Lexicon Systems, LLC Blog

lex'•i•con: the vocabulary of a branch of knowledge. Thoughts on environment, health & safety (EHS), sustainability and information technology to support them.

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Interbrand names Best Global Green Brands for 2014

Interbrand and Deloitte named the 50 Best Interbrand Best Global Green Brands 2014 Global Green Brands for 2014. Ford Motor Company leads the list, with the closest Performance and Perception scores. The top 10 include four auto manufacturers, four electronics/high tech, one apparel and one consumer packaged goods company.

  1. Ford
  2. Toyota
  3. Honda
  4. Nissan
  5. Panasonic
  6. Nokia
  7. Sony
  8. Adidas
  9. Danone
  10. Dell

Sustainability is ” a business approach to creating long-term value by embracing opportunities and managing risks derived from economic, environmental and social impacts… it also involves creating and maintaining a product, service, or business identity that reflects added value in terms of environmental and social benefits.”

–Best Global Green Brands Report, 2014

The report says the path forward [to sustainability] requires a radical shift in priorities, production and consumption methods and values. The path forward requires innovation, leadership, courage and cooperation.

“…the search for new, more sustainable models, solutions, methods and materials is accelerating…  it is becoming increasingly clear that “business as usual” is not the path forward.”

– Best Global Green Brands 2014

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Auto makers top 2013 Global Green Brands list

The auto industry has made a comeback–not only in number of units sold, but in sustainability efforts. Hybrids and electric cars are becoming more popular and more affordable. Some newer models do not sacrifice performance for fuel efficiency.

Toyota CamrySix of the top ten companies on the 2013 Global Green Brands list are auto makers. Compare this to 2013, when tech companies took most of the top spots.

The success of these automakers shows that a strong sustainability strategy has substantial benefits. What these brands have done right is focusing on efficiency and fuel savings—which are top-of-mind for most consumers—while working to also deliver on performance and style.

Plenty of tech companies are in the top 25. According to Interbrand, adopting sustainable business practices not only saves money, but helps in other ways. Being “green” helps companies to:

  • drive innovation
  • recruit and retain staff
  • enhance public image
  • reduce carbon footprint
  • reduce energy usage
  • reduce packaging and disposal costs.

The ‘techification’ of our entire world is helping to enable environmental efforts across a variety of industries.

You can find the 2013 Global Green Brands list, plus articles, interviews and commentary here.

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Best green brands 2012

Interbrand just released its Best Global Green Brands 2012 report on the heels of its Best Global Brands report. It’s interesting that four of the top ten are automotive companies, four are tech/diversified companies and two are consumer products companies. Interbrand and Deloitte rated the companies and came up with a list of the top 50.

Photo: Interbrand

The top ten green brands for 2012 are:

  1. Toyota
  2. Johnson & Johnson
  3. Honda
  4. Volkswagen
  5. Hewlett-Packard
  6. Panasonic
  7. Dell
  8. Siemens
  9. Danone
  10. BMW

Interbrand’s CEO Jez Frampton said,

“Though “green” was once the province of empty promises, the world’s most valuable green brands have earned their place in our report, which examines how leading brands perform in the arena of sustainability and how their environmentally conscious efforts are perceived by the public. These two critical halves—performance and perception—make up the whole of a green company: one that operates sustainably and has built a positive image that can be leveraged to strengthen brand value.”

An interesting note… our household has purchased products from seven of the ten companies. We have not bought two of the auto brands, but our siblings have–repeatedly. And I don’t think that Siemens is in the consumer market! So, it’s probably not a coincidence that companies who have a “green” mindset also make good products.

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The power of brands

Research firm Interbrand released its list of the best global brands for 2012. While it’s not a surprise to see Coca-Cola and Apple and the top of the list, I found it interesting that six of the top ten brands come from tech companies, as well as ten of the top twenty. Skimming through the list of 100, I was unfamiliar with only one brand.

Interbrand’s methodology looks at the ongoing investment and management of the brand as a business asset. Three key aspects that contribute to the assessment:

  • The financial performance of the branded products or services.
  • The role of brand in the purchase decision process.
  • The strength of the brand.

Photo: Interbrand

And the Top Ten Best Global Brands are…

  1. Coca-Cola
  2. Apple
  3. IBM
  4. Google
  5. Microsoft
  6. GE
  7. McDonald’s
  8. Intel
  9. Samsung
  10. Toyota