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BrandZ and The Top 100 Most Valuable Brands: The Holy Grail of business

May 14, 2011 1:41 PM ETAAPL, GOOG, KO, IBM, MCD, GE, MSFT
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BrandZ: The Top 100 Most Valuable Brands

BrandZ is a survey that is conducted with over 1.5 million people covering over 50,000 products across 31 countries.

BrandZ: Top 100 Most Powerful Brands

It uses a variety of metrics in order to determine what names (or companies), in various segments of business such as service and consumer packaged goods, constitute the Most Valuable Brand.

In many ways being a trusted brand is another way of saying that a company has generated a high level of comfort and reputation with the consumer.

When I say  in the title that branding is the Holy Grail of business, what exactly do I mean?

Well what I mean is that in business today, the old adage of "if you build it they will come," particularly in a struggling economy, is no longer the rule.

Consumers have limited dollars to spend, especially for discretionary purchases, and because of that they will look to buy the brand that makes them feel comfortable in the fact that they are getting quality and the biggest bang for their buck.

While very few small businesses can create a brand that is synonymous with their store or product, it should be there as a goal.

The funny thing is that many business owners may feel that the time and expense of branding will not provide enough of a return on investment (ROI) to make it worthwhile.

The fact of the matter is that no matter what segment a business is in, the branding process is critical whether it is done on a local level or a global level. If you're not doing it you can bet some of your competitors are! And if they are not doing it, there is a great opportunity for you!

The Top 10 of The Top 100 Most Valuable Brands

  1. Apple
  2. Google
  3. IBM
  4. McDonald's
  5. Microsoft
  6. Coca Cola
  7. AT&T
  8. Marlboro
  9. China Mobile
  10. GE

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