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BrandZ™ Top 100 Most Valuable Global Brands 2014
The annual BrandZ™ Top 100 Most Valuable Global Brands has launched; the biggest news being Google taking the top spot with a brand value of $158,843 million. Tencent was the top riser, with its brand value rising 97 percent to $53,615 million. The total value of this year’s Top 100 increased 12 percent, to $2.9 trillion, following a 7 percent rise in 2013. You can find the full rankings, as well as insight, expert analysis and opinion in the full report.
Command a Price Premium for Profitable Growth
Generating more sales is a straightforward process; you merely drop your price, and sales will in all likelihood increase. However, as Nigel Hollis, Chief Global Analyst at Millward Brown argues in this Point of View, the long-term effects of training consumers to expect cheaper prices of your brand are dire. Reliance on price promotion often leads to a vicious cycle of further slashing of prices as customers expect discounts. Brands must innovate to command a price premium in order to sustain margins.
How Do I Successfully Advertise a Variant?
Advertising a variant using an existing parent brand can be advantageous; using branding devices, styles or musical cues can imbue the variant with values associated with the existing umbrella brand. Indeed, the use of established branding devices in a variant’s launch can also be of benefit to the parent brand. However, if the variant’s differences are not emphasized enough, ads may simply be seen as purely for the umbrella brand.
Google Overtakes Apple as Most Valuable Global Brand
Doreen Wang and Peking Tan discuss Google’s rise in the Global Top 100.
Google Knocks Apple from Most Valuable Brand Top Spot
Marketing Week shares its findings about this year’s Top 100.
The World's Most Valuable Brand
Oscar Yuan speaks to CBS about the significance of Google’s position in BrandZ™.
Google Surpasses Apple as the Most Valuable Brand in the World
This year’s BrandZ™ report is explored by El Tiempo.