Top 5 Influential Brands of 2013
According to Jeff Bezos, founder of Amazon.com, “your brand is formed primarily, not by what your company says about itself, but what the company does.”
The Business of Doing Brands
In this modern time, there is an ever increasing connecting between consumers and brands. This is as a result of the ever increasing wonders of technology. With the use of social media, a whole new worl of opportunity has opened up to brand developers around the world. This leads to:
Research has revealed that having a clearly defined strategy is fundamental to the objective of the employer’s brand. This was reflected in the opinion of 84% of the sampled population. About 70% of the sampled population of an adequate budget. 59%, in order to communicate the employer brand leverage their career website while 55% of employees are of the opinion that people are willing to work for their present employer. Social media is used by 44% of companies to enhance their brands while the brand strategy is the responsibility of 18% of the marketing department.
Millward Brown Optimor each year releases their brands research pool results that reflects the most influential brands around the world. These ranking of these brands is done by their global value and the evaluation of the opinion of over 200 million consumers from 43 countries around the globe. Here is the list:
This brand finds a way to remain relevant to the consumer needs in an ever increasing and competitive market. Research revealed that the brand has a value of $185 billion and 1% annual change. It was founded on the 1st of April 1976 and presently accounts for about 39% of the US smart phone market. Presently, there are over 401 apple shop worldwide. According to Yahoo Finance, “Despite the fact that the rate of Apple growth has decreased by 95%, the value of the brand has increased by 1% from 2012 to an outstanding $158 billion. In the last 8 years, Apple’s value has increased 1,045%.”
According to Media Informer, “The advent of Google and the emergency of the personalized web means that… brands and their advertising partners just wake up to this challenge and define themselves with clarity, consistency, and authenticity.” The brand is valued at $113.7 billion with a 5% annual change. Between June 2012 and March 2013, the active users of Google grew by 33% amounting to about 359 million active users with 13.7 billion monthly Google searches. According to computer world, “Google benefited from the market dominance of Android and the ubiquity of Gmail. Google is now a serious challenger to Apple… and the world’s second biggest brand. Its value of $11 billion has grown by 5% in the last year.”
According to Interbrand, “IBM, the US-based multinational technology has consistently ranked as one of the world’s most innovative, profitable and sustainable brands and it is still operating at full speed.” The value of this brand is estimated to $112.5 billion with an annual 3% change. It is the second largest company in the world in the field of technology, celebrating its 100th birthday on the 16th of June, 2013. In 2008, IBM has had about 4000 US patents and it was the first US Company to achieve this milestone in one year. According to Yahoo Finance, “At $112.5 billion, IBM’s 3% value decrease is not a substantial figure. IBM is known as a company that consistently delivers year after year…. and it is particularly hailed in the B2B sphere.”
According to Interbrand, “McDonalds, the leading global food service retailer stands out because of its exceptional brand management, significant global presence, leadership in sustainable practices and admirable approach to consumer engagement.” This brand is valued at $90.3 billion and has a 5% annual percent change. It has the 90th largest economy in the world with a revenue over $27 billion. In a day, this company feeds over 68 million persons world wide and that is about 1% of the world’s population. According to Brand Channel, “McDonald’s high repeat purchase international scores…. illustrates the strength of their brands on the attributes that matter most to quick service to customers. Smaller brands need to find ways to differentiate themselves to gain a share in this ultra competitive segment.”
According to interbrand, this brand name is a highly recognized in the beverage industry. “That is the power of the brand. A brand that is always evolving, Coke’s brand promised of fun, freedom, and refreshment resonates nearly everywhere.” This brand is valued at about $78.4 billion and has an annual percentage change of 6%. The logo of this brand is recognized by over 90% of individuals in the world and it is one of the 33 non alcoholic beverage companies that generate over $1 billion in revenue. According to Biz Community, “Coca-Cola has long since been used as an example of how a brand, along with persistent marketing can survive long term in a market with similar products.”
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