Interbrand is a brand consultancy, specializing in areas such as brand strategy,
ID: 362161 • Letter: I
Question
Interbrand is a brand consultancy, specializing in areas such as brand strategy, brand analytics, brand valuation, corporate design, digital brand management, packaging design and naming. 1) Go to the Interbrand 2016 Best 100 Global Brands at http://interbrand.com/best-brands/best-global-brands/2016/ranking/. Concentrate on the top 20 brands. 2) Compare the top 20 in 2016 with the top 20 from 10 years ago (2005). http://interbrand.com/best-brands/best-global-brands/2006/ranking/. Choose one company that was in the top 20 in in 2006, but not in 2016 – OR one that is in the top 20 in 2016, but not in 2006. 3) Research that company and discuss in two-three paragraphs why it was in the top 20 in one year, but not in the other. What is it about the brand that changed? How did it gain (or lose) so much brand equity in 10 years?
Explanation / Answer
Top twenty brands for 2016 are as per the rankings mentioned:
1.APPLE, 2.Google, 3.Coca-Cola, 4.Microsoft, 5.Toyota,
1. Apple is a technology company that leads innovation with their products and software platforms, providing seamless experiences across devices, and empowering people with breakthrough services. apple.com
2. Google is a technology company organizing the world’s information and making it universally accessible and useful. google.com
3. Coca-Cola is the flagship beverage brand of The Coca-Cola Company, the world’s largest beverage company, refreshing consumers with more than 500 brands. coca-cola.com
4. Founded in 1975, Microsoft is a leader in software, services, devices, and solutions to help people and businesses realize their full potential. microsoft.com
5. Toyota manufactures a diverse lineup of vehicles all over the globe, and is well-known for management philosophy and the world’s first mass-market hybrids. toyota-global.com
6. IBM is a global technology and innovation company that is defining the future of information technology. IBM Watson is a cognitive system enabling a new partnership between people and computers. ibm.com
7. Samsung is dedicated to making a better world through diverse businesses. Flagship company Samsung Electronics leads the global market in high-tech electronics manufacturing and digital media. samsung.com
8. Amazon is an e-commerce and cloud computing company offering the internet’s largest retail platform, and strives to be the earth’s most customer-centric company. amazon.com
9. Mercedes-Benz is the luxury automotive division of The Daimler Group, a producer of premium cars, manufacturer of commercial vehicles, and pioneer of engineering and mobility. mercedes-benz.com
10. GE is a digital industrial company transforming industry by connecting the physical and digital: sensing, predicting, and responding to make the world work better. ge.com
11. BMW is the luxury automobile brand of the BMW Group, an international automobile manufacturer committed to the very highest in quality for all its products and services. bmw.com
12. McDonald’s is a leading global food service retailer, working hard to make tasty food with a “less is more” philosophy. mcdonalds.com
13. Disney is the global leader in family entertainment, known for outstanding storytelling that has enchanted, inspired, and thrilled audiences everywhere. thewaltdisneycompany.com
14. Intel invents at the boundaries of technology to make amazing experiences possible for business and society, and for every person on earth. intel.com
15. Facebook is a social network that helps people stay connected with friends and family, to discover what’s going on in the world and to share and express what matters to them. facebook.com
16. Cisco is a worldwide IT leader that helps companies seize the opportunities of tomorrow. cisco.com
17. Oracle offers a comprehensive and fully integrated stack of cloud applications, platform services, and engineered systems for businesses. oracle.com
18. Nike creates products, services, and experiences for today’s athlete while solving problems for the next generation. nike.com
19. Louis Vuitton is a French fashion house founded in Paris in 1854, part of the luxury group LVMH. louisvuitton.com
20. H&M is the principal retail clothing brand of H&M Group, one of the world’s leading fashion companies inspiring fans across the globe to dress their personal style. hm.com
Top 20 companies in 2006 are Coca-Cola,Microsoft, IBM, GE, Intel, Nokia, Yoyota, Disney, McDonald, Mercedece-benz, Citi, Marlboru, HP, American Express, BMW, Gillette, LOUIS, CISCO, HONDA, SAMSUNG
Clearly number one of 2016 APPLE is not among first 20 of 2006.
Suppose to answer only one question at a time, rest next time.
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