The hotly anticipated report (in marketing quarters) of the top 100 global brands has been recently released by Interbrand and Business Week magazine....


Now in its sixth year, the "Best Global Brands report identifies the top 100 global brands that have managed to create and sustain strong performance in today's competitive market," according to Interbrand's press release of July 28, 2006.
Interbrand determines brand values by a unique methodology the firm pioneered 20 years ago. It has used these criteria to value more than 4,000 brands over that period. The most interesting aspect of this exercise to marketers is that Interbrand has deliberately chosen to focus on how brand value directly and substantially contributes to overall corporate valuation.
"In the majority of cases, those who made the ranking are proactively managing their businesses through a brand lens. They have recognized that their brand should be the central organizing principle given the incredible value they represent," noted Jez Frampton, CEO of Interbrand in the company's press release.
While this report understandably focuses on the largest global corporate entities, it is well worth reading on Interbrand's site, since important points are made that have a direct impact on any business, regardless of size. That is: every business must create a unique and differentiated brand if it is to survive, let alone flourish, in an increasingly competitive business environment.
A great brand doesn't just happen. It takes an investment of time, human and capital resources, as well as proactive management, consistency and devotion. Since every company's brand, large or small, is arguably one of its most important assets, it must be managed just as every other aspect of the business is managed. Reason: the brand may be an intangible asset, but it contributes significantly to the overall value of any company.
What I really like about the "Best Global Brands" report is that Interbrand touches briefly on a number of key elements about successful branding. Among them is the positioning of a differentiated, unique brand to both internal and external audiences by uncovering the brand's characteristics and drivers; consistency; high level recognition; adaptability to marketplace changes; and emotion.
There is no doubt that when consumers become emotionally involved with a brand that consistently delivers on its promise and becomes a part of their lives, a bond or deepening relationship has truly formed. Management's championing of the brand and its deliberate choice to make the brand the centerpiece of all of its initiatives and planning, is crucially important to the overall success of the brand, and subsequently, the company.
On page six of the report, Interbrand also states: "There are many other factors that must be considered, including superior products, processes and people; a strong track record of being customer-centric; uncompromised ethical practices; and continual focus on creativity and innovation."
I urge the MarketingProfs blog readers out there to at least scan, of not read, the full report to glean as many insights as they can. It will be time well spent.
Question: how important do you think a strong brand and competent brand management are to a company's total value?
Read the full report here.