Global Branding. Suggestions to get into the Interbrand top 100 brands list
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Erscheinungsdatum
14.06.2017
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GRINSeitenzahl
19 (Printausgabe)
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453 KB
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1. Auflage
Sprache
Englisch
EAN
9783668464032
Essay from the year 2016 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 78%, University of Warwick (Warwick Business School), course: Global Branding, language: English, abstract: This paper provides suggestions on how to become one of the 100 Best Global Brands. The structure of the analysis and argumentation is based on Keller's Brand Resonance Model and the Brand Value Chain. Notions from Keller's dimensions of brand knowledge (1993), Kapferer's Brand Identity Prism (2012) and Aaker's conceptualisation of strong brands (1996) buttress the argumentation.
The branding consultancy Interbrand produces a yearly ranking of the 100 Best Global Brands. To
be considered, "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." (Interbrand, 2016).
Interbrand's valuations have three key components: an analysis of the financial performance of the
branded products or services (Financial Return), of the role the brand plays in purchase decisions
(Role of Brand), and of the brand's ability to create loyalty and, therefore, sustainable demand and
profit (Brand Strength).
The branding consultancy Interbrand produces a yearly ranking of the 100 Best Global Brands. To
be considered, "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." (Interbrand, 2016).
Interbrand's valuations have three key components: an analysis of the financial performance of the
branded products or services (Financial Return), of the role the brand plays in purchase decisions
(Role of Brand), and of the brand's ability to create loyalty and, therefore, sustainable demand and
profit (Brand Strength).
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