brandXpress blog

Microsoft has taken first place in this year’s Superbrands Awards, intended to recognise the highest standards of branding. The BBC came second, with British Airways third and Mercedes-Benz and Porsche taking fourth and fifth respectively. Marks & Spencer proved its return to favour with the public by taking sixth place. The Superbrands Council, which includes [...]

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Brand value is calculated as the net present value of the earnings the brand is expected to generate and secure in the future for the time frame from July 1, 2005 to June 30, 2006. To be considered the brands must have a minimum brand value of US$2.7 billion, achieve about one third of their earnings outside of their home country, have publicly available marketing and financial data, and have a wider public profile beyond their direct customer base.

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In this 200th post of this blog and waiting for the soon to be released Interbrand‘s Top 2006 Global Brands Report, I’m here to present AdAge 2005 Top 200 Brands List by US Ad Spending. Is worth noticing that Ford was pushed out of the Top 3 by telecommunication companies which became top us Ad [...]

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Sony is leading the Harris Interactive “Best Brands” survey for the seventh year in a row. Apple is the gainer making in the top 10 this year, while the loosers of the year could be considered Kraft Foods which is loosing 6 places (from 3rd to 9th) and General Motors which dropped from No. 8 [...]

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Harris Interactive released the 2006 results from the EquiTrend Brand Study. Despite all expectations, I would say, the strongest brand in America came to be Reynolds Wrap who scored highest among more than 1,000 brands whithin 39 categories in a survey of 25,666 consumers EquiTrend has been designed to be a concise and efficient way [...]

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According to a survey recently conducted by City Business Journals Network and Russell Marketing Research, the 10 brands best-known by American CEOs are as follows: 1. UPS 2. Dell 3. Microsoft 4. Sony 5. Sam’s Club 6. Southwest Airlines 7. QuickBooks 8. Costco Wholesale 9. FedEx 10.Best Buy

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Another month, another top of brands. Another brand consulting company, Millward Brown Optimor, decided to set-up another way of having brands ranked, so we got another top where Microsoft got the first place. This time the goal of the study was to calculate the value a brand is expected to generate for its owner in [...]

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Teens are mostly influenced by the culture of brands. Once dominant, U.S. labels now account for just half of the 10 brands that are favorites among teens globally, based on a new study entitled “GenWorld,” conducted by Energy/BBDO and obtained exclusively by WWD. That’s down from the eight U.S. brands that made teens’ top 10 [...]

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Despite its dominance, Interbrand/BusinessWeek global brand league table has inherent weaknesses. This is not news to anyone who works in branding: most marketers accept that the Top 100 is an imprecise but important approximation of global brand equity.

But all this is about to change. Next month global agency group WPP will launch an alternative brand valuation league table that will directly challenge Interbrand’s calculations. The system has been masterminded by chief research officer Andy Farr and his marketing quant jocks at Millward Brown Optimor (MBO).

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Brandchannel published its fifth Annual Reader’s Choice Award, a top of the brands that had the most impact in the passed year.

Over 2500 people from 99 countries voted in the 2005 poll. The greatest number of voters fell in the age range of 26 to 35 year olds, with about a third more men voting as women.

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