Global Branding Suggestions To Get Into The Interbrand Top 100 Brands List

Essay from the year 2016 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 78%, University of Warwick (Warwick Business School), course: Global Branding, language: English, abstract: 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).

What creates corporate reputations and how should organizations respond? Corporate reputation is a growing research field in disciplines as diverse as communication, management, marketing, industrial and organizational psychology, and sociology. As a formal area of academic study, it is relatively young with roots in the 1980s and the emergence of specialized reputation rankings for industries, products/services, and performance dimensions and for regions. Such rankings resulted in competition between organizations and the alignment of organizational activities to qualify and improve standings in the rankings. In addition, today’s changing stakeholder expectations, the growth of advocacy, demand for more disclosures and greater transparency, and globalized, mediatized environments create new challenges, pitfalls, and opportunities for organizations. Successfully engaging, dealing with, and working through reputational challenges requires an understanding of options and tools for organizational decision-making and stakeholder engagement. For the first time, the vast and important field of corporate reputation is explored in the format of an encyclopedic reference. The SAGE Encyclopedia of Corporate Reputation comprehensively overviews concepts and techniques for identifying, building, measuring, monitoring, evaluating, maintaining, valuing, living up to and/or changing corporate reputations. Key features include: 300 signed entries are organized in A-to-Z fashion in 2 volumes available in a choice of electronic or print formats Entries conclude with Cross-References and Further Readings to guide students to in-depth resources. Although organized A-to-Z, a thematic “Reader’s Guide” in the front matter groups related entries by broad areas A Chronology provides historical perspective on the development of corporate reputation as a discrete field of study. A Resource Guide in the back matter lists classic books, key journals, associations, websites, and selected degree programs of relevance to corporate reputation. A General Bibliography will be accompanied by visual maps noting the relationships between the various disciplines touching upon corporate reputation studies. The work concludes with a comprehensive Index, which—in the electronic version—combines with the Reader’s Guide and Cross-References to provide thorough search-and-browse capabilities

Introduction to case analysis -- Consumer behaviour : San Pellegrino (Italy) -- Nintendo WII (Japan) -- Zara (Spain) -- Branding: -- Lenovo (China) -- Red bull (Austria) -- Singtel (Singapore) -- Marketing communication : Foster's (Australia) -- Google (the US) -- Walkers (the UK) -- Tag-heuer (Switzerland) -- Cirque du soleil (Canada) -- Retailing : Currys (the UK) -- Cold storage (Singapore) -- Marketing programming : Microsoft (the US) -- National Australia Bank (Australia) -- Acer (Taiwan) -- Kerry (Ireland) -- Siemens (Germany) -- ING (Holland) -- Electrolux (Sweden) -- Strategic and global marketing: -- British Airways (the UK) -- Grundfos (Denmark) -- Petrobras (Brazil) -- Accor (France)

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