Interbrand’s 2014 report ranks the 50 “Best Global Green Brands.” The list assesses a brand’s environmental performance and compares that to consumers’ perceptions.
Automotive, electronic & technology brands occupy nearly half of the Top 50. Ten brands hail from the automotive sector, while 12 brands come from the electronics and technology sectors. Since it began in 2011, automakers have dominated the top of the list, however, this year the highest honors went to Ford. The top spot had previously been awarded to Toyota for the past three consecutive years. Toyota has fallen to number 2 and Honda, Nissan and Panasonic retain their 2013 positions to round out the top 5.
To create the report Interbrand starts with its list of 100 brands that have a global presence and a demonstrated record of delivering value to their stakeholders.
The Top 50 report is compiled based on extensive consumer research designed to ascertain public perception of the brands’ sustainable or green practices and compares that to environmental or sustainability performance data collected and analyzed by Deloitte.
Sony (no. 7) and adidas (no. 8) enter into the top 10 for the first time. Ikea climbed 14 spots to secure the no. 19 position while Zara also climbed 14 places to claim the no. 34 position. Philips moved up nine places to take the no. 14 spot and adidas jumped up seven places to no. 8. Three new additiois to the list are Chevrolet (no. 32), Disney (no. 49), and Heineken (no. 50).
Those that lost ground over last years ranking are Johnson & Johnson which fell six places to no. 12 and Volkswagen which fell nine places to no. 16.
Allianz and Citi are 2 brands in the financial services which did not make this year’s list. AXA fell one place to take the no. 45 position and Santander moves up two places to no. 44.