All Brands are not created equal. Best Global Brands 2007

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Interbrand is thrilled to once more put up our annual rating of the easiest worldwide manufacturers via model worth, in co-operation with BusinessWeek magazine.We're proud that over the process the earlier decade our greatest international manufacturers learn has turn into the barometer of winning model administration. The environments during which manufacturers function, and the demanding situations and possibilities they face, have replaced dramatically in this time; in spite of the fact that, we think the single consistent has been the idea model has the power to create major monetary price for the company it serves, and that we will be able to degree the created price.

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Extra resources for All Brands are not created equal. Best Global Brands 2007

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Brand equity is a measure of customer perceptions of a brand; thus it may give a customer reason to prefer a product over the alternatives. Brand share is simply the market share achieved by the brand. Thus brand awareness, equity and share are all measures of what a customer thinks or does, it is not an assessment of the economic value created by those thought or actions. Do the valuations reflect the underlying state of 54 Best Global Brands 2007 the economy? Yes – in two ways. The forecasts are prepared with an overall view on economic growth at a point in time.

Nintendo -15% 6,416 best global brands 2007 0 despite launching innovative products such as the simple dock interface and, more recently, the printer with very affordable 2007 3,221 print cartridges, consumers have not embraced kodak as a +16% Burberry digital2006 brand because it lacks a cohesive 2,783 promise that the customer understands or cares about. 5,481 82 2006 2006 19,617 10000 15000 5,165 2007 20000 25000 +22% Zara 4,235 0 1000 Brand Value ($m) 2000 3000 4000 5000 6000 Consumers have not embraced Kodak as a digital brand because it lacks a cohesive promise that the customer understands or cares about.

The raZr, for example, was highly successful at launch and Brandsignifi Value ($m) cantly raised the profile of the brand. however, the company failed to launch any “blockbuster” handsets before the raZr approached the end of its lifecycle. 2007 500 1000 1500 2000 2500 3000 3500 7,730 +18% Nintendo 6,559 In the2006 ever-changing world of consumer electronics, it’s important to invest in developing a strong corporate brand, Brand Value ($m) rather than product brands. Investing in product brands is risky, because they can be quickly superseded by superior offerings as 2007 technology evolves.

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