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BEST
GLOBAL
BRANDS
2011

Defining “Brand”

World Changing Brands

Top Trends

The 100 Most Valuable
Brands

Brand Sector Overviews

Brand Strength

1
Best GloBal Brands 2011 by Interbrand

www.BestGlobalBrands.com

TABLE OF
CONTENTS
BEST GLOBAL BRANDS 2011

02-03

16-43

living up to the true definition of brand isn’t
easy, but it is possible.

rankings andbrand profiles for the top 100 Brands of 2011.

Defining "BranD"

BeST gLOBaL BranDS 2011

04-09

WOrLD CHanging
BranDS

Meet the four brands that made their boldest
ideas a reality in 2011.

44-65

SeCTOr
OVerVieWS

Industry insights from our experts.

10-15

66-67

CriTeria anD
MeTHODOLOgY

We look at the ongoing investment and
management of brands as businessassets.

68-69
BranD
STrengTH

our 10 Brand strength Components.

70

TOP TrenDS
Of 2011

aBOUT
inTerBranD

rebels, partners, and human-like machines.
How brands stayed ahead in 2011.

Contributors and contact information.
1
Best GloBal Brands 2011 by Interbrand

2
Best GloBal Brands 2011 by Interbrand

DEFiNiNG

"BRAND"

By JEz FRAmpTON

Brand:
n. a living businessasset
We are living in uncertain times; the economy remains in flux,
civilians are taking to the streets in protest and seeking political
change, natural disasters abound. all in all, it seems as though the
tough times aren’t over yet.

from brands, and as such, brand owners must become more sensitive
to their needs and desires to ultimately evolve the brand experience
across the wholeorganization. these trends demand significant
change in management structures and decision making for large,
traditional, organizations, of which there are many in our top 100.

For brands, the ups and downs of today’s world make an already
competitive marketplace all the more complex. Brands increasingly
need to be quick and nimble—flexing to stay one step ahead of the
change happening allaround them. and it isn’t just about speed,
it’s about consistency and accuracy in response to the social media
connected and hyper-aware marketplace: every employee must be
able to predict and respond in-line with the customer expectations
and desires of the brand.

to ensure the brand is truly a business asset, and to increase barriers
to competition, organizations need to truly live theirbrand values
internally. removing silo structures, so that multi-functional
teams can work together seamlessly to drive creative thought and
innovation, is a frequent subject of conversation in many large
corporations. the time for discussion is swiftly coming to an end
as we truly enter the age of the socially networked world.

In order to succeed, we believe Ceos, CMos, and Brand Managersmust manage their brands as living business assets, constantly
nurturing them in order to keep pace in a rapidly changing world.
Your customers interpret your brand as a result of every interaction;
from culture to product, from environment to communications.
In short, everyone in your organization is a brand manager now!

the top 100 Best Global Brands show us what is possible. thesestrong
and highly innovative brands have responded to the needs of their
people, their consumers, and the world beyond their corporate
doors. In times like these, it’s an admirable achievement worth
celebrating and emulating.
Congratulations to the top 100 from all of us at Interbrand.

the business leaders who manage the top 100 Best Global Brands
understand that what consumers want in HongKong may be very
different from what they desire in rajasthan. they also recognize that
it is about more than simple market expansion! But, savvier, and more
discerning customers are demanding greater degrees of engagement

Jez Frampton
Global Chief executive
Interbrand

3
Best GloBal Brands 2011 by Interbrand

wORLD CHANGiNG
BRANDS
AppLE, COCA-COLA, Bmw, AND pANASONiC

each year...
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