Consumers seek out branded products as a guarantee of quality or to make a lifestyle statement. An obvious example is the Apple iPad.
The 2010 Interbrand Best Global Brands survey valued the top global brands as being worth billions of US dollars: Coca Cola (US$70 billion), IBM (US$65 billion), Microsoft (US$60 billion), Google (US$44 billion), GE (US$43 billion) and McDonald’s (US$34 billion).
Interestingly, the Milward Brown Brandz 2011 report rates Apple as the most valuable brand in the world, showing that valuation methodology can differ. But whatever methodology is used, brands are of great value to business and are jealously guarded by companies.
You must be a
subscribersubscribersubscribersubscriber
to read this content, please
subscribesubscribesubscribesubscribe
today.
For group subscribers, please click here to access.
Interested in group subscription? Please contact us.
你需要登录去解锁本文内容。欢迎注册账号。如果想阅读月刊所有文章，欢迎成为我们的订阅会员成为我们的订阅会员。
Wim Alberts is a professor at the University of Johannesburg and a special counsel to Edward Nathan Sonnenbergs
Johannesburg
150 West Street
Sandton
Johannesburg
South Africa
2196
Tel: +27 11 269 7600
Fax: +27 11 269 7899
E-mail: info@ens.co.za
