Business Week's 100 Top Brands - 2004

Business Week's ranking of the top brands. Interesting to look at this list versus the Superbrands list. The question..although there are models, can a brand be quanitified? We know strong brands matter and have financial implications. More importantly, how do you replicate it?

"An orange…is an orange…is an orange. Unless, of course, that orange happens to be a Sunkist…”
Brand Equity = A set of assets (or liabilities) linked to a brand that adds to (or subtracts from) the value provided by a product or service.  The effects of a strong brand: 
Product related effects: High perceived quality, high purchase rate, positive brand association, confidence increase, positive attitude, purchase intention

Price related effects: Larger market share that is less affected by price increases, key player in setting the price 
Communication related effects:
Positive halo effect that can positively bias the evaluation of brand marketing, repetitive ads are accepted more positively, strong brands experience increases in purchases when advertising increases

Channel related effects: Much higher chance of acceptance in a distribution channel, better shelf space, stores feature well-known brands to convey a high quality image  

Source: Aaker, David A. (1996). Building Strong Brands. Pg 7, NY, NY: The Free Press 

No comments: