Brand Ranking released in 2007, the top ten were: first Google, the brand value of 66.434 billion U.S. dollars, the second General Electric, the brand value of 61.88 billion U.S. dollars, glue stick a third company, the brand value of 54.951 billion U.S. dollars, the fourth Coca-Cola brand value of 44.134 billion U.S. dollars, the fifth of China Mobile, the brand value of 41.214 billion U.S. dollars, the sixth Marlboro, the brand value of 39.166 billion U.S. dollars, the seventh Mingwoerma, brand value 36.88 billion U.S. dollars, the eighth Citigroup, the brand value of 33.706 billion U.S. dollars,glue gun the ninth IBM, the brand value of $ 33,572,000,000, tenth Toyota, the brand value of $ 33,427,000,000.
These figures make us s heart, rarely seen before the chart figure of Chinese brands, many Chinese brand in this list, China ranked fifth mobile brand more so that we truly felt from his prestigious brand and price not far away, so business owners who have determined to build their own Star brand. CI to work on some of the brand, and some huge amounts of money to do branding, and some artifice to attract the public eye ... ... a time the market becomes pervasive, can be found after the noise, their brand has increased the visibility can be just stay in the famous stage and did not become a favorite, can promote the sales of good brands. And a really good brand must have the following functions:
1, to promote product sales.
Market, the most important criteria for testing the brand is its ability to generate real value of income, can not create sales and profits of the brand is meaningless, that can be defined as failure of the brand. Therefore, the success of a brand to be determined by the market, from sales to determine, sales is the first measure of brand value.
4000 global average cup of Nescafe every second is drink, and have continued to increase, so how the brand is a powerful influence, but also did not taste of their products than other significant differences in coffee, or even better the coffee even more to their liking.
2, against market risks.
Coca-Cola boss released rhetoric: "Even Coca-Cola factories around the world were burned overnight, you can also return to normal within 1 month of production and sales." Why is the boss of Coca-Cola has such confidence? Because the bank the next day to their loans. Why? Because the "Coca Cola" the words; worldwide distributors will not hesitate to continue after the first shipment to sell their products, and why? The same as "Coca Cola" the words; consumers will continue to buy, and why? Or "Coca Cola" the words, the words represent the credibility, value and consumers want, which is the brand value.
3, with a large number of high-loyalty customers.
Loyalty of consumers for each brand are the most eager, but also the most difficult to get, and each has a good brand behind a large number of loyal customers to follow. By Microsoft as an example. Almost every computer user worldwide have used Microsoft's operating system or a variety of procedures and software. 95% of the global computer users are using Microsoft Windows operating system and this is the leading factor in its technology, but one that let computer users to trust Microsoft, and did not hesitate to buy their products, mainly also benefited from its brand of charm. The latest statistics global brands list, Microsoft's brand value over 50 billion dollars.
Know the best brands of the standard, the next is how to create such a brand.
1, with the excellent quality products.
The base product is the brand, the brand is the product of the product as the body, brands such as soul, body without a soul is dead, the other hand, there is no soul there is no way relying on the body.
Want to create a good brand with excellent product quality is the premise. If the over-reliance on advertising, promotion and other means, not a good product as a support, certainly can not have long-term loyal customers and good reputation, brand building to speak of. Therefore, in the brand before, first look at their products are good enough, at least to reach the market access threshold. If your product is unique not only excellent but also the differences, then the branding will be very helpful. President of South Korea's Samsung Electronics said before this statement: "Product quality is our life" to have just a third-rate small electronics company into today's electronics industry giant. The respected General Electric Six Sigma and other famous enterprises (SixSigma) also reflects the quality management tool of its pursuit of quality, to the neglect of quality products to live, but the second year, this is the main business and more short-lived bow One of the reasons.
Some marketing people to make such common point: no matter what the product, simply by packaging, publicity and other means can create a well-known brand and to sell well. In fact, this best-selling will not last long, so that the brand will soon fall like a meteor. Such as the famous three events, because the product quality problems, they came crashing down overnight brand, more than ten million people in the business fall apart. The reason that many companies not knowing the end of this brand will not last long, because the eyes are still bored is great interest because of the insistence of product quality, the price will have to pay a lot of eyes. UK production of porcelain, a porcelain company, only 25% yield, while the other 75% is out of the fine porcelain called its quality, to achieve the international standard, but are treated as inferior was crushed, is because of the insist on the quality of the brand fame, the product price of similar products of 6 - 20 times, and orders already discharged two years later. I once heard a man on the train say: the posing of mineral water with tap water, a bottle costs only pennies, and took a resounding brand name: "Sweet Spring" may be a few months he has never seen the brand of mineral water. With this kind of quick profit, does not have evergreen brand. Excellent product quality is the first step to create excellent brand.
2, establish the brand mission.
Significance of the existence of a brand is what? For customers and the community to create value? When a brand for customers and the community to create value, even if the do not advertise the brand will be remembered by consumers. For example, some pharmaceutical companies set at the brand's mission to provide customers the trouble. The mission of the brand Microsoft as the world can use it every computer operating system, and thus change the way people live. The Disney brand is given the mission of joy that human creativity. This allowed experienced decades of social change, the case of the industry have fallen, still flourish. Because people need it, society needs it, we need only be long-term survival of the brand before. Wal-Mart filed three words would you think? Cheap, save money, yes, this is Wal-Mart brand mission, this mission has only 20 to make a small grocery store a few square meters of the world today, more than 3,000 stores and annual sales of tens of billions of retail giant.
Brand mission is not a slogan, set in line with its own characteristics of the brand mission, it has to this objective, the tireless work for it, only to achieve the brand's mission and values, the establishment of this mission be considered. The way to achieve the customer can solve practical problems.
3, the design of a good brand story.
Interesting to design a brand story, can enhance the customer brand image and favorability. Brand culture, brand story is part of the most emotional, funny or touching story of the brand can have a profound memory of the customer. Brand story must be positive, be positive and the product has a high degree of correlation and can be connected with the customer's thinking relative. Try to avoid involving religion, race, culture, conflict and easy to understand, easy to remember.
A bottle of Evian mineral water sold for tens of dollars, it is because it has a good understanding, attractive, but also positively associated with a high degree of product brand story: Evian behind the majestic Alps town of Evian water is the source of , rain and mountain snow melt from the mountains in the hinterland of the Alps, after 15 years of natural filtration and mineralization of glacial sand formed Evian water ... ... in 1789 a French aristocrat suffering from kidney stones.