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global brands - Brands How five names in this year's...

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Brands How five names in this year's rankings staged their turnarounds Slide Show >> Reviving even a storied brand isn't easy once consumers have a negative perception of it. Just ask Ford or Gap, which lost 19% and 15% of their brand value, respectively, in this year's BusinessWeek /Interbrand annual ranking of the 100 Best Global Brands. Even such perennial winners as Coca-Cola (No. 1) can have trouble boosting their brand. The beverage giant claimed the top spot for the seventh year in a row mostly because it is big and everywhere, but it failed to further burnish its reputation because its move into healthier drinks and snacks has yet to resonate. Slide Show >> Still, it's possible to stage a brand comeback. Several such stories emerged in this year's ranking, which is compiled in partnership with leading global brand consultant Interbrand Corp. and calculates brand value by using publicly available data, projected profits, and such variables as market leadership. While it's tempting for a challenged brand to emulate the likes of Google ( GOOG ) (No. 20), Apple ( AAPL ) (No. 33), or Starbucks ( SBUX ) (No. 88), doing so can seem audacious at best, delusional at worst. A potentially more useful exercise: examining brands that have stumbled but recovered. "Benchmark brands should be studied,
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but solutions can seem a lot more accessible when you can see how someone fell and picked themselves up," says Interbrand CEO Jez Frampton. Slide Show >> Take Nokia Corp. ( NOK ) Given its No. 5 ranking, it may seem crazy to consider the Finnish giant a comeback story. But it is one, as evidenced by a 12% jump in brand value, which extends a rankings winning streak after faltering in 2004. Nokia realized its focus on making cheap handsets for the developing world was hurting it in the U.S. and Europe, where consumers wanted phones that played video and surfed the Web. Nokia released high-end phones aimed at both the consumer and business user and is showing strength in emerging and mature markets alike. Slide Show >> Here are five more comeback stories. They detail Nintendo Co.'s ( NTDOY ) successful campaign for new customers; what Audi is doing to catch up with BMW ( BCX ); how Hewlett-Packard ( HPQ ) persuaded consumers that it's hip; Burberry's strategy to escape the taint of ubiquity; and Citi's ( C ) moves to reposition itself as a (very big) local bank. Nintendo Daring to go after a new crowd Nintendo's marketers had apretty good idea that the new Wii player would be a game changer, thanks to a newfangled wireless controller that is wielded like a light saber. And yet they didn't slap the Nintendo name on the gadget. Why? Because the company wanted to make it clear that the Wii was not just for gamers but was also a home entertainment system for all. "I'm not concerned about the spread of the Wii brand," says Nintendo President Satoru Iwata, "because I think the brand name of Nintendo is expanding with it."
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