Brands readily categorise between Corporate & Product. If we look at the recent release by YouGov of their BrandIndex league table for the UK for 2011 (as per our graphic) we reckon that 13 are Corporate and 7 are Product (counting Cadbury’s and Boots as the latter).
Interesting that two internet/technology giants top the table and this to an extent recurs on global brand rankings such as Interbrand’s.
These are the 2011(2010) top 10:
- Coca Cola (1)
- IBM (2)
- Microsoft (3)
- Google (4)
- GE (5)
- Macdonalds (6)
- Intel (7)
- Apple (17)
- Disney (9)
- hp (10)
amazon was 26 (36).
We were somewhat surprised that Apple didn’t figure in the UK top 20 but this may partially be due to many of their products being brands in their own right.
This is Apple’s self-description:
“Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad.” So at least 5 major brands there.
amazon also have (more recently) gone down a similar path in brand terms with their Kindle family of e-readers and tablets.
Weber Shandwick have just published a survey (The Company Behind the Brand pdf) of both consumers 70% and corporate executives 30% which concludes that “Corporate reputation and brand reputation are now nearly indivisible”
We also liked a couple of the respondent quotes:
“The company is the soul of the product”
“Corporate reputation contributes to company market value”
Re the latter quote Apple yesterday briefly went over the $400bn market value level which led to the it’s “worth more than Greece” comment!
It announces its results next Tuesday (including unit volume sales for all the “i” hardware products which we are looking forward to). Analysts are expecting earnings per share of around $10 for the quarter and their cash mountain will be likely moving towards $100bn from the September 2011 figure of $81.5bn.