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).
Table of Contents
Introduction:
Brand Salience:
Brand Performance:
Brand Imagery:
Brand Judgements:
Brand Feelings:
Brand Resonance:
Brand Value Chain:
Conclusion:
1 Establish a strong brand building culture:
2 Build a holistic brand identity:
3 Harness new opportunities to connect with customers:
4 Retain the brand core while staying relevant:
5 Clarity of strategy and brand vision:
6 Balance local and global elements in the brand program:
References:
- Citar trabajo
- Nicklas Westphal (Autor), 2016, Global Branding. Suggestions to get into the Interbrand top 100 brands list, Múnich, GRIN Verlag, https://www.grin.com/document/367960
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