The best global brands constantly review and update their attributes, especially during a time of constant innovation, technology and customer power. Every year, Interbrand publish a report with the top global brands. Interestingly, there was a switch in the top 3 this year, with Coca Cola falling to third place behind Apple and Google.
The report comments:
Every so often, a company changes our lives, not just with its products, but with its ethos. This is why, following Coca-Cola’s 13-year run at the top of Best Global Brands, Interbrand has a new #1 : Apple.
This clearly demonstrates how fundamental the brand attributes are for any company and the significance it can play in its success or failure.
The report by Interbrand outlines some great tips on how the best global brands are competing in today’s challenging times. It mentions extreme innovation by Google, the need to have a future vision, how design still really matters and the importance to be part of customers’ conversation within social media.
There are also some great quotes which reaffirm the importance of brand attributes and what impact they can have on the customer:
* Striking the right balance between heritage and modernity is key to Cartier’s success. It understands how to not only get the balance right in product, but also in the experience it creates around the brand.
* I wear H&M because I like more gender- neutral clothing. H&M offers smaller sizes and different styles that ?t my body type and make me feel comfortable — both physically and mentally.
* Sony is top-of-the-line. I have many Sony products. I even have a Sony 400-disc changer. As a collector of DVDs, I find this product to be amazing. It keeps my movies safe and saves me lots of storage space.
For a glance at the tops brands for 2013 go to: http://www.interbrand.com/Libraries/Branding_Studies/Best_Global_Brands_2013.sflb.ashx
To view a short video including some of this year’s top global brands introduced by Jez Frampton, Global CEO, Interbrand go to: