Category: Top Brands

UK Superbrands

Microsoft has taken first place in this year’s Superbrands Awards, intended to recognise the highest standards of branding.

The BBC came second, with British Airways third and Mercedes-Benz and Porsche taking fourth and fifth respectively. Marks & Spencer proved its return to favour with the public by taking sixth place.

The Superbrands Council, which includes direct marketing guru Drayton Bird and the co-founder of Innocent drinks Richard Reed, considered more than 1,200 brands. Of these, 650 were selected and rated by a 2,373 strong consumer panel, coordinated by market research company YouGov.

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Best Global Brands by Value – 2006

The previously announced Interbrand & BusinessWeek 2006 Best Global Brands by brand value is finally out with no major movements in the top 10.

Brand value is calculated as the net present value of the earnings the brand is expected to generate and secure in the future for the time frame from July 1, 2005 to June 30, 2006. To be considered the brands must have a minimum brand value of US$2.7 billion, achieve about one third of their earnings outside of their home country, have publicly available marketing and financial data, and have a wider public profile beyond their direct customer base.

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Telecoms Lead AdAge’s Top 200 Brands by US Ad Spending

In this 200th post of this blog and waiting for the soon to be released Interbrand‘s Top 2006 Global Brands Report, I’m here to present AdAge 2005 Top 200 Brands List by US Ad Spending.

Is worth noticing that Ford was pushed out of the Top 3 by telecommunication companies which became top us Ad spenders: Verizon Communication (Verizon), AT&T (Cingular) and Sprint Nextel Corp (Sprint) with a combined spending of $4bn.

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Top 10 Brands – Harris Interactive “Best Brands” Survey

Sony is leading the Harris Interactive “Best Brands” survey for the seventh year in a row. Apple is the gainer making in the top 10 this year, while the loosers of the year could be considered Kraft Foods which is loosing 6 places (from 3rd to 9th) and General Motors which dropped from No. 8 to No. 17.

“We would like you to think about brands or names of products and services you know. Considering everything, which three brands do you consider the best?” was the question asked and answered by 2,351 U.S. adults surveyed online by Harris Interactive® between June 7 and 13, 2006.

Survey responses were unaided and a list of brand names was not presented to respondents. The results from this survey cannot be compared to results of the Harris Interactive 2006 EquiTrend Brand Study results, as the methodologies for the surveys differ.

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(Another) Top 10 – Strongest Brands in America

Harris Interactive released the 2006 results from the EquiTrend Brand Study. Despite all expectations, I would say, the strongest brand in America came to be Reynolds Wrap who scored highest among more than 1,000 brands whithin 39 categories in a survey of 25,666 consumers

EquiTrend has been designed to be a concise and efficient way of obtaining quality, well-rounded information about the critical elements of a brand’s health. Its seven key measures help determine a brand’s stance amongst competitors, within other categories, and in comparison to world-class brands. The study measures brand health using the following seven key measures:

1. Equity
2. Familiarity
3. Quality
4. Purchase Consideration
5. Overall Relevance
6. Brand Expectations
7. Distinctiveness

The final top 10 looks a little odd for me as none of the brand-icons made it in the first ten, actually I would rather name it Top 10 Grocery/Convenience Store Brands. Or as AdAge put it:

Reynolds also topped such icons as Coke, Pepsi and McDonald’s. It blew away the ubiquitous Nike. It outclassed Mercedes and Lexus. It left the hip iPod in the dust.

But well here is their top 10:

  1. Reynolds Wrap Aluminum Foil
  2. Ziploc Food Bags
  3. Hershey’s Milk Chocolate Candy Bars
  4. Kleenex Facial Tissues
  5. Clorox Bleach
  6. WD-40 Spray Lubricant
  7. Heinz Ketchup
  8. Ziploc Containers
  9. Windex Glass Cleaner
  10. Campbell’s Soups

The official Harris Interactive announcement here.

Posted on by Daniel

Yet Another Brands Top 10

Another month, another top of brands. Another brand consulting company, Millward Brown Optimor, decided to set-up another way of having brands ranked, so we got another top where Microsoft got the first place.

This time the goal of the study was to calculate the value a brand is expected to generate for its owner in the future. The top brands were shown to contribute tens of billions to future earnings..

The top was calculated base on three criterias:

  • brand’s earning power going forward
  • intangible earnings, which was based on financial data for a brand owner’s business, such profits and operating costs;
  • brand contribution, which used survey data from 650,000 consumers on how brand affects their purchasing decisions.

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Most Popular Brands With Teens Worldwide

Teens are mostly influenced by the culture of brands. Once dominant, U.S. labels now account for just half of the 10 brands that are favorites among teens globally, based on a new study entitled “GenWorld,” conducted by Energy/BBDO and obtained exclusively by WWD. That’s down from the eight U.S. brands that made teens’ top 10 in 1995, when Chip Walker, executive vice president at Energy/BBDO, last did comparable research on teens, for the former agency D’Arcy Masius Benton & Bowles.

Branding experts differ on the chief causes of the apparent loyalty shift. They cite factors that range from deft, low-key marketing and product innovation by firms to a political pushback by young consumers. Smart brands win teen market share by allowing teens to be part of a brand “story,” experts say. Mr. Walker names the global teen “passion points” as music, media, sports, and communication.

Still, not all experts see country of origin as an issue with teens. Some doubt whether many US teens could name Adidas’s home base.

“For today’s teens, online buzz is king, and peers hold the most sway. What applies to young people is ‘Did it break? And did my friends say it was cool?’ [It’s an] opinion process that goes on through IMs and text-messaging, and it applies to everything from movies to cargo pants.”

says Jim Taylor, vice chairman of the Harrison Group who has worked with the trend-watcher firm Intellisponse on its annual surveys of what (primarily US) teens want.

10 Most Popular Brands With Teens Worldwide

Rank
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.		 Favorite Brand 2005
Sony
Nokia
Adidas
Nike
Colgate
Nestle
Cadbury
Coca-Cola
M&Ms
Kodak		 Favorite Brand 1995
Coca-Cola
Sony
Adidas
Nike
Pepsi
Kodak
Colgate
Disney
M&Ms
Reebok

If you want to read full Energy BBDO release on the study here is the PDF file (85 kB).

Posted on by Daniel

New Global Brand Valuation Study

Despite its dominance, Interbrand/BusinessWeek global brand league table has inherent weaknesses. This is not news to anyone who works in branding: most marketers accept that the Top 100 is an imprecise but important approximation of global brand equity.

But all this is about to change. Next month global agency group WPP will launch an alternative brand valuation league table that will directly challenge Interbrand’s calculations. The system has been masterminded by chief research officer Andy Farr and his marketing quant jocks at Millward Brown Optimor (MBO).

Here are some insights into this soon to be revealed WPP study:

  • WPP’s annual Brandz survey questions more than 650,000 consumers and professionals in 31 countries.
  • The results are analysed to create a combined diagnostic and predictive tool that evaluates the strength and growth potential of brands.
  • Respondents are asked to compare more than 21,000 brands in 300 categories from sectors including long purchase-cycle brands, FMCG, retail and e-commerce and services.
  • Each respondent is asked to evaluate brands in a competitive context from a category they shop in.
  • Their responses generate scores for levels of bonding with a brand, its advantage over rival brands, brand performance and relevance to consumer needs.
  • Consumer loyalty and claimed purchasing data are used to generate a ‘brand voltage’ score, indicating the brand’s potential.

More here

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2005 Top Brands – Brandchannel Readers’ Choice Awards

Brandchannel published its fifth Annual Reader’s Choice Award, a top of the brands that had the most impact in the passed year.

Over 2500 people from 99 countries voted in the 2005 poll. The greatest number of voters fell in the age range of 26 to 35 year olds, with about a third more men voting as women.

Brandchannel conducts the study each year under the following conditions:

  • Readers are instructed to vote for the brands that had the most impact on them that year.
  • Impact is defined as good or bad. (Bad impact might be a brand like Enron.)
  • The study runs online and is open to the public during November and December.
  • Votes can be cast for up to five brands per region; respondents can only vote once per region but no section is mandatory.

Here is the Global top 10 brands that have the most impact on us in 2005 (in brackets are the previous year positions):

  1. Google (2)
  2. Apple (1)
  3. Skype (new)
  4. Starbucks (4)
  5. Ikea (3)
  6. Nokia (10)
  7. Yahoo! (new)
  8. Firefox (new)
  9. ebay (9)
  10. Sony (new)

Read full article in Brandchannel

Posted on by Daniel