Deciding which brands are the most influential is a difficult task. Whomever is making the decision about how influential the brand is has to take into account financial performance, the role the brand plays in influencing the choices made by consumers and the brand’s ability to help its parent’s earnings (Stuart Elliott, The New York Times, October 1st, 2012).
The brand consulting company that created this specific list of the top global brands is called Interbrand and is owned by the Omnicom Group. They decided that the top brand was “Coke” with “Apple” coming in a close second. One of the reasons why the results were interesting was because six of the top 10 brands were technology brands. This particular finding is interesting because branding is all about knowing human beings and “It’s irony, a group of technology companies showing the way how to be human”(Jez Frampton, Stuart Elliott, The New York Times, October 1st, 2012)
Another interesting fact found from the study is how much companies can rise and fall in the standings. Some companies rose up to 30 spots and others lost up to that amount in only one year.
Branding is important to a company but it is difficult to determine how well a company brands itself.
The New York Times, List of Global Brands Keeps Coke on Top, and Apple Jumps Up, Stuart Elliott, October 1st, 2012.
Picture: http://www.squidoo.com/coca-cola-logo