There is no better way to learn the game than to watch the masters at play. And then you practice, practice and practice! And when it comes to branding, the folks at Millward Brown – “a leading global research agency specializing in advertising, marketing communications, media and brand equity research, we’ve been in the business of brands for more than 35 years” – make it easier for the rest of us by letting us know who the master are.
This year’s list of the most powerful consumer brands has Apple on top with an 84% increase in brand value. And who has recently been dethroned? Google, which has the honor of topping this list four years in a row! Add to the mix the news that the Chinese search engine Baidu is now 29th with a 141% increase in brand value in the last year, it is no wonder that Google is tweaking everything from its algorithm to its overall consumer package. That is the mark of any good brand – the willingness to adapt and innovate. The success of Starbucks in refreshing its image, with a 40% increase in brand value, is indication that focused brand revitalization works.
The takeaways from the BrandZ top 100 list:
- The most successful brands offer a top quality product or service and are thought leaders.
- These are the companies that chart the course and they consistently deliver quality.
- They come from across industries and from around the world.
- There is room at the top for the veterans and the rookies.
Facebook entered the top 100 list at 35th with a 246% increase in brand value. They don’t have to worry about revitalization yet!