Tag: Top Brands

The ten most most valuable brands in the world

Brand Finance has published its 2010 Global 500 Survey of the world’s most valuable brands.

Brand Finance’s league tables provide a point in time valuation of leading global, sector and regional brands enabling clients to track their brands’ performance on an annual basis.

A brand valuation provides an objective framework within which crucial decisions around marketing and branding strategy can be made objectively and with a high degree of financial rigor. Subsequently, investment decisions can be made in the context of their impact on business value in order to understand more accurately the return on marketing investment.

Here are the top 10:

1. Wal-Mart (-) – 41,365$M
2. Google (+3) – 36,191$M
3.  Coca Cola (-1) – 34,844$M
4.  IBM (-1) – 33,706$M
5. Microsoft (-1) – 33,604$M
6. GE (-) – 31,909$M
7. Vodafone (+1) – 28,995$M
8. HSBC (-1) – 28,472$M
9. HP (-) – 27,383$M
10. Toyota (-) – 27,319$M

Full top here

Posted on by Daniel 4

Brand Attack on the Ries’s Blog

Well seems that the topic I mentioned here just a little earlier, Brand Attack on the Rise, was took over as a main subject on brand guru Laura Ries’s Blog, in a post on how and when a brand shoul attack.

In general, the leader should never attack or name the competition. Instead the leader should promote the category. By attacking a competitor or responding to an attack ad, the leader only legitimizes the competition and the existence of a choice. Neither is good.

If under attack, a leader should instead address any problems with PR. Never with advertising. When Apple says consumers are frustrated with Vista in its advertising, Microsoft shouldn’t run ads saying everybody loves Vista.

That above, is just a quote. More, with examples and details on Ries’s blog here.

Posted on by Daniel 0

Millward Brown classification of Great Britain’s best-known brands in 2006

Google was the best-known brand in Great Britain in 2006, although it only spent EUR 2 million on advertising, a survey carried out by consultancy company Millward Brown indicates.

2006 was the first year when Google was included in the Millward Brown classification since 1998. The world’s most popular search engine has risen to the first place in the Great Britain top of brands; the position Google occupied comes counter to the connection Millward Brown usually set between the brands’ advertising expenses and the position in the top. Most of the EUR 2 million Google allocated to advertising last year went to online advertising, according to Nielsen Media Research data.

The second place in the top went to Microsoft, with EUR 59.6 million advertising budget; the next places went to McDonald’s (EUR 48.6 million), Nokia (EUR 26 million, the former first place in 2005) and Tesco. The remaining positions in the top ten went to Coca-Cola, Colgate, Nescaf�, Ford and Vodafone.

Millward Brown considers the brands with a potential for growth one should keep an eye on are Marks & Spencer and the Apple iPod, alongside Google, 3, Asda, Red Bull, O2, MySpace, Virgin Mobile and Starbucks. Despite the negative publicity brands such as McDonald’s and Coca-Cola were affected by in 2006, as a result of debates over obesity among children, both companies managed nevertheless to rank high in the top.

Posted on by Daniel 1

Google Tops Landor Associates Top Brands of 2006

Landor Associates, the world’s leading branding and design consultancy conducted a survey of the most popular brands among consumers, which rates the best and worst brands.

The rankings were compiled from more than 2,000 interviews carried out by a New York design agency, Landor Associates. Its managing director, Allen Adamson, said inclusivity was a critical factor for the year’s successes.

“One thing they’ve all got in common is that they appeal to multiple segments,” he said. “Google’s become the starting point for the internet experience of almost everyone – be it the chief executive or the head [lavatory] man. At Vegas, you’ve got families with kids sitting next to people who are there to escape from their families.”
Continue reading →

Posted on by Daniel 1

Trends in Loyalty Marketing

Brand loyalty will diminish as the defining metric of success. Marketing strategies will become more varied.

Brand loyalty reduces customer loss, which improves business growth. You are not replacing lost customers to stay at the same sales volume. Customers must have a favorable attitude toward the product to develop loyalty.

Looking at the future of [tag]loyalty[/tag]-[tag]marketing[/tag] [tag]innovation[/tag], three major trends will emerge.
Continue reading →

Posted on by Daniel 0

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 0

Key Attributes of A Great Brand

A great brand is hard to find and even harder to build. It doesn’t matter if your company is Wal-Mart, your own small grocery store or yourself, every one of them want a great brand, one that exemplifies its best qualities and makes every customer want to purchase its products or services. No one-element makes up a brand. It is both a physical and emotional trigger to create a relationship between consumers and the product or service.

What are the qualities, the attributes, that turn a brand into a great one? I’ll try to put up a list of them here, and I’m looking forward for the readers of this blog to fill in the gaps that might come up:

1. An idea
Behind every brand is a compelling idea, which captures customers’ attention and loyalty by filling an unmet or unsatisfied need.

2. Uniqueness
Does it differentiate you from the other organization in your market?

3. Attractiveness
Does your brand appeal to people? A great brand makes sure that consumers can understand your promise and are attracted by it.

4. Honesty
Customers want to believe the promises made, and they are quick to spot insincerity and over-exaggerated claims. Make sure your brand promises are achievable and can get to the customer.

5. Consistency
Regardless of brand choice and implementation, consistency is one key attribute of a great brand. You must ensure that every aspect of your organization, from marketing materials and Web sites to customer service personnel, maintains the values outlined in your brand.

6. Long term thinking
A long-term approach, makes easier for a brand to travel worldwide, transcend cultural barriers, speak to multiple consumer segments simultaneously, create economies of scale, and let you operate at the higher end of the positioning spectrum. Consumers are looking for something that has lasting value.

7. Relevancy
A great brand has to be relevant. It has to meet what people want, it performs the way people want it to.

Posted on by Daniel 1