For those who are interested in stock market,
it is not hard to see most of the leading companies
with outstannding perfomance in the market,
are also companies with strong brand image.
There is actually a study from Interbrand indicates that
the Best Global Brands index
has consistenly outperformed the markets.
Some brands have dramatic growth in value recently include:
Google
BMW
Starbucks
Apple
are recognized in Best Global Brands 2007.
CocaCola,
with its $65,324 millions in brand value,
remainds #1 brand in the world.
The value is leading its competitor
Pepsi
by $52436 millions , who 's ranking#26 in the report.
Coca Cola's brand power does not come from nothing.
Its brand managers have really creat it
a strong image.
Say what come to your mind when thinking about Coca Cola
Santa -
red + white, the best colours to remind people their beloved figure.
Chrismas -
a great stratege in using the most popular holiday in western world.
Polar Bears -
concerns about global warming somehow helped with raising awareness of them.
Children & Families & Happiness -
same as those for McDonald's, may be the reason why they are partners.
and more recently-
the coke factory .
Slogans:
Always Coca Cola
The Coke Side of Life
Then let's now have a look at
Pepsi.
Not lacking advertisements and exposures
but the brand image is far weaker than Coca Cola.
Lack of consistency!
When consumers buy a product,
we do not usually just buy the usage of it ,
more ofter we buy also its image,
the brand certanly brings us consumer surplus!
So that, people
Always Coca Cola!
When people make a purchasing decision,
