Companies like Coca Cola and IBM spend millions of dollars advertising their brands. It’s the only way their products and services will be easily recognized by their clients. Once a brand is inside a consumer’s brain, the bond is almost for life. I’ve known a three-generation-family buying Ford automobiles. They would not even think about buying another brand.
Wikipedia Encyclopedia has this to say about brands:
“A brand is a symbolic embodiment of all the information connected to a company, product or service. A brand serves to create associations and expectations among products made by a producer. A brand often includes an explicit logo, fonts, color schemes, symbols and sound which may be developed to represent implicit values, ideas, and even personality. The key objective is to create a relationship of trust.”
In a recent study made by Interbrand, the world’s biggest brand consultancy, Google was included in the list of the top ten best global brands. In a time frame of only ten years, Google is one of the best known brands in the world. That is a great marketing victory.
Below are the top ten best global brands according to Interbrand:
- Coca Cola – United States – Beverages
- IBM – United States – Computer Services
- Microsoft – United States – Computer Software
- General Electric – United States – Diversified
- Nokia – Findland – Consumer Electronics
- Toyota – Japan – Automotive
- Intel – United States – Computer Hardware
- MacDonald’s – United States – Restaurants
- Disney – United States – Media
- Google – United States – Internet Services
It’s interesting to see that 80 percent of the top ten best global brands correspond to products and or services made by U.S. companies. The other two countries are Japan and Finland. This explains the significant cultural influence of the United States around the globe.
Another fact that I would like to highlight, is that fifty percent of the top global brands represent the technology domain. Brick and mortar companies have slowly faded away into the sunset.
Jez Frampton, Interbrand’s Global CEO, reckons this year’s list reflects the turmoil of the current global economy. “The current credit crisis in the US, the growth of emerging markets and the increased emphasis on sustainability are all key trends that resulted in brands rising or failing on the list,” he postulated.
A company’s brand is something to be protected “and a far less volatile asset than others during a time of economic uncertainty,” he said.
In terms of tech companies, Apple, Amazon, Nintendo, SAP, Cisco and Oracle saw significant percentage increases in brand value over 10 per cent, all helping move the companies up the rankings.
I’m curious to see how much will Google escalate on the list, when Interbrand announces its 2009 rankings. So long!