Brand Names

[markjay]

http://www.forbes.com/sites/kurtbad...tops-list-of-the-worlds-most-powerful-brands/

 

[Paul/]

Interesting results, 50% of the rating is based on consumer perception and this seems to be the only detail they give on methods used:

130 brand names that were each valued at more than $2.5 billion. The firms surveyed 2,000 global consumers on their perceptions of the brands on 13 attributes like: “invests in innovative ideas and research,” “positively impacts the everyday lives of its customers, “maintains high standards of quality in its products” and “understands and addressees my unique needs.”

...would be interesting to see all 13 attributes and the criteria for selecting the 2,000 consumers.

 

[nick mercedes]

Apple Tops List Of The World's Most Powerful Brands - Forbes

Americans choose American brands.

If a genuine world's most powerful brands was needed they should have asked the Chinese.

 

[nick mercedes]

...would be interesting to see all 13 attributes and the criteria for selecting the 2,000 consumers.

2000 chubby Americans involved in IT given the results

 

[Paul/]

Americans choose American brands.

If a genuine world's most powerful brands was needed they should have asked the Chinese.

The results perhaps give that impression, but it's stated that brands without a significant US footprint weren't included, and that global consumers were surveyed (perhaps that's 1,990 in US and 10 in China and elsewhere).

Anyway, even if there is a US bias, interesting to see ranking solely on consumer perception:

#1 Microsoft (! so perhaps "powerful" is less about perceived brand value and more about the control the brand has over consumers)
#5 BMW
#17 VW
#24 Audi
#41 Hyundai
#54 MB
#56 Ford

 

[markjay]

The US bias is due to the US commercial dominance on the supply side , not the consumption side. Marlboro is there mainly due to the Asian (and to an extent the South American) market, not due to US or Europe consumption.

And I think that one way of looking at the brand 'value' figure is that it is an indication of how much you'd have to spend on marketing if you wanted to achieve equal level of brand awareness for a new brand..

 

[Deleted member 65149]

With Apple topping the list it goes to prove the old maxim of "You can fool some of the people all of the time, and all of the mugs forever"!