Three Dutch companies are in the latest list of the world’s strongest brands. Electronics manufacturer Philips is highest, remaining in 42nd place. Oil company Shell climbed from 92nd to 81st place and Heineken brewery is back on the list at 93rd place after an absence of five years.
The top 100 Best Global Brands is compiled every year by international branding agency Interbrand. The list is headed by US multinationals like CocaCola, IBM and Microsoft.
Until recently ING bank was also in the top 100, but dropped out in 2009 as a result of the financial crisis and a drop in profits. Interbrand does not expect the bank to return, partly because it might be split up. Temping agency Randstad, on the other hand, does have a good chance of making it into the Best Global Brands list.
© Radio Netherlands Worldwide
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