Last week, Interbrand released its fourth annual Best Global Green Brands report. For the first time in the report’s history, there is a new top brand: Ford. Toyota, which had held the top spot since the beginning, falls to #2, followed by Honda (#3), Nissan (#4), Panasonic (#5), Nokia (#6), Sony (#7), adidas (#8), Danone (#9) and Dell (#10).
Interbrand’s Best Global Green Brands report examines the gap between a brand’s environmental performance and consumers’ perceptions of that performance. When identifying the top 50 global green brands each year, Interbrand starts with the 100 brands that make up its annual Best Global Brands report. Brands that appear on this annual ranking have a global presence and a demonstrated record of delivering value to stakeholders, Interbrand says. Interbrand then conducts extensive consumer research to capture public perception of the brands’ sustainable or green practices and compares that to environmental or sustainability performance data collected and analyzed by Deloitte.
Here are the top findings from this year’s report:
- Sony (#7) and adidas (#8) enter into the top 10 for the first time, while Johnson & Johnson falls six places to #12 and Volkswagen falls nine places to #16.
- Top risers: IKEA climbed 14 spots to take the #19 position while Zara also climbed 14 places to take the #34 position. Philips moved up nine places to take the #14 spot and adidas jumped up seven places to #8.
- Automotive and electronic & technology brands constitute almost half of the overall ranking; 10 brands are from the automotive sector, while 12 brands come from the electronics and technology sectors.
- Brands within the financial services sector struggle to become sustainability leaders, Interbrand says. Allianz and Citi fall off this year’s ranking, while AXA falls one place to take the #45 position and Santander moves up two places to #44.
- Three new brands joined the 2014 ranking: Chevrolet (#32), Disney (#49) and Heineken (#50).
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Photo by Hans via Pixabay
