Best Global Brands 2011
Interbrand’s Best Global Brands 2011 follow an ordinary scheme: Apple, Google, IT grow strong; http://eicker.at/Brands2011
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Gerrit Eicker
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Gerrit Eicker
Social Media Metrics and ROI
Which social media marketing metrics matter? http://eicker.at/2f What about social media values and ROI? http://eicker.at/2g
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Gerrit Eicker
Best Global Brands 2010
Same procedure as every year: Google and Apple gain strongly in the Best Global Brands rankings 2010; http://j.mp/d6C9XU
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Gerrit Eicker
Interbrand: “IBM, Microsoft and Google lead Interbrand’s 11th annual ranking of the ‘Best Global Brands.’ Google (#4) sees a 36% increase in value over last year, bringing the brand closer than ever to rival Microsoft (#3). HP (#10) enters the top 10 for the first time, having increased brand value under a new business model and brand platform. For the 11th year straight, Coca-Cola (#1) retains its top spot as the number one ranked brand on the list. … A number of prominent brands faced extraordinary crisis in 2010 resulting in stalled growth, value loss and in the case of BP, failure to make the ranking this year. BP’s environmental disaster and inability to make good on its brand promise of ‘Beyond Petroleum’ led to it falling off of the list and helped competitor Shell emerge as an industry leader, now ranked number 81, up from number 92 in 2009.”
Interbrand on Google: “As Google continues its upward path, it increasingly finds it difficult to reconcile its brand promise, ‘Don’t be evil,’ with the realities of a powerful global brand. Although it continues to leverage this messaging through investments in Google.org (its not-for-profit philanthropic arm) and a number of other initiatives, its access to user information and what it is doing with it is increasingly being scrutinized. Recently, it compromised a key value – trust – when it violated 176 million users’ privacy with Google Buzz. And though its effort to pull out of China, which was censoring the search engine, and realign with its message demonstrated its commitment to its promise, only a few months later, it was quietly persuaded to work with the regime again. Still, Google’s reach and record for innovation is undisputed. Expect the brand to continue to diversify and expand, even as it experiences increasing backlash.”
Interbrand on Apple: “Apple had another great year. Negative buzz over the iPad name was quickly replaced by glowing sales and avid converts. Meanwhile, the iPhone 4’s sales reached the 1.5 million mark its first day. It continues to control its messages very carefully, which creates enormous buzz and anticipation. Advertising campaigns and interactive websites remain distinct and consistent, keeping the role of brand exceptionally high. If the brand has one fault, it’s the failure to provide perfectly functioning new products. This year, iPhone 4’s reception glitches warranted a public apology from Steve Jobs – and left the door wide open for public criticism. Apple could also improve its corporate citizenship profile, which remains neutral. While it partners with the PRODUCT (RED) Global Fund, this remains relatively unknown.“
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Gerrit Eicker 04:48 on 5. October 2011 Permalink |
Shanbhag, Interbrand: “Today we’re seeing an upheaval in the technology sector unlike any before. Driven by changes in the technology itself, we’re seeing brands that didn’t exist a few years ago driving the conversation. Teenagers like Google, Baidu, and Amazon are powering forward by blurring the lines between business models to create user value, while upstarts like Facebook and Zynga are creating business models that simply never existed. – But, for all the brand value being created, there is an equal amount of upheaval taking place with what might be considered the elder statesmen of the tech world. Whether it is Dell or HP, Intel or Microsoft, SAP or Oracle, the story is the same. Brands that once held the key to the hearts and wallets of the tech public aren’t what they once were. … So, what’s driving this change? It isn’t that the technology has changed (which it has), or that new technology has expanded what people can do with it (which it has, too). It’s that the world has changed. … [T]echnology brands from yesterday that stand the greatest chance of surviving today’s upheaval are the ones who have turned their attention to their audiences and focused on brand relevance. They are asking what matters to users and what will matter, and building entire portfolios of brands, products, and offerings that address the needs of today and tomorrow. They’re finding a space for themselves in the new tech order by putting real innovation – in product and point of view – front and center. In a way, they’re simply taking a page from the competition’s play books.”
Perlmutter, Interbrand: “It’s no surprise that Customer Experience has become critically important for brands. The evidence is mounting and has become almost cliché at this point. Jeff Bezos, CEO of Amazon.com, put it in the most basic terms: ‘Your brand is formed primarily not by what your company says about itself, but by what the company does.‘ With a net promoter score at 70 percent – among the highest of all companies according to Satmetrics, and an impressive 34 percent year-or-year brand value increase in the Interbrand Best Global Brands ranking, he has the ear of many industries. … Simply put, many companies are not yet set up to deliver the best possible customer experience. Marketing and operations are not well connected, customer understanding is weak, and overall, no one person or department is held accountable for bringing it all together on behalf of the customer. … Strong brands like IBM have an aligned company mission and brand meaning that is reinforced throughout all they say and do. And look closely at brands known for a successful, well-defined customer experience – Virgin Airlines, W Hotels, US Airways, BMW Mini, Whole Foods – and you’ll find a well-activated brand strategy as the foundation. … If brand strategy is the catalyst for change, then customer understanding is the roadmap. … Some companies have capitalized on having an intimate understanding of customers’ needs and the ability to anticipate desires. They have then used these insights to improve their customer connectedness with appealing products and services and involving marketing programs that engender loyalty. … Some of today’s best brands are successful because they are authentic. Pure and simple, they stay true to who they are, and they are well differentiated as a result. … Activating an effective customer experience transformation is no small feat for any company. But for those looking to make some headway, using brand strategy to set the course for orchestrating what’s needed, is a great place to start.”