Interbrand’s Brandchannel has announced the results of its brand survey, with Google pipping Apple, and Skype coming in third. Starbucks and Ikea followed.
   The poll, for those who took part, is subjective, but then, most brands are. Or at least, when we quantify them, the methodology can be suspect.
   If the regular valuation-based tables are accurate, they would have greater parallels with these consumer-based ones. Brands encompass the passion they generate in people, and are not just assets on a balance sheet.
   This illustrates a decline in Coca-Cola, for a start. If Coke doesn’t believe this, it needs to watch its value ranking slip: it will follow these surveys on consumer affinity. In fact, Coca-Cola did not even make the global top 10. (Some reasons for Coke’s decline are covered at and linked from here.)
   When examining different regions, Nokia was top in Europe, Sony in Asia and Corona in Latin America. The North American top three were Apple, Google and Starbucks (Target and Lance Armstrong following).
   The sample was 2,528 branding professionals. The Brandchannel article can be found by clicking here.
   An earlier survey from Landor, on Americans’ top 2005 brands, was covered in the Beyond Branding Blog here. The Medinge Group 2006 Brands with a Conscience listing—a very different collection—is shown at this link.

Del.icio.us tags: brand | branding | Google | survey Posted by Jack Yan, 22:46  permalink

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