1971- , - . , .
1981 IBM , . , Ford . Ford , . Apple's 1. . - , , IBM: (-) (-, ). , , , . , IBM .
. , , , : , . . . 1993 , , , , Nabisko, ø. IBM . ø , , , .
1990 , . 1994 , IBM Ogilvy & Mather.
- . , , IBM, , , - .
, 1996 , , IBM 50 .
|
|
IBM , 2000 , , - , , , .
, IBM , , , .
Interbrand, IBM , Coca-Cola Microsoft.
. IBM , | , , .
. , IBM, , , - .
. IBM , 1990-. Business Week: IBM . ( , 2001.)
: www.ibm.com
: 1896 . -: .
- :
1. IBM .
2. 2002 53 , 42 100 5 1 .
3. .
4. 60 , .
28. Wal-Mart: -
- Wal-Mart , , . , Fortune, 500 250 .
, (1992), Wal-Mart , 1945 ( 27 ) -. - .
, : , , .
Wal-Mart . , - . , , .
|
|
. Wal-Mart , . , . , , .
. , , . . , , . , , , .
, , . 200 000 . 1990- . , Wal-Mart .
, , , .
, , Wal-Mart . Asda, , , . Wal-Mart (3000 , ), ' .
. , .
, . , , , .
: www.walmart.com : 1962 . -: .
- :
1. 1962 , , , : , , .
2. 2003 Fortune Wal-Mart .
3. 100 Wal-Mart .
29. McDonald's:
, McDonald's . , McDonald's. , , McDonald's , . , 80 000 .
|
|
, , , , , , , . . , , McDonald's .
1948 , , -- () , . , : . , . . , , , .
, . 1954 McDonald's . , . , McDonald's. 1961 .
, McDonald's , , . , , . - : , . , . , , - . .
, , . . , McDonald's : . 1967 , . 1990 McDonald's . McDonald's , , .
, , . , .
1990- . , . 11 . 1990- . 20 , , .
. - McDonald's. , , , . . : , .
|
|
McDonald's , . , . , Disney, .
McDonald's . . (2003) . McDonald's 1970-, : . , - . , Coca-Cola , , , , . ? . , . . (1985) . : , . : , , , . . , , . , , McDonald's .
, , McDonald's , , .
, . , . , , .
, McDonald's . , McDonald's , , , .
- BBC's Money Programme: , . McDonald's .
, Interbrand, : , .
- . McDonald's . - . , Arch Deluxe, .
, McLibel Trial, . - , , McLibel Trial. , McLibel Trial , , , Naomi Klein's No Logo, .
. McDonald's Burger King. . : McDonald's , . , Subway, -, . , - McDonald's. , McDonald's , . , 2000 2010 .
|
|
, , . , , , , , , . Philip Morris . : , XXI .
, McDonald's . , : , , , . McDonald's.
. , . McDonald's - , , : .
. , , . : , .
. . .
: www.mcdonalds.com : 1954 . -: .
- :
1. McDonald's .
2. 30 000 119 .
3. McDonald's 47 .
30. Nike:
, , , Nike. Nike 1964 . , - , , , .
. , , , , , Adidas. Nike , . . , . , Nike, . , , . , . , 1979 Nike Air , , . 1980- , Audi Fiat, Pegasus (1988), Air Max (1987), . Nike Air Jordan, .
Michael Jordan , Nike, . , Nike .
, , . , , .
. , - . , . , , , . . : Nike Nike ?
-, . , . , , , . , . The San Francisco-based Global Exchange 1998 Nike . , Nike , 80 , , . Nike 20 , , .
Nike. Nike Town store, 5- -, Fox: Nike, , .
Nike, , . , . 90- , - , . 14- -, Air Jordans , .
, , Nike. , , , .
, , Nike.
Nike ,
. , . Global Exchange , - , . , , 18 .
2003 , Channel Four, , Nike . , , . , , . .
-, Nike , . , , , , . , . , - , , . Nike , , , , .
, Nike, . , .
Nike , . , - Nike, - Starbucks, , Fast Company, , , , . , , . , .