subscribers as they graduated to broadband connections.

65 YAHOO! 3.90 3.86 +1 U.S.
This Internet icon soared again but will have to watch out for the Net's
next killer brand: Google.

66 TIME 3.78 3.68 +3 U.S.
After winning a National Magazine Award for coverage of September 11,
the weekly ramped up again with excellent war reporting and photography.

67 ADIDAS 3.68 3.69 0 Germany
The maker of athletic shoes and clothing suffered from a plunge in U.S.
sales as youths balked at paying more than $100 for a pair of sneakers.

68 ROLEX 3.67 3.69 0 Switzerland
Tough times failed to put a dent in the popularity of the signature Swiss
watches.

69 BP 3.58 3.39 +6 Britain
John Browne was once again front and center with his controversial

70 TIFFANY 3.54 3.48 +2 U.S.
Even hard times couldn't dim the luster of Tiffany's extravagant baubles in
their signature blue box.

71 DURACELL 3.44 3.41 +1 U.S.
Terrorist fears bolstered battery sales, but the category remained
hampered by cutthroat competition.

72 BACARDI 3.43 3.34 +3 Bermuda
New flavors, coupled with the popularity of the mojito-a Cuban rum mint
julep-kept the venerable rum brand on the hip parade.

73 HERMES 3.42 N/A N/A France
Known for classic scarves and leather goods, Hermes recently hired
celebrity designer Jean-Paul Gaultier to update its image.

74 AMAZON.COM 3.40 3.18 +7 U.S.
Amazon's relentless focus on making online buying easier-not to mention
steady progress toward profits-improved its standing among consumers.

75 CATERPILLAR 3.36 3.22 +5 U.S.
The economy gave Cat a rough ride, but the heavy-equipment and engine
maker bulldozed ahead, strengthening earnings through cost-cutting.

76 REUTERS 3.30 4.61 -28 Britain
The news and data service still had not found the formula to outgun
financial-screen rival Bloomberg in a weak market.

77 LEVI'S 3.30 3.45 -5 U.S.
This struggling American icon has tried-sometimes too hard-to be cool,
but it's also going mass-market with a line for Wal-Mart.

78 HERTZ 3.29 3.36 -2 U.S.
Saddled with a difficult travel market, Hertz Rent-A-Car had a tough time
standing out as the premium choice. This company will have to try harder.

79 PANASONIC 3.26 3.14 +4 Japan
Once a dowdy line of home electronics, Matsushita's Panasonic brand
stood for style, quality, and function-packed products.

80 ERICSSON 3.15 3.59 -12 Sweden
The cellular equipment giant survived the telecom bust but faced a tough
future. Two years of sturm and drang have taken a toll.

81 MOTOROLA 3.10 3.42 -9 U.S.
This electronics brand was cut down to size by intense competition and
weak demand, while product delays put customers on hold.

82 HENNESSY 3.00 N/A N/A France
Hip-hoppers and other celebs made this top-of-the-line cognac relevant to
a new generation of drinkers.

83 SHELL 2.98 2.81 +6 Brit./Nether.
CEO Phil Watts drove a money machine fueled by $30 oil prices and
hard-nosed cost-cutting.

84BOEING 2.86 2.97 -4 U.S.
Management worked hard to prove the brand stood for more than
commercial airliners, only to fall behind Airbus in that crucial market.

85 SMIRNOFF 2.81 2.72 +3 Britain
Shook up the booze business with its introduction of flavored vodkas and
a range of ready-to-drink Smirnoff spin-off products.

86 JOHNSON & JOHNSON 2.71 2.51 +8 U.S.
The halo effect from J&J's trusted consumer brands helped the company's
sales reps as they marketed a broad lineup of drugs and devices.

87 PRADA 2.54 2.49 +2 Italy
The Italian icon's minimalist clothing, nylon handbags, and ultra-trendy
shoes took fashion capitals by storm, but heavy debt slowed its strut.

88 MOET & CHANDON 2.52 2.45 +3 France
With sales up 14% last year, it kept the bubbly flowing at parent company
LVMH Moet Hennessy Louis Vuitton.

89 NISSAN 2.50 N/A N/A Japan
On a roll under new management from Renault, but the brand's reputation
had yet to catch up to Nissan's crowd-pleasing new models.

90 HEINEKEN 2.43 2.40 +1 Netherlands
Young people were drinking less, but if they spend more for quality, the
Dutch-made premium beer could prosper.

91 MOBIL 2.41 2.36 +2 U.S.
Success of its reformulated Mobil 1 motor oil, racing sponsorships, and its
status as NASCAR's official lubricant reinvigorated this ExxonMobil franchise.

92 NIVEA 2.22 2.06 +8 Germany
Hamburg-based parent company Beiersdorf kept the skin cream growing
by spreading it into categories such as sun protection and deodorants.

93 STARBUCKS 2.14 1.96 +9 U.S.
This fast-growing brand continued to corner the U.S. market, although it
hit some speed bumps overseas.

94 BURGER KING 2.12 2.16 -2 U.S.
As talks dragged on to sell the Home of the Whopper, it suffered from a stale
menu, management exodus, and financial strains among some franchisees.

95 POLO RALPH LAUREN 2.05 1.93 +6 U.S.
Another record year for the preppy purveyor of American style that
launched in 1967 as a line of flamboyant ties.

96 FEDEX 2.03 1.92 +6 U.S.
FedEx was riding high behind a successful expansion of its ground homedelivery
service, stealing market share from leader United Parcel Service Inc.

97 BARBIE 1.87 1.94 -3 U.S.
The babe in pink reinvented herself as a DVD movie star, even taking a spin
around Swan Lake. But she's slipping against fresh new competitors like Bratz.

98 WALL ST. JOURNAL 1.76 1.96 -10 U.S.
The downturn in advertising, especially for business publications,
pummeled the Dow Jones flagship.

99 JOHNNIE WALKER 1.72 1.65 +4 Britain
Four bottles of this nearly 200-year-old blended scotch whiskey are
consumed every minute, making it owner Diageo's most spirited brand.

100 JACK DANIELS 1.61 1.58 +2 U.S.
A global push and marketing campaign to appeal to women and younger
drinkers means Jack Black ain't just for Good Old Boys anymore.