Each year, the BrandZ™ Top 100 Most Valuable Global Brands report is produced by Millward Brown on behalf of WPP.
The 2014 report “shows that the combined brand value of the world’s most important brands has risen by 12percent to $2.9 trillion. This follows a 7 percent improvement the previous year.” According to the report:
“Not surprisingly, technology brands dominate the top positions and there is a new number one. Google has knocked Apple off its perch after three years at the top. Apple is performing well but is it still redefining technology for consumers? What is obvious is that the value of technology brands reiterates how they are now an integral part of our lives.”
“Apparel is the fastest growing category with the Top 10 apparel brands growing by 29 percent, but all brands must continue to innovate and excite consumers to drive their businesses forward, something Google excels at. There is no room for complacency on quality or customer service as a brand’s reputation can be dented in seconds through the power of social media.”
Click the image to access the full 72-page report.
As we have noted before, customer personalization is an important tactic for marketers — both online and offline.
Recently, Neustar (a data-driven intelligence firm) published an interesting report on personalized marketing:
“Customers expect it. Technology enables it. Brands who can deliver it are generating huge increases in ROI. Personalization has gone way beyond simply adding a customer’s name to a communication. Customers increasingly expect highly relevant content in the right channel at the right time, whether they’re on a brand’s Web site, a social network, or in their E-mail inbox. For brands, delivering this one-to-one experience at scale – to thousands, or hundreds of thousands of prospects and current customers – requires leveraging sophisticated data sets, processes, and platforms.”
“It’s no surprise that many marketers are struggling. In a recent survey by Digiday and Neustar of 100 digital media and marketing executives, more than half (53%) reported ‘always’ or ‘often’ struggling to personalize their marketing at scale. Marketers know they need to make their marketing personal, but aren’t sure how to do it at a scale that makes it cost-efficient. The challenges include data quality, difficulty of activation across online and offline channels, and a lack of understanding of the components of the process. [Our] A–Z deals with the latter.”
Click the image to download Neustar’s report.
Here are a variety of videos for those considering a career in marketing. They cover a lot of bases for you to think about.
How to Start Your Marketing Career
A Realistic Job Preview: Jose, Multicultural Marketing Communications Director, Comcast
Product Marketing Opportunities at Amazon Web Services
A Career in Marketing…Ng Ee Chuan, Head of China Sales at Bloomberg
Market Director, Greg D. on Career Mobility – Exploring Careers at Chase
Product Management & Marketing Careers at Optum
What Do You Look for in an Employee? by Tracey Abbott, VP Strategic Planning at Footlocker
Several of these videos suggested by Ana Luiza Loures.
Here’s a question for you as a consumer: Do food calorie counts affect your behavior? Why or why not?
Here’s a question for you as a food marketer: Do you support calorie counts on restaurant menus and for vending machine food? Why or why not?
Well, next year, new Food and Drug Administration rules on calorie counts will go into effect. As reported by the NY Times:
“Now it’s official. Starting next November, menus in many places where Americans eat — like chain restaurants and some movie theaters, convenience stores, and amusement parks — will have to list calories. Consumer health advocates were jubilant when the Food and Drug Administration announced the new policy. Many had fought for the rule for more than a decade, believing it would be a major weapon in the fight against obesity.”
“But will it? The evidence on whether menu labeling works — either to move the national needle on obesity, or to reduce the number of calories an individual consumes after looking at a menu — is pretty skimpy, in part because the practice hasn’t been around that long.”
Click the image to read a lot more.
“Calorie information, like this at a Starbucks in New York City, will become a more common sight in the future.” Photo Credit: Mario Tama/Getty Images
Each year, Interbrand presents a ranking of the top 100 most valuable brands in the world:
“To be included in Best Global Brands, a brand must be truly global, having successfully transcended geographic and cultural boundaries. It will have expanded across the established economic centers of the world and have entered the major markets of the future.”
“In measurable terms, this requires that: At least 30 percent of revenue must come from outside the brand’s home region.It must have a significant presence in Asia, Europe, and North America, as well as broad geographic coverage in emerging markets. There must be sufficient publicly available data on the brand’s financial performance.Economic profit must be expected to be positive over the longer term, delivering a return above the brand’s cost of capital.The brand must have a public profile and awareness across the major economies of the world.”
“These requirements — that a brand be global, visible, and relatively transparent with financial results — lead to the exclusion of some well-known brands that might otherwise be expected to appear in the ranking.
According to Interbrand, the top 10 most highly valued brands in the world for 2014 are:
Click the image to see Interbrand’s 2014 top 100 global brands, including a description of each ranking.
Mr. Clean, Lays, Burger King, KFC, Olay, and Milky Way/Mars are popular brand names. But what are these products known as outside the United States?
Click the image to find out the answers.