In the world’s most extensive survey of international and regional brands, Coca-Cola, McDonald’s and Microsoft top the list as the most recognized brands worldwide. But Sony, LG and Wal-Mart are first among a group of newcomers topping the “Brand Extendibility” global ranking, which identifies a brand’s ability to enter new markets and add new products to its portfolio.
From flagship products like Windows and Office to new products like Surface and Zune, Cheskin has been contributing to Microsoft’s growth since 1990.
The relationship that we’ve cultivated has been rewarding for both companies, enabling mutual business growth and great friendships along the way.
The problem with really great advertising is that it tells you what to expect. You see a bunch of efficient and knowledgeable people engaging in a great, sexy brand and you think “I want that!” I want to feel smart and ahead of the game, so that brand must be the one for me.
Then, when you wander into the brand’s store or call its help line, you expect, at the very least, some efficient and knowledgeable people to be waiting there to help you. Cue a chorus of “yeah, right’s!” and some judicious eye rolling!
An Icon Added Value CSR Study
Corporate governance, corporate social responsibility, corporate citizenship, corporate image – all things ‘corporate’ are high on the agenda. When the turnover of WalMart is as high as the gross domestic product of Denmark; when the top 200 companies account for a quarter of all global economic activity; when more than half of the 100 greatest economic powers are companies rather than countries; then it is about time that we begin to wonder what responsibilities companies have, what responsibilities they should have and what they actually take responsibility for.
 Eco-friendly paint – Companies like Earthborn are now making sure that their paint is certified free of harmful emissions – look out for the Defra’s Ecolabel logo. www.defra.gov.uk |
Since our ‘Branding for Good’ Summit last October, there has been an abundance of media coverage, mostly surrounding climate change. Consumers are becoming increasingly more aware. Climate change is being escalated up the political agenda. But, from our survey last October, we know that consumers feel that business, as much as government, dictate the rules and as such are equally accountable for climate change. In the UK, M&S is setting the course to do just this. Read more…
