Pronet Advertising

The Most Effectively Marketed Brands

Brandz Top 100, is a raking system created by Millward Brown Optimor, that ranks the most powerful brands in the world measured by their dollar value. While their rankings aren't too helpful on their own, they can be quite useful when analyzed in the right context.

Here are the top 10 most powerful brands according to MBO (with the corresponding value of the brand):

1. Google ($66.4 Billion)
2. General Electric ($61.9 Billion)
3. Microsoft ($55 Billion)
4. Coca-Cola ($44.1 Billion)
5. China Mobile ($41.2 Billion)
6. Marlboro ($39.2 Billion)
7. Wal-Mart ($36.9 Billion)
8. Citigroup ($33.7 Billion)
9. IBM ($33.6 Billion)
10. Toyota Motor ($33.4 Billion)

The above-mentioned list doesn't really mean much. For example, Microsoft spends over $944.9 million per year on marketing, whereas Coca-Cola spends about $703.0 million per year, which could be the reason why Microsoft's brand is more powerful compared to Coca-Cola's. Taking into account the amount each of the companies mentioned above have spent on marketing, we get the following list (note the difference):

Brand Value as a Multiple of US Ad Spending

1. Coca-Cola: 62.73
2. Microsoft: 58.20
3. IBM: 55.41
4. Wal-Mart: 37.91
5. Citigroup: 33.56
6. General Electric: 32.29
7. Toyota Motor: 18.71

Google: Unavailable
China Mobile: Unavailable
Marlboro: Unavailable

This shows that in terms of getting results (increasing brand value), Coca-Cola's advertising campaigns are the most effective while Toyota Motors' are the least effective.

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wakkus, April 23, 2007

i'm sorry, but i can't believe that list. i can't even tell you what some of the logos are for the top 10.

it almost looks like the list is based off the market cap of the company instead of the true prevalence. what about mcdonald's, starbucks, or EA Sports? they may not be in juggernaut markets compared to what a banking industry giant like citigroup has, but can you honestly say that citigroup has a leg up on its competitors due to brand strength??? banking is a total commodity business where lending practices drive profits, not high margins from a moat created by a strong brand.

Steve, April 28, 2007

Toyota needs better brand definition. Perhaps if their employees lived the brand from within. I read a book not long ago about on brand and off brand behaviors. Toyota makes the best cars...period. But their brand doesn't seem to reflect this.