Products have now turned into brands and because of this; companies are investing heavily in them so that their brand name can be recognized. There is nothing related to share of mind but now it’s all about share of heart. For this reason, branding plays the leading role.
Interbrands has just pointed out some of the most famous and popular brands and their rankings. In year 2010, we have Coca Cola and this year again; it has ranked number 1 with the highest brand equity and is ruling the world. This is not the first time when Coca Cola has ranked number 1.
Coca- Cola has been standing at the first place from the last decade. According to Interbrands, Coca Cola possesses a brand equity of $70 billion which has a rise of around 2% over a period of one year. IBM is still holding the second position in Top 100 brands of the world. It has also been showing a consistent and steady performance throughout the decade. IBM is a brand worth $64 billion; it stands second with the Interbrands ranking for year 2010. Within the last few years, IBM has risen to a certain level where it proved to have the ability to become one of the top brands in the world.
Another brand that stood 3rd on the ranking is the Computer Software providing US based company named as Microsoft. The brand has stood 3rd even in year 2009, and it’s the same in 2010. Microsoft is worth $60 billion with a 7% change in the brand’s value for year 2010.
Google, US based Internet service provider has managed to get itself at the 4th position this year having a 36% change in the brand value. This brand has risen despite of the global recession and has now a worth of $43 billion.
Recession has affected every single brand globally and they have turned out to be the biggest victims. There are numerous brand that have suffered a downfall and they are unable to retain their prior ranks and even have fallen down. The major victim according to Interbrands is the Citi group. The brand was ranked 19 in the Interbrands 2008 rankings. Because of the global recession, the brand’s value has fallen down to 40 in year 2010 with a downfall in brand value of -13%.
This branding list by Interbrands is being published every year. If you want to make your brand qualify for it, the brand should be publicly offering its financial data and also should be able to record at least 1/3 of its revenues from outside its country of origin. This is because it would be easy for them to measure the brand loyalty of such brand which are truly global in the actual sense. This is the reason why Wal-Mart does not exist here as it is not able to generate enough of its revenues internationally.
No matter wherever we go, wherever we look, we have ads placed all around along with hoardings! Some of the brands you may find familiar but some of them are new. While you switch on the Television, you will see a large number of ads and certainly, there is simply no escape from it. We can simply name it that our lives have been practically filled with a variety of brands. We have been so much into brands that sometimes we are able to identify the products because of the brands. Welcome yourself to the world of Advertising!!
Advertising is an extremely old concept. It is all about making identities, brands and selling out the products during different periods. As television came up, the advertising’s impact grew more on our lives. Advertisements create images about the products in our minds, it can be beautiful, and it can be creating a need for the particular product. It does not matter if we need it or we are just ending up buying it anyways.
With the advent of technology, we are experiencing the magical world of advertising. Everything, even our live styles have become extremely predictable in every manner. This has been exceptionally helpful in taking advantage of creating different sort of needs and wants in the Business market. The clothes we wear, the car we drive, and the particular kinds of shoes we want. Unintentionally, we end up buying such good and services that have been repeated in most of the ads.
It is extremely funny when we happen to think about it, every time when we go to a super store to just buy a toothbrush; we end up with 20 more items in hand. This is because; we have too many brands and options available. The advertisers may have a lot many times created the brands’ images, putting them in our minds and creating a need for them. They are always looking out for insecurities and then creating demands. Most of the times, we may have been plunged away by the gorgeous and glamorous models who are endorsing the different brands and the miracles they perform in our lives. However, may be deep inside we know that different items are not going to work in the practical world, nevertheless, we still get ourselves get carried away.
Apple has been working as a dictator; however, Adidas, German brand for sports apparel is the most recent one to snub them off on that account. Adidas has reportedly pulled out its $10 million for an ad campaign deal that was signed with Apple for the concluding over-controlling scenery. Adidas, which has been in talks with Apple for the particular deal that involved mobile advertisements by making use of Apple’s iAd service, which got discontented as Steve Jobs Apple CEO was actually being a control freak.
The final move actually followed Apple again rejecting one of the most creative concepts for the third time.
Apple was just trying to have an unusual control over the entire ad creation procedure, as it was even complained by the advertisers into what and how they want it to appear, the third-party ad ration tools were lacking behind along with several other issues. Apple may be planning to initiate the procedure once it is particularly comfortable with the complete program, but actually some of the advertisers just lost their patience.
Moreover, it is not only about Adidas. Another prestigious and high-ranked customer lately bowed off by Apple’s scheming ways was Chanel, who chose to cord in some other media partners.
Products are turning into brands and companies are heavily investing in their products to make them recognized brands. The competition is no more for the share of mind now it has raised to achieve the share of heart. For such branding plays the dominant role.
Interbrands has just taken out their famous brands ranking and again Coke with the highest brand equity is ruling the world again. This is not happening for the first time that Coke is at number 1 place. Coke has been number 1 in the brands ranking since last ten years. According to Interbrands, Coke has the brand equity of $68 billion which is actually a 3% rise over a period of one year. According to Time Magazine, Coke has launched 700 products in 2008.IBM holds number 2 position in Top 100 brands of the world. This brand has also shown consistant performance during the decade. With a brand worth of $60 billion, IBM is at number 2 in Interbrands ranking. During the last few years, a brand has risen to a level where it looks like that it has the ability to compete with the top brands in the world. Although, Americans just love Coke and their love and affection with this drink looks simply invincible but a brand is rising and despite the global recession this brand has shown 25% growth and jumped to a brand worth of $32 billion. This brand is none other than Google who has even replaced the word of searching with “Googling”. Also Google has come up with so many innovative products in the recent past with the latest addition in the browser industry named Google Chrome which is two times faster than the browsers available.
Global recession has effected the financial institutions like anything and they are the biggest victims of it. American Express with a 32% downfall at number 22, HSBC with a 20% downfall at number 32. But the biggest victim in financial sector according to Interbrands is Citi group. Citi group used to be at number 19 in 2008 rankings. Due to global recession, the brand has fallen down to number 36 with a downfall in brand equity of 49%.
Interbrands publish this branding list every year. For a brand to qualify for the list, a brand must offer publicly available financial data and must book at least one-third of its revenues from outside its country of origin. The reason why Interbrands has mentioned this speared is to gauge the brand loyalty of those brands who are truly global in a real sense. That is why Walmart is not in the list because it does not generate enough internationally under this name.