Lexicon Systems, LLC Blog

lex'•i•con: the vocabulary of a branch of knowledge. Thoughts on environment, health & safety (EHS), sustainability and information technology to support them.

The power of brands

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Research firm Interbrand released its list of the best global brands for 2012. While it’s not a surprise to see Coca-Cola and Apple and the top of the list, I found it interesting that six of the top ten brands come from tech companies, as well as ten of the top twenty. Skimming through the list of 100, I was unfamiliar with only one brand.

Interbrand’s methodology looks at the ongoing investment and management of the brand as a business asset. Three key aspects that contribute to the assessment:

  • The financial performance of the branded products or services.
  • The role of brand in the purchase decision process.
  • The strength of the brand.

Photo: Interbrand

And the Top Ten Best Global Brands are…

  1. Coca-Cola
  2. Apple
  3. IBM
  4. Google
  5. Microsoft
  6. GE
  7. McDonald’s
  8. Intel
  9. Samsung
  10. Toyota

 

Author: Jill Barson Gilbert

Founder, President & CEO of Lexicon Systems, LLC, an independent management consulting firm in Houston, TX. Thought leader on environment, health & safety (EHS) and sustainability software. Trusted advisor on strategic planning and strategic marketing issues.

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