In the Interbrand Annual Ranking of the Best Global Brands 2010 there are some interesting things to find: beside the ever returning facts, a new social behaviour and some events of the past year have lead to a notable result for this edition.
Coca-Cola is #1 for the 11th time in a row, but no surprise. Together with McDonalds and Disney they are the only non-technological brands in the top 10. Toyota and BP didn't do a good job in 2010-business, so they lost some places, BP is even kicked out of the top 100.
Actually not only "bad things" are a cause for brands who are losing places: since the beginning of the recovery of the economical crisis, the winning brands have changed their way to relate customers. Because of the new social media (with real-time costumer feed-back) there is an increased transparency in companies, so when a company wants to keep its image high, it has to make an evolution to this new trend. Companies who didn't make this "switch" have lost places.
Contrary to the financial crisis, luxury brands climbed up the charts this year.
Again, a good marketing strategy is very important to keep the image level of your company. Coca-Cola is really everywhere (when you go to Kinepolis, you see at least 3 commercials of the Coca-Cola Company before the movie begins!) and that reflects already for 11 years in this listing. Nevertheless, publicity is not enough: a company has to follow evolutions. This year booming social networks were such an evolution: people can react immediately on events and share their thoughts with other people, that's why e.g. BP has lost so much popularity. When a company underestimates the power of social networks, you see it falling in the ranking.
Further, also the increasing popularity of luxury brands is very eye-catching: probably people want to identify themselves with a luxury brand in times of economical slump to pretend they are no victim of the crisis...
I think it's not really a surprise that Coca Cola and Microsoft are top-ranked. These brands are very known by people and they are also quit reliable. You can roughly say the same about luxury brands: they are well-known by consumers and have a great reputation when you talk about qualtity. I agree with you that luxury brands advance the status of their clients.
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