Recommend Article Article Comments Print ArticleShare this article on FacebookShare this article on TwitterShare this article on LinkedinShare this article on RedditShare this article on PinterestExpert Author Doug Dvorak
“It is a pretty recognizable brand name. Originally it was “Jerry’s Guide to the World Wide Web” but we settled on “Yahoo”.
Jerry Yang, founder of Yahoo
“The goal is to turn Virgin in to the most respected brand in the world”.
Richard Branson, Chairman of the Board & Founder, The Virgin Companies
“If this business were split up, I would give you the land and bricks and mortar, and I would take the brands and trademarks, and I would fare better than you.” John Stuart, former CEO of Quaker Oats
“The relationship between brand and consumer is increasingly emotional, rather than rational, and trust is an extremely important part of that equation. Customers do not want empty promises.”
Tapio Headman, Nokia’s Vice President, Brand Management
Top Brands
Americans are a fiercely brand loyal people. If they find a brand to be good they will stick with it for a long time to come. Their brand affiliations are very hard to break. Warren Buffet prefers See’s chocolates so much that he can identify the chocolate in a blind taste test. He also drinks Coca-Cola all the time and claims that he can distinguish between Coca-Cola and Pepsi easily. That’s the case with the majority of Americans – they develop bonds with their favorite brands. That’s the reason why most successful brands remain at the top for consecutive years without much change, give and take a few percentage points of growth or decline in the same rank.
The ranking of the top brands done by Business Week in 2007 is very interesting. Several factors have gone in to preparing the top brands list. In order to qualify, a brand must have a value in excess of $1 billion, derive a third of its revenue outside of the USA, and make available its financial and marketing data to the public. Some of the giants are not featured in the top brands list. They include heavyweights like Wal Mart, VISA, Mars, and CNN – surprising, yet absolutely true.
So which companies then lead the list of top brands?
Here is the list:
1. Coca-Cola
2. Microsoft
3. IBM
4. GE
5. Intel
6. Nokia
7. Toyota
8. Disney
9. McDonald’s
10. Mercedes- Benz
In the process of analyzing these companies we will see that in some cases the brands make the product and in others the product make the brands. Companies like Coca-Cola belong to the former category and IBM and GE belong to the latter category. There are of course companies that take a mix of both and propel themselves in the path of growth.
Doug Dvorak is the CEO of DMG Inc., a worldwide organization that assists clients with productivity training, corporate humor and workshops, as well as other aspects of sales and marketing management. Mr. Dvorak’s clients are characterized as Fortune 1000 companies, small to medium businesses, civic organizations and service businesses. Mr. Dvorak has earned an international reputation for his powerful educational methods and motivational techniques, as well as his experience in all levels of business, corporate education and success training
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