Brand consultancy firm Interbrand, has unveiled its yearly “Best Global Brands” study for 2012. The report rates what it believes the 100 most respected and valuable brands on conditions which include financial performance, the role the brand plays in having an influence on the choices made by consumers along with the brand’s capability to assist its parent’s earnings.
The American Marketing Association describes a “brand” as “a name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” A number of marketing researchers claim that brands are amongst the most beneficial assets that a company possesses.
In-spite of the status quo at the top of the list, eight out of the remaining top nine brands changed ranks from the previous year. Apple, moved from 8 to 2, whilst Samsung improved to the 9th spot from 17. Noticeably , two brands that slipped in ranking during the past year are Disney, falling to 13th spot from 9, and Hewlett-Packard, which fell to No. 15 from No. 10.
Interbrand’s methodology in compiling their report examines the continuous investment and management of the brand as a business asset.
As a result their methodology considers all the many different ways in which a brand touches and contributes towards the organization, from luring and holding onto skilled individual to delivering on customer expectations. The final value, in turn, can then be utilized to assist brand management and make it possible for organizations to make better, more knowledgeable choices. The three crucial factors that help with the evaluation are:
- The financial performance of the branded products or services.
- The role of brand in the purchase decision process.
- The strength of the brand
To view the top 100 brands for 2012 – click here