The Brand

It all boils down to one’s philosophy on the role of the brand: If you believe in the power of brands–meaning the commercial value of lasting relationships with consumers that brands can create–then shouldn’t your marketers be engaged in the relentless pursuit of ideas that will elevate their brands?

Targeting senior creative agency executives, The Global Brand Owner Reputation Survey let leaders identify attributes that make a brand attractive as a client, and then graded twenty-seven global brands against those attributes. Of key importance,  brands who value ideas and who work collaboratively.

Nike, Apple, Google, Adidas and Volkswagen set atop the rest. The lowest performing brands were L’Oreal, GlaxoSmithKline, Reckitt Benckiser, Colgate, Johnson & Johnson and SC Johnson.

 

Read more here.

 

SOURCE: http://www.fastcocreate.com

Value of the Brand

Though methodology and results differ from the groups that track these sort of things, WPP’s Millward Brown is out with their BrandZ Top 100 list of most valuable global brands of 2012.

Looking at a number of factors, Apple sits atop the heap again this year. Rounding out the top 5, IBM, Google, McDonald’s and Microsoft. WIth little surprise, the biggest year-over-year gain went to Facebook, jumping from No. 35 in 2011 to No. 19 in 2012.

See the full top 100 here.