Businessweek acaba de publicar su ranking best global brands realizado por interbrand, en el que destacan el papel de las marcas más relevantes: dejo el link a la clasificación.
El ranking es liderado, una vez mas, por Coca Cola y Zara se encuentra en la posición 73
(77 en 2005)
Entre otras cosas en el articulo inicial se comentan cosas interesantes como:
Not long ago, Motorola saw itself the same way its customers did: as a tech-driven seller of products, not a brand. The success of the RAZR changed all that. By ringing the consumer's bell, the hot-selling mobile phone validated a new strategy, internally dubbed MOTOME. Suddenly Motorola (MOT ) was a company that had rediscovered its identity as a major consumer brand
The key, says global marketing head George Neill, who came to the company last year from Apple (AAPL ), was to think of the brand as providing experiences to consumers, not just hardware. "We're focused on giving access to what people want -- music, video, Internet -- wherever customers roam
The Google name is stronger than ever: In this year's ranking it gained 46% in brand value -- the biggest year-over-year rise of any company ever on the list. Revenues climbed by 105% last year. With market share in Internet search still surging, it can afford to gamble with its universally recognizable brand.
When your brand is a verb in the Oxford English Dictionary, you can weather the sting of a few product flops. In the process you can harness the power of early releases, when users offer tons of suggestions, and engineers can fold in upgrades and adapt on the fly.
Otra de las cosas curiosas es el articulo Bad for the brand sobre extensiones de marca poco exitosas como el kit de adorno de tartas de Harley-Davidson o las tiendas de ropa para novias de Virgin.
When there's extreme dissonance between a company's core identity and a new product launched to reach untapped markets, corporations risk diluting the power of their brands. Would you buy Bic underwear or Pirates of the Caribbean jewelry?