THE BATTLE OF BRANDS

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!

 

Abstract

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

Adulation

Contextual Meaning(s) : Noun; servile flattery; exaggerated and hypocritical praise

Synonyms : worship, admiration

Authentic

Contextual Meaning(s) : Adjective; not counterfeit or copied; conforming to fact and therefore worthy of belief

Synonyms : unquestionable, veritable

Chronicles

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

Colossal

Contextual Meaning(s) : Adjective; so great in size or force or extent as to elicit awe

Synonyms : prodigious, stupendous

Confined

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

Conscientious

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

Cues

Contextual Meaning(s) : Verb; hints or signs

Synonyms : indications, prompts

Delineated

Contextual Meaning(s) : Adjective; represented accurately or precisely

Synonyms : represented, outlined

Embedded

Contextual Meaning(s) : Adjective; inserted as an integral part of a surrounding whole; enclosed firmly in a surrounding mass

Synonyms : implanted

Enduring

Contextual Meaning(s) : Adjective; patiently withstanding continual wrongs or trouble; unceasing

Synonyms : abiding, imperishable

Enigma

Contextual Meaning(s) : Noun; something that baffles beyond understanding and cannot be explained; a difficult problem

Synonyms : mystery, conundrum

Epitome

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

Fallout

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

 

Fastidious

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

Fostered

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

Intangibles

Contextual Meaning(s) : Noun; factors which are abstract

Synonyms : uncountable

Intrinsic

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

Inveterate

Contextual Meaning(s) : Adjective; having a habit of long standing

Synonyms : confirmed, habitual

  • Intrinsic

 

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

Leapfrogged

Contextual Meaning(s) : Verb; jumping

Synonyms : jumped

Motif

Contextual Meaning(s) : Adjective; a unifying idea a recurrent element in a literary or artistic or branding work

Synonyms : motive, theme

Pervasive

Contextual Meaning(s) : Adjective; spreading or spread throughout

Synonyms : permanent, permeating, permeative

Pivotal

Contextual Meaning(s) : Adjective; being of crucial importance

Synonyms : polar

Poised

Contextual Meaning(s) : Adjective; marked by balance or equilibrium and readiness for action; in full control of your faculties

Synonyms : collected, equinumerous,

  • Proverbial

 

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

Robust

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

  • Recession

 

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

Strident

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,

Ubiquitous

Contextual Meaning(s) : Adjective; present every where

Synonyms : omnipresentyoursmahboob.wordpress.com 94

 

Unpalpable

Contextual Meaning(s) : Noun; a thing which can not be physically felt.

Synonyms : intangible

Vanguard

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,

Vanquished

Contextual Meaning(s) : Verb; defeated, lost or beaten

Synonyms : defeated

Vernacular

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

Zenith

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

 

 

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