"It was messy and a bit odd, " says Raymond Perrier, head of brand valuation at Interbrand.
Interbrand, a leader in brand management, has released a list of the Best Global Green Brands 2011.
The report, conducted by independent international corporate identity consultant Interbrand, placed Giordano at No. 20 on the list.
Rita Clifton, chairman of Interbrand, a consultancy, says that this strategy can work.
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Historically, says Alex Carpenter of Interbrand, brands were used in financial services in their most basic form: to denote the origin of a product.
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"Giordano has done well, but on a world stage, the label is not really there yet, " says Shauna Li, associate director with Interbrand's Singapore office.
The Interbrand report commends 3M for first setting up an environmental policy in 1975, offering more eco-friendly brands to its customers and its energy management programs.
To understand just how far Samsung has to go, consider the ranking of the world's top brands, as quantified by consultancy Interbrand, based in New York.
Raymond Perrier of Interbrand Newell and Sorrell (which, despite the Sorrell, is part of Omnicom) admits that firms are often suspicious of the advice given by their agencies.
"The Chinese need a Sony: a company that will stand for high quality, that will produce incredible amounts of innovation, " says Martyn Straw, president of brand consultancy Interbrand in New York.
"The Chinese need a Sony: a company that will stand for high quality, that will produce incredible amounts of innovation, " says Martyn Straw, the president of Interbrand, a brand consultancy in New York.
This view is often reinforced by InterBrand, Brand Finance and others that rank the most successful brands with the most accrued brand equity: only a small handful of B2B companies make their Top 100 lists.
At its recent introduction of the Rezound, the company crowed that it had been named the best-selling smartphone brand in the US in Q3 and that it was the leader in 4G smartphones. (The NPD Group, my employer, supports the second claim but not the first.) HTC also noted that it had cracked the Interbrand 100 list of best global brands after only five years of brand promotion.
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