Every so often I like to play around with some data. Call it data jazz… (that’s only semi-serious).
Anyway, yesterday I was looking at the Interbrand Top 100 brands, and was wondering how they have changed over time? I constantly hear factoids about how company lifecycles are getting shorter and the world is speeding up. But what about brands? Because, ultimately, it’s the brands we buy, not the companies.
So I trawled (for not very long) across the web and found the 2003 Top 100, and then compared them with the one from 2015. Here’s what I found:
So, to explain the graph… The blue are the number of brands from each of the particular sectors that appeared in 2003 but weren’t in the 2015 list. The red are the ones that are the ones that sustained both charts. And the amber are the ones that weren’t in 2003, but did make the list in 2015.
There were 35 changes over that 12 year period. Technology had the biggest churn, with brands like Nokia and Sun Microsystems disappearing but those like Facebook and Google being added to the list. But what surprised me most of all – look at the growth in Automotive. All of the brands that were there in 2003 are still in the list, and there’s been a stack of new ones added too.
You can find my very messy spreadsheet here.