Trademark Trial and Appeal Board Electronic Filing System. http://estta.uspto.gov
`
`ESTTA Tracking number:
`
`ESTTA1115402
`
`Filing date:
`
`02/18/2021
`
`IN THE UNITED STATES PATENT AND TRADEMARK OFFICE
`BEFORE THE TRADEMARK TRIAL AND APPEAL BOARD
`
`Proceeding
`
`91245851
`
`Party
`
`Correspondence
`Address
`
`Submission
`
`Filer's Name
`
`Filer's email
`
`Signature
`
`Date
`
`Attachments
`
`Plaintiff
`Sony Corporation
`
`MARK SOMMERS
`FINNEGAN HENDERSON FARABOW GARRETT & DUNNER LLP
`901 NEW YORK AVENUE NW
`WASHINGTON, DC 20001
`UNITED STATES
`Primary Email: docketing@finnegan.com
`Secondary Email(s): mark.sommers@finnegan.com,
`naresh.kilaru@finnegan.com, TTAB-Legal-Assistants@finnegan.com
`202-408-4000
`
`Plaintiff's Notice of Reliance
`
`Mark Sommers
`
`docketing@finnegan.com, mark.sommers@finnegan.com,
`narsh.kilaru@finnegan.com, jessica.hannah@finnegan.com, TTAB-Leg-
`al-Assistants@finnegan.com
`
`/Mark Sommers/
`
`02/18/2021
`
`2021-02-18 Notice of Reliance No. 10 - Brand Rankings.pdf(157785 bytes )
`Combined ex 1 - 8.pdf(4513251 bytes )
`Combined ex 9 - 10.pdf(3529923 bytes )
`Combined ex 11 - 12.pdf(3813837 bytes )
`Combined ex 13 - 15.pdf(3204534 bytes )
`Combined ex 16 - 27.pdf(4530070 bytes )
`
`

`

`IN THE UNITED STATES PATENT AND TRADEMARK OFFICE
`BEFORE THE TRADEMARK TRIAL AND APPEAL BOARD
`
`SONY CORPORATION,
`
`Opposition No. 91245851
`
`v.
`
`NEIL CAMPBELL,
`
`Opposer
`
`Applicant
`
`Application Serial No. 87882260
`Mark: SoniStream
`Filed: April 18, 2018
`
`OPPOSER’S NOTICE OF RELIANCE NO. 10 UNDER 37 CFR § 2.122(e)
`
`Pursuant to Trademark Rule 2.122(e) and TBMP § 704.08, Opposer Sony Corporation
`
`submits of record in connection with this opposition proceeding a representative sample of
`
`articles from printed publications available to the general public in libraries, on the LEXIS
`
`NEXIS database, and in publications of general circulation (see In re Cell Therapeutics, Inc., 67
`
`USPQ2d 1795, 1798 (TTAB 2003)), along with documents constituting “Internet Materials”
`
`under Trademark Rule 2.122(e), relating to third-party rankings and recognition of Opposer and
`
`its SONY brand as a popular and/or valuable company/brand.
`
`This evidence is relevant to the issues of likelihood of confusion and dilution, and shows,
`
`among other things, the nature and extent of the public exposure and recognition that Opposer’s
`
`SONY brand has received over many years. As such, the evidence supports the strength and
`
`fame of the SONY mark.
`
`Exhibit
`No
`
`Publication
`
`Date
`
`Article Title
`
`1
`
`Los Angeles Times
`
`11-15-1988 Coca-Cola, IBM, Sony Top Survey of Brand
`Names
`
`

`

`Exhibit
`No
`
`Publication
`
`Date
`
`Article Title
`
`2
`
`Business Wire
`
`01-05-2006 Sony Ranks as Most Popular Consumer
`Electronics Brand in the World; Stewart-
`Allen/GMI BrandBarometer (TM) Forecasts
`Stormy Outlook for Some of the World’s
`Most Popular Consumer Electronics Brands
`
`3
`
`4
`
`5
`
`6
`
`7
`
`8
`
`9
`
`Interbrand
`
`2008
`
`Best Global Brands 2008 (excerpt)
`
`BBC
`
`Forbes
`
`Forbes
`
`Forbes
`
`Forbes
`
`07-04-2011 Sony ranks as Asia’s top brand, says
`Campaign magazine
`
`04-10-2013 The World’s Most Valuable Brands 2013
`
`02-21-2014 The World’s Most Valuable Brands 2014
`
`06-29-2015 The World’s Most Valuable Brands 2015
`
`2016
`
`The World’s Most Valuable Brands 2016
`
`Interbrand
`
`2016
`
`Best Global Brands 2016 (excerpt)
`
`10
`
`Forbes
`
`06-09-2016 Sony on the Forbes Global 2000 List 2016
`
`11
`
`Interbrand
`
`2017
`
`Best Global Brands 2017
`
`12
`
`Forbes
`
`05-29-2017 Sony on the Forbes Global 2000 List 2017
`
`13
`
`Interbrand
`
`2018
`
`Best Global Brands 2018
`
`14
`
`Forbes
`
`09-04-2018 Sony on the Forbes Global 2000 List 2018
`
`15
`
`Forbes
`
`2019
`
`Sony on the Forbes America’s Best
`Employers by State List 2019
`
`16
`
`Interbrand
`
`2019
`
`Best Global Brands 2019
`
`17
`
`Fortune
`
`2020
`
`Global 500
`
`18
`
`Fortune
`
`2020
`
`World’s Most Admired Companies
`
`2
`
`

`

`Exhibit
`No
`
`Publication
`
`Date
`
`Article Title
`
`19
`
`Interbrand
`
`2020
`
`Best Global Brands 2020
`
`20
`
`Forbes
`
`05-12-2020 Top Regarded Companies
`
`21
`
`Forbes
`
`05-12-2020 World’s Most Valuable Brands
`
`22
`
`Visualcapitalist.com
`
`07-17-2020 Ranking the Top 50 Most Innovative
`Companies of 2020
`
`23 MBA Skool
`
`12-18-2020 Top 10 Consumer Electronics Companies in
`the World
`
`24
`
`Ranking the Brands
`
`2021
`
`The 50 Most Innovative Companies – 2020
`
`25
`
`Ranking the Brands
`
`2021
`
`Sony Brand Ranking
`
`26
`
`Ranking the Brands
`
`2021
`
`Global RepTrak 100
`
`27
`
`RTINGS.com
`
`01-08-2021 The 6 Best TV Brands – Winter 2021
`
`Dated: February 18, 2021
`
`
`
`Respectfully submitted,
`
` / Mark Sommers /
`Mark Sommers
`Naresh Kilaru
`Jessica L. Hannah
`FINNEGAN, HENDERSON, FARABOW,
` GARRETT & DUNNER, L.L.P.
`901 New York Avenue N.W.
`Washington, DC 20001
`(202) 408-4000
`
`docketing@finnegan.com
`mark.sommers@finnegan.com
`naresh.kilaru@finnegan.com
`jessica.hannah@finnegan.com
`TTAB-Legal-Assistants@finnegan.com
`
`Attorneys for Opposer
`
`3
`
`

`

`
`
`
`
`CERTIFICATE OF SERVICE
`
`I certify that a true and accurate copy of the foregoing OPPOSER’S NOTICE OF
`
`RELIANCE NO. 10 UNDER 37 CFR § 2.122(e) was served by e-mail on this 18th day of
`
`February 2021 on Neil Campbell at the following address of record:
`
`
`
`
`
`
`
`NEIL CAMPBELL
`1038 5TH STREET #A
`SANTA MONICA, CA 90403
`
`neil@gomusic1.com
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
` / Judy Valusek /
`Trademark Legal Assistant
`
`
`
`
`
`

`

`Exhibit (cid:20)
`
`(cid:3) (cid:3) (cid:3) (cid:3) (cid:3) (cid:3) (cid:3) (cid:3)
`
`

`

`COCA-COLA, IBM, SONY TOP SURVEY OF BRAND NAMES
`
`Los Angeles Times
`
`November 15, 1988, Tuesday, Home Edition
`
`Copyright 1988 The Times Mirror Company; Los Angeles Times All Rights Reserved
`
`Section: Business; Part 4; Page 26; Column 1; Financial Desk; Poll or Survey; Wire
`
`Length: 147 words
`
`Byline: MA
`
`By AP
`
`Dateline: NEW YORK
`
`Body
`
`<EC MO <DE FI <PC FI <TM PO; WI
`
`Coca-Cola, IBM and Sony are the three most powerful brand names in the world, according to a new survey published
`Monday.
`
`The Landor Imagepower Survey identified the 40 corporate or consumer brand names that register most strongly with
`consumers in the United States, Japan and Western Europe.
`Of the 40 top brands, 17 belong to U.S. companies, 14 to European firms and 9 to the Japanese, the study found.
`
`The study was conducted by Landor Associates, an image management and strategic design consultant. The firm interviewed
`3,000 consumers in the three geographic markets to test 2,140 brand names.
`
`After Coca-Cola, IBM and Sony, the study found the 25 most powerful brands were, in descending order: Porsche,
`McDonald's, Disney, Honda, Toyota, Seiko, BMW, Volkswagen, Mercedes, Pepsi Cola, Kleenex, Nestle, Rolex, Jaguar,
`Xerox, Lipton, Hilton, Polaroid, Canon, Levi's, Yamaha and Nissan.
`
`End of Document
`
`

`

`Exhibit (cid:21)
`
`(cid:3) (cid:3) (cid:3) (cid:3) (cid:3) (cid:3) (cid:3) (cid:3)
`
`

`

`Sony Ranks As Most Popular Consumer Electronics Brand in the World; Stewart-
`Allen/GMI BrandBarometer(TM) Forecasts Stormy Outlook for Some of the World's
`Most Popular Consumer Electronics Brands
`
`Business Wire
`
`January 5, 2006 Thursday 3:52 PM GMT
`
`Copyright 2006 Business Wire, Inc.
`
`Distribution: Business Editors; High-Tech Editors
`
`Length: 841 words
`
`Dateline: SEATTLE & LAS VEGAS Jan. 5, 2006
`
`Body
`
`A recent international survey measuring the health of some of the world's most famous consumer electronics brands reveals
`that Sony is the most popular brand, while Sanyo is the least popular across all ages, genders and income levels in 18 countries
`around the world.
`
`In November 2005, the Stewart-Allen/GMI BrandBarometer (www.brandbarometer.com), co-created by international
`marketing expert Allyson Stewart-Allen and Global Market Insite (GMI), a provider of integrated solutions for global market
`intelligence, surveyed 17,502 highly profiled consumers worldwide about 15 leading international consumer electronics brands.
`
`These brands include Apple, Canon, Casio, Dell, Hitachi, Hewlett-Packard, Microsoft, Nokia, Panasonic, Philips, Pioneer,
`Sanyo, Sharp, Sony and Toshiba. Consumers were asked about their perceptions and experiences of these brands, levels of
`trust, overall quality and perceived country of origin.
`
`These results come as the 2006 International Consumer Electronics Show opens its doors today in Las Vegas. Event producer
`Consumer Electronics Association (CEA) just announced its latest industry growth projections at the event, including a
`prediction that factory sales of consumer electronics will reach $135.4 billion in 2006, up 8%. Other studies by CEA indicate
`these sales will grow to $158.4 billion by 2008, a rise of 65% since the year 2000. Clearly, the potential and outlook for
`consumer electronics companies is very positive.
`
`When asked to associate values with a particular brand, BrandBarometer respondents perceive: Sony as 'luxurious'; Nokia as
`'innovative', 'friendly' and 'engaging'; Apple as the most 'individualistic' and 'exclusive;' and Microsoft as 'powerful' and the
`most 'American' brand. Sony also scores well in other areas -- respondents see the brand as being 'international', 'trustworthy'
`and a 'luxury' brand. Nokia scores highly for being 'customer-focused', for 'listening' to its customers, and for being the most
`'responsive' and 'empathetic.' Sony and Nokia are also seen as the two most reliable brands out of the 15 surveyed.
`
`However, the BrandBarometer did find some dark clouds on the horizon for other consumer electronics brands. Sanyo appears
`to have a serious image problem and is regarded as the most 'stagnant', 'dull', 'insignificant' and 'weak' of all of the brands in the
`study.
`
`According to the survey, the power of consumer electronics brands appears to be wavering in Western markets where branding
`is most sophisticated. When asked how important a brand name is when buying such products, consumers in such countries as
`the UK, Germany and Denmark rank brand names as less important compared to others in emerging countries. For instance,
`consumers in Mexico, China and Brazil rate brand names as either important or very important.
`
`

`

`Sony Ranks As Most Popular Consumer Electronics Brand in the World; Stewart-Allen/GMI BrandBarometer(TM)
`Forecasts Stormy Outlook for Some of the World's Most P....
`
`Page 2 of 2
`
`"We know from our previous BrandBarometer studies and the behavior of various markets that brands take on significant
`symbolism in emerging economies as they represent aspirational purchases -- a communication of status and more upmarket
`lifestyle," explained Stewart-Allen.
`
`"Some of the most recognisable brands in the world relate to consumer electronics," Stewart-Allen added. "There is a huge
`opportunity here for consumer electronics brands to localize their brand marketing for the greatest impact at a regional level in
`countries like Mexico, Brazil, India and Russia, while being consistent in how the brand is experienced and communicated
`worldwide."
`
`Large consumer electronics companies clearly dedicate generous marketing and advertising budgets to achieve these. For
`example, between 2004 and 2005, Microsoft, Sony, Apple and Panasonic each spent between $60 million and $260 million on
`U.S. media/advertising.
`
`"The appeal of some runaway brand leaders, such as Nokia, is based on consistently managing the experience of the brand,"
`Stewart Allen said. "What is striking about this BrandBarometer is that some of the world's best-known names are adrift and
`losing appeal, despite their heavy investments in marketing."
`
`To download the full Consumer Electronics BrandBarometer report, please visit www.brandbarometer.com or contact GMI
`directly at info@gmi-mr.com.
`
`About Allyson Stewart-Allen
`
`Allyson Stewart-Allen is recognised as the world's leading authority on trans-Atlantic business, international marketing and
`working across business cultures. As founder of International Marketing Partners, Stewart-Allen advises a number of national
`government agencies and Fortune 100 companies. For more info: www.intermarketingonline.com.
`
`About GMI
`
`GMI (Global Market Insite, Inc.) is the only company that provides comprehensive integrated solutions for global market
`intelligence for both market research firms and corporate market research departments at Global 2000 companies. Founded in
`1999 with world headquarters in Seattle, Wash., GMI has operations on five continents. More information is available at
`www.gmi-mr.com.
`
`CONTACT: GBC USA Ellisa Feinstein, 415-921-2312 ellisa@gbc-usa.com Eileen Tierney, 415-339-1600 eileen@gbc-
`usa.com
`
`http://www.businesswire.com
`
`Load-Date: January 6, 2006
`
`End of Document
`
`

`

`Exhibit (cid:22)
`
`(cid:3) (cid:3) (cid:3) (cid:3) (cid:3) (cid:3) (cid:3) (cid:3)
`
`

`

`Best Global Brands 2008.pdf
`
`Best Global
`Brands 2008
`
`�. Intel
`���,��� Million
`+�% from ����
`
`�. Toyota
`���,��� Million
`+�% from ����
`
`�. Nokia
`���,��� Million
`+�% from ����
`
`�. GE
`���,��� Million
`+�% from ����
`
`�. Microsoft
`���,��� Million
`+�% from ����
`
`�. IBM
`���,��� Million
`+�% from ����
`
`�. Coca�Cola
`���,��� Million
`+�% from ����
`
`https://www.rankingthebrands.com/PDF/Best%20Global%20Brands%202008.pdf[6/25/2020 10:52:41 AM]
`
`Lessons from the Best
`Global Brands
`
`Building brand value
`
`Collaborative branding
`
`Activating employees
`
`Are you acting
`like a brand leader?
`
`Sustainability’s impact
`on brand value
`
`Marketing and sector
`performance
`
`The Red Thread of
`brand value
`
`
`
`1/85
`
`

`

`Best Global Brands 2008.pdf
`
`Interbrand’s method
`for valuing the 2008
`Best Global Brands
`
`Criteria for
`consideration
`
`Methodology
`
`
`
`
`
`
`
`
`
`
`
`Using our database of global brands,
`populated with critical information over
`the past 20 years of valuing brands and
`more than 30 years of consulting with
`organizations, Interbrand formed an
`initial consideration set. All brands were
`then subject to the following criteria that
`narrowed candidates signiicantly:
`
`01 There must be substantial publicly
`available inancial data
`
`02 The brand must have at least one-third
`of revenues outside of its country-of-origin
`
`03 The brand must be a market-facing
`brand
`
`04 The Economic Value Added (EVA) must
`be positive
`
`05 The brand must not have a purely B2B
`single audience with no wider public proile
`and awareness
`
`These criteria exclude brands such as Mars,
`which is privately held, or Walmart, which
`is not suiciently global (it does business in
`some international markets but not under
`the Walmart brand).
`
`
`The Interbrand method for valuing brands
`is a proven, straightforward, and profound
`formula that examines brands through
`the lens of inancial strength, importance
`in driving consumer selection, and the
`likelihood of ongoing branded revenue. Our
`method evaluates brands much like analysts
`would value any other asset: on the basis of
`how much they’re likely to earn in the future.
`There are three core components to our
`proprietary method:
`
`Financial Analysis
`Our approach to valuation starts by
`forecasting the current and future revenue
`speciically attributable to the branded
`products. We subtract operating costs from
`revenue to calculate branded operating
`proit. We then apply a charge to the branded
`proit for capital employed. This gives us
`economic earnings.
`
`All inancial analysis is based on publicly
`available company information. Interbrand
`culls from a range of analysts’ reports to build
`a consensus estimate for inancial reporting.
`
`Role of Brand Analysis
`A measure of how the brand inluences
`customer demand at the point of purchase is
`applied to the economic earnings to arrive at
`Branded Earnings.
`
`For this study, industry benchmark
`analysis for the role the brand plays in
`driving customer demand is derived from
`Interbrand’s database of more than 5,000
`prior valuations conducted over the course of
`20 years. In-house market research is used to
`establish individual brand scores against our
`industry benchmarks.
`
`Brand Strength Score
`This is a benchmark of the brand’s ability to
`secure ongoing customer demand (loyalty,
`repurchase and retention) and thus sustain
`future earnings, translating branded earnings
`into net present value. This assessment is a
`structured way of determining the speciic
`risk to the strength of the brand. We compare
`the brand against common factors of brand
`strength, such as: market position, customer
`franchise, image, and support.
`
`Financial Analysis
`Forecasted current and
`future revenue specifically
`attributable to the brand
`
`Role of Brand
`Analysis
`A measure of how the
`brand influences customer
`demand at the point of
`purchase
`
`Brand Strength
`A benchmark of the brand’s
`ability to secure ongoing
`customer demand (loyalty,
`repurchase, retention).
`
`Brand Value Calculation
`
`Role of
`Brand
`Analysis
`
`Year �
`
`Year �
`
`Year �
`
`Year �
`
`Year �
`
`Brand Revenues
`
`Economic Earnings
`
`Brand Earnings
`
`Brand Strength Analysis
`= Discount Rate
`
`BRAND
`VALUE
`
`Best Global Brands 2008
`24
`https://www.rankingthebrands.com/PDF/Best%20Global%20Brands%202008.pdf[6/25/2020 10:52:41 AM]
`
`26/85
`
`

`

`Best Global Brands 2008.pdf
`
`25
`
`13,583 $m
`
`27
`
`13,143 $m
`
`30
`
`12,621 $m
`
`SONY. Despite ierce global competition
`in the category, Sony has had a great year,
`thanks to the continued success of lagship
`brands, including Bravia, Vaio and Cyber-
`Shot, while the lower price of the PS3 has
`inally convinced consumers to bite. Sony
`also won the Blu-Ray versus HD DVD war,
`standing the brand in good stead for a
`future share of the high-deinition market.
`Sony clearly understands the opportunities
`aforded by increased technology
`convergence. It unveiled a strategy to deliver
`movie, TV and gaming content through the
`PS3 and its Bravia TVs, while in the process,
`making the most of its vast entertainment
`assets in Sony BMG Music and Sony Pictures.
`By 2011, it plans to make 90% of its products
`network enabled.
`
`26
`
`13,249 $m
`
`PEPSI. Pepsi is ighting hard. Its online
`activity, content, and promotions are
`broad and interactive, but focused on a
`young market with an emphasis on sports
`promotions and pop music. Like Coke, it has
`given consumers a chance to personalize
`their own cans. It has even encroached on
`sacred territory by coloring its cans red in
`support of “Team China” in the year leading
`up to the 2008 Olympic Games. Pepsi’s
`environmental stance is also increasingly
`visible. It launched the “Have We Met Before”
`campaign, in which it printed messages and
`facts on cans to educate customers on the
`beneits of recycling and, in March 2008, it
`opened the irst 100% green sports arena
`in the US. The recent, restricted launch of
`Pepsi Raw in the UK is the irst new product
`in more than ten years. It’s made from
`all-natural ingredients and contains no
`artiicial preservatives, colors, lavorings or
`sweeteners. It’s a compelling but tentative
`step into the healthier-drinks market.
`
`HSBC. Despite losing billions in the US market
`and being one of the ist major banks to sufer
`the efects of the US sub-prime lending crisis,
`HSBC has seen strong international growth,
`with a number of acquisitions under its belt
`and an increasing presence in Asia helping to
`stabilize the brand.
`
`28
`
`13,055 $m
`
`NESCAFÉ. Nescafe has beneitted from the
`increase in demand for premium cofees, with
`its “Connoisseur Cofee” range and café style
`cofees performing particularly well. It has
`taken on the role of educating the public on
`the health beneits of cofee and is beginning
`to engage and expand its customer base with
`online media.
`
`29
`
`12,672 $m
`
`NIKE. Despite increased competition from
`Adidas, Nike remains the world’s #1 sports
`brand. Smart partnerships are never far
`away from Nike. It teamed up with Apple
`to launch an innovative MP3 player/sneaker
`for runners and it’s making further inroads
`with emerging markets – helped, no doubt,
`by its sponsorship of China in the Beijing
`Olympics. Along with the successful launch of
`women’s innerware, Nike has been expanding
`its direct-to-consumer business, which it
`believes will continue to grow. Also online,
`the brand launched interactive consumer
`concepts like Nike ID and Nike + , creating an
`online buzz about the brand and new ways
`for fans to interact with it.
`
`Interactive consumer
`concepts like Nike ID and
`Nike + are creating a buzz.
`
`UPS. Responding to the downturn in the US
`economy, UPS expanded its online, supply
`chain, and freight services. International
`markets are playing an increased role, with
`UPS focusing on building strategic assets
`in China and India. The most proitable
`company in its sector, it is continuing to gain
`ground through aggressive marketing such
`as sponsorship of the Beijing Olympics and
`some major US ad campaigns.
`
`31
`
`12,228 $m
`
`SAP. SAP has continued to broaden its ofering
`through key acquisitions, most notably that
`of Business Objects. The “Best Run Businesses”
`campaign has been successful in increasing
`the familiarity of the brand to diferent
`audiences, including small- and medium-sized
`businesses, which remain a strategic focus.
`This efort helps position SAP as more than
`just a software brand and paves the way for
`diversiication further down the line.
`
`32
`
`11,695 $m
`
`DELL. Despite sustained growth, Dell’s
`direct sales strategy has been sufering.
`The increasing importance of design and
`aesthetic appeal in personal computing
`means there’s been a greater shift to in-store
`purchase, where customers can see, feel
`and try things out before buying. This has
`changed the way Dell sells computers. In
`January 2008, it closed 140 retail kiosks that
`were, in efect, posh PR vehicles that didn’t
`sell products. To get PCs in front of people,
`Dell has partnered big retail brands like
`Walmart in the US, Bic Camera in Japan, and
`Carphone Warehouse in the UK, which has
`ofered great exposure, but has limited the
`control Dell has over the way its products are
`presented and explained.
`
`https://www.rankingthebrands.com/PDF/Best%20Global%20Brands%202008.pdf[6/25/2020 10:52:41 AM]
`
`Best Global Brands 2008
`
`31
`33/85
`
`

`

`Best Global Brands 2008.pdf
`
`About Interbrand
`Interbrand began in 1974 when the world
`still thought of brands as just another word
`for logo. We have changed the dialogue,
`deined the meaning of brand management
`and continue to lead the debate on
`understanding brands as valuable
`business assets.
`
`About Best Global Brands
`Voted the third-most inluential industry
`benchmark study by business leaders,
`Best Global Brands is our annual report on
`the world’s most valuable brands and the
`insights that can be drawn from how these
`global organizations create and manage
`brand value.
`
`We now have nearly 40 oices and are the
`world’s largest brand consultancy. Our
`practice brings together a diverse range
`of insightful right- and left-brain thinkers
`making our business both rigorously
`analytical and highly creative. Our work
`creates and manages brand value for clients
`by making the brand central to the business’s
`strategic goals.
`
`We’re not interested in simply being the
`world’s biggest brand consultancy. We want
`to be the most the most valued.
`
`We pioneered the technique for valuing
`brands in 1984 and have continued to
`improve upon the methodology and set the
`pace for other approaches. Our valuation
`techniques have long been recognized by
`business, academics and regulatory bodies
`as a uniquely valuable strategic tool. Today,
`we have conducted over 5,000 valuations for
`clients to provide guidance in managing their
`most valuable asset – their brand.
`
`Contact Us
`
`General inquiries:
`
`Media inquiries:
`
`Jez Frampton
`Group Chief Executive Oicer
`Tel UK: +44 (0)20 7554 1000
`Tel US: +1 212 798 7777
`jez.frampton@interbrand.com
`
`Graham Hales
`Group Chief Communications Oicer
`Tel UK: +44 (0) 20 7554 1169
`Tel US: +1 212 798 7581
`graham.hales@interbrand.com
`
`Lisa Marsala
`Group Communications Manager
`Tel: + 1 212 798 7646
`lisa.marsala@interbrand.com
`
`Additional information on brands
`www.interbrand.com
`www.brandchannel.com
`
`For reprint permission of this report or
`its articles, please contact Lisa Marsala.
`
`Best Global Brands 2008
`80
`https://www.rankingthebrands.com/PDF/Best%20Global%20Brands%202008.pdf[6/25/2020 10:52:41 AM]
`
`82/85
`
`

`

`Best Global Brands 2008.pdf
`
`Best Global Brands 2008
`
`2008
`Rank
`
`2007
`Rank
`
`Brand
`
`Country of
`Origin
`
`Sector
`
`2008 Brand
`Value ($m)
`
`Change in
`Brand Value
`
`2008
`Rank
`
`2007
`Rank
`
`Brand
`
`Country of
`Origin
`
`Sector
`
`2008 Brand
`Value ($m)
`
`Change in
`Brand Value
`
`1
`
`3
`
`2
`
`4
`
`5
`
`1
`
`2
`
`3
`
`4
`
`5
`
`6
`
`US
`
`US
`
`US
`
`US
`
`Beverages
`
` 66,667
`
`Computer Services
`
` 59,031
`
`Computer Software
`
` 59,007
`
`Diversified
`
` 53,086
`
`Finland
`
`Consumer Electronics
`
` 35,942
`
`2%
`
`3%
`
`1%
`
`3%
`
`7%
`
`51
`
`52
`
`54
`
`47
`
`49
`
`51
`
`52
`
`53
`
`54
`
`55
`
`56
`
`France
`
`Personal Care
`
` 7,508
`
`US
`
`Media
`
` 7,193
`
`Germany
`
`Automotive
`
` 7,047
`
`US
`
`Financial Services
`
` 7,022
`
`France
`
`Financial Services
`
` 7,001
`
`7%
`
`4%
`
`8%
`
`-6%
`
`-4%
`
`6
`
`7
`
`8
`
`9
`
`20
`
`10
`
`7
`
`8
`
`9
`
`10
`
`11
`
`12
`
`Japan
`
`Automotive
`
` 34,050
`
`Computer Hardware
`
` 31,261
`
`Restaurants
`
` 31,049
`
`Media
`
` 29,251
`
`6%
`
`1%
`
`6%
`
`0%
`
`Internet Services
`
` 25,590
`
`43%
`
`Germany
`
`Automotive
`
` 25,577
`
`9%
`
`US
`
`US
`
`US
`
`US
`
`53
`
`57
`
`62
`
`56
`
`58
`
`59
`
`64
`
`57
`
`58
`
`59
`
`60
`
`61
`
`62
`
`US
`
`US
`
`US
`
`US
`
`Food
`
` 6,646
`
`Personal Care
`
` 6,437
`
`2%
`
`7%
`
`Internet Services
`
` 6,434
`
`19%
`
`Computer Hardware
`
` 6,393
`
`France
`
`Luxury
`
`US
`
`Food
`
` 6,355
`
` 6,105
`
`Spain
`
`Apparel
`
` 5,955
`
`15%
`
`6%
`
`9%
`
`6%
`
`12
`
`13
`
`16
`
`15
`
`17
`
`18
`
`14
`
`13
`
`14
`
`15
`
`16
`
`17
`
`18
`
`US
`
`Computer Hardware
`
` 23,509
`
`Germany
`
`Automotive
`
` 23,298
`
`US
`
`US
`
`Personal Care
`
` 22,069
`
`Financial Services
`
` 21,940
`
`France
`
`Luxury
`
` 21,602
`
`6%
`
`8%
`
`8%
`
`5%
`
`6%
`
`US
`
`US
`
`Computer Services
`
` 21,306
`
`12%
`
`Tobacco
`
` 21,300
`
`0%
`
`63
`
`60
`
`55
`
`67
`
`68
`
`66
`
`63
`
`64
`
`65
`
`66
`
`67
`
`68
`
`69
`
`Switzerland
`
`Food
`
` 5,592
`
`US
`
`US
`
`Restaurants
`
` 5,582
`
`Internet Services
`
` 5,496
`
`France
`
`Food
`
` 5,408
`
`Germany
`
`Automotive
`
` 5,407
`
`US
`
`Diversified
`
` 5,288
`
`5%
`
`-2%
`
`-9%
`
`8%
`
`11%
`
`5%
`
`11
`
`19
`
`21
`
`_
`
`27
`
`33
`
`19
`
`20
`
`21
`
`22
`
`23
`
`24
`
`25
`
`US
`
`Financial Services
`
` 20,174
`
`-14%
`
`Japan
`
`Automotive
`
` 19,079
`
`South Korea
`
`Consumer Electronics
`
` 17,689
`
`6%
`
`5%
`
`Sweden
`
`Apparel
`
` 13,840
`
`NEW
`
`US
`
`US
`
`Computer Software
`
` 13,831
`
`Consumer Electronics
`
` 13,724
`
`11%
`
`24%
`
`65
`
`69
`
`71
`
`72
`
`_
`
`70
`
`70
`
`71
`
`72
`
`73
`
`74
`
`75
`
`US
`
`Personal Care
`
` 5,264
`
`Germany
`
`Sporting Goods
`
` 5,072
`
`Switzerland
`
`Luxury
`
` 4,956
`
`South Korea
`
`Automotive
`
` 4,846
`
`3%
`
`6%
`
`8%
`
`9%
`
`Canada
`
`Consumer Electronics
`
` 4,802
`
`NEW
`
`US
`
`Personal Care
`
` 4,636
`
`Germany
`
`Automotive
`
` 4,603
`
`1%
`
`9%
`
`25
`
`26
`
`23
`
`24
`
`29
`
`28
`
`34
`
`26
`
`27
`
`28
`
`29
`
`30
`
`31
`
`Japan
`
`Consumer Electronics
`
` 13,583
`
`5%
`
`3%
`
`US
`
`UK
`
`Beverages
`
` 13,249
`
`Financial Services
`
` 13,143
`
`-3%
`
`Switzerland
`
`Beverages
`
` 13,055
`
`US
`
`US
`
`Sporting Goods
`
` 12,672
`
`Transportation
`
` 12,621
`
`1%
`
`6%
`
`5%
`
`Germany
`
`Computer Software
`
` 12,228
`
`13%
`
`75
`
`73
`
`61
`
`78
`
`83
`
`79
`
`74
`
`76
`
`77
`
`78
`
`79
`
`80
`
`81
`
`France
`
`Luxury
`
` 4,575
`
`8%
`
`US
`
`Apparel
`
` 4,357
`
`-20%
`
`Japan
`
`Consumer Electronics
`
` 4,281
`
`Switzerland
`
`Luxury
`
`Luxury
`
`US
`
`US
`
`Restaurants
`
` 4,097
`
` 4,236
`
` 4,208
`
`4%
`
`10%
`
`5%
`
`-4%
`
`31
`
`30
`
`22
`
`38
`
`36
`
`32
`
`32
`
`33
`
`34
`
`35
`
`36
`
`37
`
`38
`
`®
`
`US
`
`US
`
`US
`
`Computer Hardware
`
` 11,695
`
`Alcohol
`
` 11,438
`
`1%
`
`-2%
`
`Financial Services
`
` 11,399
`
`-21%
`
`Sweden
`
`Home Furnishings
`
` 10,913
`
`Japan
`
`Computer Hardware
`
` 10,876
`
`8%
`
`3%
`
`US
`
`Financial Services
`
` 10,773
`
`-6%
`
`80
`
`85
`
`84
`
`88
`
`81
`
`77
`
`82
`
`83
`
`84
`
`85
`
`86
`
`87
`
`88
`
`Germany
`
`Financial Services
`
` 4,033
`
`France
`
`Alcohol
`
`Energy
`
` 3,951
`
` 3,911
`
`UK
`
`US
`
`Restaurants
`
` 3,879
`
`2%
`
`6%
`
`3%
`
`7%
`
`Netherlands
`
`Financial Services
`
` 3,768
`
`-3%
`
`US
`
`Consumer Electronics
`
` 3,721
`
`-10%
`
` 3,682
`
`2%
`
`35
`
`40
`
`44
`
`39
`
`37
`
`42
`
`39
`
`40
`
`41
`
`42
`
`43
`
`44
`
`US
`
`US
`
`Financial Services
`
` 10,331
`
`Food
`
` 9,710
`
`-3%
`
`4%
`
`Japan
`
`Consumer Electronics
`
` 8,772
`
`13%
`
`Switzerland
`
`Financial Services
`
` 8,740
`
`US
`
`Financial Services
`
` 8,696
`
`-11%
`
`-16%
`
`Netherlands
`
`Diversified
`
` 8,325
`
`8%
`
`Media
`
` 8,313
`
`NEW
`
`89
`
`91
`
`92
`
`94
`
`90
`
`_
`
`_
`
`89
`
`90
`
`91
`
`92
`
`93
`
`94
`
`Italy
`
`US
`
`Italy
`
`Italy
`
`US
`
`UK
`
`Consumer Electronics
`
`Alcohol
`
` 3,590
`
`Japan
`
`Automotive
`
` 3,588
`
`6%
`
`7%
`
`9%
`
`4%
`
`Luxury
`
` 3,585
`
`Personal Care
`
` 3,582
`
`Automotive
`
` 3,527
`
`NEW
`
`Luxury
`
` 3,526
`
`NEW
`
`Canada
`
`Italy
`
`Luxury
`
` 8,254
`
`US
`
`US
`
`Internet Services
`
` 7,991
`
`Computer Services
`
` 7,948
`
`Germany
`
`Diversified
`
` 7,943
`
`7%
`
`7%
`
`9%
`
`3%
`
`Automotive
`
` 7,896
`
`-12%
`
`Automotive
`
` 7,609
`
`-1%
`
`100
`
`_
`
`46
`
`48
`
`50
`
`43
`
`41
`
`45
`
`45
`
`46
`
`47
`
`48
`
`49
`
`50
`
`www.interbrand.com
`
`US
`
`US
`
`95
`
`96
`
`97
`
`98
`
`99
`
`87
`
`_
`
`93
`
`96
`
`_
`
`_
`
`France
`
`Alcohol
`
` 3,513
`
`-3%
`
`US
`
`Hospitality
`
` 3,502
`
`NEW
`
`Netherlands
`
`Energy
`
` 3,471
`
`Germany
`
`Personal Care
`
` 3,401
`
`4%
`
`9%
`
`US
`
`US
`
`Transportation
`
` 3,359
`
`NEW
`
`Financial Services
`
` 3,338
`
`NEW
`
`https://www.rankingthebrands.com/PDF/Best%20Global%20Brands%202008.pdf[6/25/2020 10:52:41 AM]
`
`85/85
`
`

`

`Exhibit (cid:23)
`
`(cid:3) (cid:3) (cid:3) (cid:3) (cid:3) (cid:3) (cid:3) (cid:3)
`
`

`

`2/4/2021
`
`Sony ranks as Asia's top brand, says Campaign magazine - BBC News
`
`https://www.bbc.com/news/business-14009880
`
`1/3
`
`

`

`2/4/2021
`
`Sony ranks as Asia's top brand, says Campaign magazine - BBC News
`
`https://www.bbc.com/news/business-14009880
`
`2/3
`
`

`

`2/4/2021
`
`Sony ranks as Asia's top brand, says Campaign magazine - BBC News
`
`https://www.bbc.com/news/business-14009880
`
`3/3
`
`

`

`Exhibit (cid:24)
`
`(cid:3) (cid:3) (cid:3) (cid:3) (cid:3) (cid:3) (cid:3) (cid:3)
`
`

`

`2/16/2021
`
`Sony on the Forbes List
`
`https://web.archive.org/web/20130410095244/https:/www.forbes.com/companies/sony/
`
`1/3
`
`

`

`2/16/2021
`
`Sony on the Forbes List
`
`https://web.archive.org/web/20130410095244/https:/www.forbes.com/companies/sony/
`
`2/3
`
`

`

`2/16/2021
`
`Sony on the Forbes List
`
`https://web.archive.org/web/20130410095244/https:/www.forbes.com/companies/sony/
`
`3/3
`
`

`

`Exhibit (cid:25)
`
`(cid:3) (cid:3) (cid:3) (cid:3) (cid:3) (cid:3) (cid:3) (cid:3)
`
`

`

`2/16/2021
`
`Sony on the Forbes World's Most Valuable Brands List
`
`https://web.archive.org/web/20140221132648/http:/www.forbes.com/companies/sony/#
`
`1/3
`
`

`

`2/16/2021
`
`Sony on the Forbes World's Most Valuable Brands List
`
`https://web.archive.org/web/20140221132648/http:/www.forbes.com/companies/sony/#
`
`2/3
`
`

`

`2/16/2021
`
`Sony on the Forbes World's Most Valuable Brands List
`
`https://web.archive.org/web/20140221132648/http:/www.forbes.com/companies/sony/#
`
`3/3
`
`

`

`Exhibit (cid:26)
`
`(cid:3) (cid:3) (cid:3) (cid:3) (cid:3) (cid:3) (cid:3) (cid:3)
`
`

`

`2/16/2021
`
`Sony on the Forbes World's Most Valuable Brands List
`
`https://web.archive.org/web/20150629095559/http:/www.forbes.com/companies/sony/
`
`1/3
`
`

`

`2/16/2021
`
`Sony on the Forbes World's Most Valuable Brands List
`
`https://web.archive.org/web/20150629095559/http:/www.forbes.com/companies/sony/
`
`2/3
`
`

`

`2/16/2021
`
`Sony on the Forbes World's Most Valuable Brands List
`
`https://web.archive.org/web/20150629095559/http:/www.forbes.com/companies/sony/
`
`3/3
`
`

`

`Exhibit (cid:27)
`
`(cid:3) (cid:3) (cid:3) (cid:3) (cid:3) (cid:3) (cid:3) (cid:3)
`
`

`

`The World's Most Valuable Brands - 2016 (Forbes) | Ranking The Brands
`
`https://www.rankingthebrands.com/The-Brand-Rankings.aspx?rankingID=334&year=1053[6/25/2020 12:41:12 PM]
`
`1/4
`
`

`

`The World's Most Valuable Brands - 2016 (Forbes) | Ranking The Brands
`
`https://www.rankingthebrands.com/The-Brand-Rankings.aspx?rankingID=334&year=1053[6/25/2020 12:41:12 PM]
`
`2/4
`
`

`

`The World's Most Valuable Brands - 2016 (Forbes) | Ranking The Brands
`
`https://www.rankingthebrands.com/The-Brand-Rankings.aspx?rankingID=334&year=1053[6/25/2020 12:41:12 PM]
`
`3/4
`
`

`

`The World's Most Valuable Brands - 2016 (Forbes) | Ranking The Brands
`
`https://www.rankingthebrands.com/The-Brand-Rankings.aspx?rankingID=334&year=1053[6/25/2020 12:41:12 PM]
`
`4/4
`
`

`

`Exhibit (cid:28)
`
`(cid:3) (cid:3) (cid:3) (cid:3) (cid:3) (cid:3) (cid:3) (cid:3)
`
`

`

`
`
`
`
`

`

`Welcome to Interbrand
`Best Global Brands 2016
`
`We closed 2015 with a clear understanding that the best
`brands in the world embody a simple and important principle
`in the Age of You: They move at the speed of life.
`
`This means that the most successful brands—the ones with
`the most presence in people’s worlds—are designed to live
`in moments, even as they scale and push boundaries. These
`brands empathize with individual’s priorities, meeting people
`where they are, when they want to be met.
`
`In 2016 and beyond, the need to connect to people,
`to be more personal, is a critical element of brand and
`business growth.
`
`2
`
`While growth is a singular goal, it’s a complex subject that
`can be opened up, explored, and dissected, all with the aim
`to accelerate and sustain it—and where better to start than
`with the Best Global Brands?
`
`This year we’re going behind the Top 100 to find out how the
`Best Global Brands defin