The term “just google it‘’ has become part of our daily vernacular; this is the epitome of a brand google’s recognition. This year, however, Apple, the Cupertino based company that reinvented the personal computer, transformed the music business with ipod and itunes and created the world’s most popular tablet ipad . This finally ended Google’s four-year rule as world’s top brand-as per most authentic brand surveys.
Louis Vuitton was named the world’s most valuable luxury brand for the sixth consecutive year, and online retailer Amazon vanquished Walmart in the retail category. Thus online buying beat store purchases for the first time in marketing chronicles.
The fastest growing brand in the world are led by Facebook and Baidu (“China’s google”); these are the brands projected to define the next generation brands. Bank of china, Amazon, AT & T, Marlboro and Docomo are next in line. Some historically famed brands have always retained their exclusivity viz Harley-Davidson, Georgio Armani and Mercedez.
The rise of technology and telecommunications is quite amazing. We started with two or three tech brands in the top ten in 2006. Now they’re four out of the top five. It imports how pivotal telecom infrastructure has become to people’s lives. Millions of people around the world have leapfrogged straight to the mobile web because they couldn’t afford a computer. If it’s mobile banking in Africa, it’s farmers checking on the price of crops in local markets; the technological revolution is ubiquitous. No wonder tech brands are at the zenith of the countdown !
So how is brand value estimated ? A high proportion of a company’s earnings is due to intangibles. One of the biggest unpalatable factors is the brand value. For the top 100 companies, about 30 percent of their total value is confined in this enigma called brand.
To identify people who are brand loyal, we weed out those who are driven by price and location, so that we’re focusing on the proportion of people buying the brand above and beyond convenience. The revenues from these folks gives us Brand Contribution. We use that to determine what portion of a company’s total earnings are fostered by their brand value. The more this portion, the more is the brand value.
Finally, we want to know if the brand value will prevail in times ahead. If brand has huge potential in BRICs (short hand for Brazil, Russia, India, and China), the vanguard of emerging markets, its poised for growth during the next two decades.
For some companies, branding is everything. Coca Cola has a colossal brand distribution around the world. But without a brand, it’s just this brown fizzy liquid. Coca Cola is at one end of the spectrum where brand is everything, and GE is at the other end, where products are sold based on technological specifications and bids. Brand contributes about 20% to GE’s total earnings, whereas Coca Cola is nearer to 80%.
A big brand also reduces business risk, since it’s more likely to ride out a negative PR story or a recession. Last year Toyota fell because of recalls due to manufacturing flaws. This year it recovered faster than expected because it has very strong brand loyalty.
One of the surprises lately has been Baidu, the Chinese search engine, which had the highest possible score in Brand Contribution and had the world’s fastest growing brand value after Facebook.
In today’s world, brands are everywhere, a familiar part of daily life for most people. But a few brands, such as Coca-Cola, Nike, and McDonald’s, have delineated themselves . These brands have come to represent something more than a product or service. They are rooted in our culture and our consciousness. They are icons. Iconic brands inspire an enduring form of affection that any marketer would want for his brand. But iconic status, is enjoyed by relatively few brands. Iconic brands are instantly recognizable: the shape of a VW Beetle is unique, Lego bricks are familiar to everyone since childhood, McDonald’s arches are proverbial in any landscape, Nike’s orange positive sign is a signature every child recognizes. A brand with such powerful visual symbol has an intrinsic advantage over others, because it is both a signboard as well as an advertisement.
One important fallout of developing an iconic brand is the growth of brand communities. Brand communities are largely imagined communities that represent a form of human association because of common brand adulation. Brand communities are collections of active loyalists- users of a brand who are determined, fastidious and almost passionate. There is an intrinsic connection between members and the collective sense of difference from others not in the community.
Branding is the sum total of a company’s identity from its name and logo to every piece of communication, internal or external to every encounter every customer or potential customer has with it. Branding is abstract yet solid, silent yet strident!
Contextual Meaning(s) : Noun; a concept or idea not associated with any specific instance; a sketchy summary of the main points of an argument or theory;
Other Meaning(s) : existing only in the mind; separated from embodiment; dealing with a subject in the abstract without practical purpose or intention; not representing or imitating external reality or the objects of nature
Synonyms : amorphous, vague
Contextual Meaning(s) : Noun; servile flattery; exaggerated and hypocritical praise
Synonyms : worship, admiration
Contextual Meaning(s) : Adjective; not counterfeit or copied; conforming to fact and therefore worthy of belief
Synonyms : unquestionable, veritable
Contextual Meaning(s) : Noun; records or narrative descriptions of past events
Other Meaning(s) : Verb; verb record in chronological order; make a historical record
Synonyms : annals
Contextual Meaning(s) : Adjective; so great in size or force or extent as to elicit awe
Synonyms : prodigious, stupendous
Contextual Meaning(s) : Adjective; enclosed by a confining fence; in captivity
Other Meaning(s) : not free to move about; not invading healthy tissue; deprived of liberty; especially laced under arrest or restraint;
Synonyms : captive, imprisoned, jailed
Contextual Meaning(s) : Adjective; guided by or in accordance with conscience or sense of right and wrong
Other Meaning(s) : characterized by extreme care and great effort;
Synonyms : painstaking, scrupulous
Contextual Meaning(s) : Verb; hints or signs
Synonyms : indications, prompts
Contextual Meaning(s) : Adjective; represented accurately or precisely
Synonyms : represented, outlined
Contextual Meaning(s) : Adjective; inserted as an integral part of a surrounding whole; enclosed firmly in a surrounding mass
Synonyms : implanted
Contextual Meaning(s) : Adjective; patiently withstanding continual wrongs or trouble; unceasing
Synonyms : abiding, imperishable
Contextual Meaning(s) : Noun; something that baffles beyond understanding and cannot be explained; a difficult problem
Synonyms : mystery, conundrum
Contextual Meaning(s) : Noun; a standard or typical example
Other Meaning(s) : noun a brief abstract (as of an article or book);
Synonyms : prototype, paradigm
Contextual Meaning(s) : Noun; any adverse and unwanted secondary effect
Other Meaning(s) : noun the radioactive particles that settle to the ground after a nuclear explosion;
Synonyms : side- effect
Contextual Meaning(s) : Adjective; giving careful attention to detail; hard to please; excessively concerned with cleanliness.
Other Meaning(s) : Adjective; (microbiology) having complicated nutritional requirements
Synonyms : squeamish
Contextual Meaning(s) : Adjective; encouraged or promoted in growth or development
Other Meaning(s) : provided with parental care and nurture especially by a surrogate or surrogates;
Synonyms : nourished
Contextual Meaning(s) : Noun; factors which are abstract
Synonyms : uncountable
Contextual Meaning(s) : Adjective; situated within or belonging solely to the organ or body part on which it acts; belonging to a thing by its very nature
Synonyms : intrinsical
Contextual Meaning(s) : Adjective; having a habit of long standing
Synonyms : confirmed, habitual
Contextual Meaning(s) : adjective; basic and essential, belonging to something as one of the basic and essential features that make it what it is.
Synonyms : essential, fundamental
Contextual Meaning(s) : Verb; jumping
Synonyms : jumped
Contextual Meaning(s) : Adjective; a unifying idea a recurrent element in a literary or artistic or branding work
Synonyms : motive, theme
Contextual Meaning(s) : Adjective; spreading or spread throughout
Synonyms : permanent, permeating, permeative
Contextual Meaning(s) : Adjective; being of crucial importance
Synonyms : polar
Contextual Meaning(s) : Adjective; marked by balance or equilibrium and readiness for action; in full control of your faculties
Synonyms : collected, equinumerous,
Contextual Meaning(s) : adjective; widely known and recognized, and often viewed as stereotypical, e.g. their proverbial hospitality
Other Meaning(s) : noun; used to refer to something in an expression or saying that is not being explicitly stated
Synonyms : well-known, common
Contextual Meaning(s) : Adjective; physically strong; strong enough to withstand or overcome intellectual challenges or adversity; marked by richness and fullness of flavor
Synonyms : full-bodied, racy, rich
Contextual Meaning(s) : noun; a period, shorter than a depression, during which there is a decline in economic trade and prosperity, slump, downturn,
Synonyms : collapse, decline
Contextual Meaning(s) : Adjective; being sharply insistent on being heard;
Other Meaning(s) : unpleasantly loud and harsh; of speech sounds produced by forcing air through a constricted passage (as `f’, `s’, `z’, or `th’ in both `thin’ and `then’); conspicuously and offensively loud; given to vehement outcry
Synonyms : shrill, raucous,
Contextual Meaning(s) : Adjective; present every where
Synonyms : omnipresentyoursmahboob.wordpress.com 94
Contextual Meaning(s) : Noun; a thing which can not be physically felt.
Synonyms : intangible
Contextual Meaning(s) : Noun; the position of greatest importance or advancement; the leading position in any movement or field;
Other Meaning(s) : the leading units moving at the head of an army; any creative group active in the innovation and application of new concepts and techniques in a given field (especially in the arts)
Synonyms : forefront,
Contextual Meaning(s) : Verb; defeated, lost or beaten
Synonyms : defeated
Contextual Meaning(s) : Adjective; being or characteristic of or appropriate to everyday language; noun the everyday speech of the people (as distinguished from literary language); a characteristic language of a particular group (as among thieves)
Synonyms : common, local
Contextual Meaning(s) : Noun; the top most point, apex
Other Meaning(s) : noun the point above the observer that is directly opposite the nadir on the imaginary sphere against which celestial bodies appear to be projected Synonyms : vertex