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Google Tops Brandz Ranking
2007-04-25 10:19 [Médiainfó -]

The second annual 'Brandz Top 100 Most Powerful Brands' ranking in cooperation with the Financial Times was announced by Millward Brown.

Google has risen to the top of this year's ranking, taking the number one spot with a brand value of $66,434 million. This was followed by General Electric ($61,880 million), Microsoft ($54,951 million) and Coca-Cola ($44,134 million).

Produced by Millward Brown Optimor, the firm's finance and ROI arm, the ranking identifies the most powerful brands in the world as measured by their dollar value. The aggregate value of all brands in the Top 100 increased by 10.6% in one year, from $1.44 trillion in 2006 to $1.6 trillion in 2007.

The most notable trends emerging from this year's Brandz Top 100 include:

1. BRICs: Striking the balance between global consistency and local sensitivity

The value of international brands including BMW ($25,751 million), L'Oreal ($12,303 million) and Zara ($6,469 million) benefited from growth in emerging markets known as BRICs (Brazil, Russia, India and China). These brands' ability to balance "foreign-ness" and localisation is what allowed them to successfully penetrate the BRIC markets and attract the rising class of disposable income-rich consumers.

2. Converging technologies

Technology companies are extending their brands to respond to the trend of combining voice, data and video technologies. Known as convergence, this trend stems from consumer preference for all-in-one devices. Apple ($24,728 million) is venturing into the mobile phone category with the launch of its iPhone while Orange ($9,922 million) is entering the music download space. Like Apple and Orange, strong brands are able to stretch so parent companies can increase revenue streams by investing in high growth ventures.

3. Delivering on Corporate Social Responsibility

Delivering on the promise of environmental responsibility helped boost the value of major brands including BP ($5,931 million), Shell ($4,679) and Toyota ($ 33,427 million). BP was the first major oil company to address climate change with its 'beyond petroleum' brand positioning. BP executed on that brand positioning to become one of the top three global suppliers of solar energy. Shell followed suit. Toyota's success with its hybrid model Prius contributed to its positive brand image and its continued leadership in the automotive sector.

4. Fast food brands react to health conscious consumers

Rising concerns about healthy eating disrupted the fast food industry that had enjoyed continuous growth since the 1980s. Most fast food chains, including McDonald's ($33,138 million), repositioned themselves with the introduction of healthier food alternatives. Burger King ($1,401million) took the opposite stance through marketing campaigns that called attention to the chain's original offering: the high-calorie and masculine hamburger. Burger King's brand value increased by 63% to prove that strong brands succeed whether they follow or defy market trends.

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