Steelmaker has one of world's strongest brands

2014-03-06T05:30:00Z 2014-03-06T12:59:08Z Steelmaker has one of world's strongest brandsJoseph S. Pete joseph.pete@nwi.com, (219) 933-3316 nwitimes.com

ArcelorMittal has been around for less than a decade, but the steelmaker already has a stronger brand than MTV, 7-Eleven, Estee Lauder and PlayStation.

Intangible asset valuation consultancy Brand Finance named ArcelorMittal one of the world's strongest and most valuable brands. ArcelorMittal, which was formed through a merger in 2006, improved its standing on Brand Finance's global ranking of the top 500 brands.

The London-based consulting firm releases The Brand Finance Global 500 every year to determine which brands are the best-known, and most valuable. Estimates are calculated based on the royalties a company would pay to pay to license a brand if it did not already own it. Apple, Samsung Group, Google, Microsoft and Verizon led the pack this year.

ArcelorMittal was recognized as one of the top 300 brands in the world after rising 26 places to 283 from 309th place last year. The Luxembourg-based steelmaker's brand placed a rank ahead of the Brazilian bank Caxia and just behind Colorado-based satellite television provider Dish Network.

According to Brand Finance's calculations, the steelmaker's brand accounted for 11.3 percent of its overall value. The company's brand value rose to $4.8 billion, as compared to $3.8 billion a year prior.

ArcelorMittal had the highest rank of any steelmaker. Japanese-based Nippon Steel came in 388th globally with an estimated brand value of $3.7 billion, while the German steelmaker Thyssenkrupp ended up 496th with a value of $3 billion.

U.S. Steel, which at one time had such a strong brand it was known simply as "the corporation," did not make the list.

In the brand directory, ArcelorMittal fared highest in performance, earning five out of a possible five stars. The company got four stars for reliability, and three stars each for corporate responsibility, emotional attachment and value for money.

The company's best showing in the Brand Finance Global 500 was in 2009, when it finished 190th in the world.

Locally, ArcelorMittal operates integrated steel mills in East Chicago and Burns Harbor, a global research and development facility in East Chicago, a hot strip mill in Riverdale, a plate mill in Gary, and processing and finishing joint venture facilities in New Carlisle.

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