Top Brands And What They Share

So, you want to Brand something - yourself, a product, a service, a group, a life-style, whatever. More importantly you want the Brand to be successful, known, purchased, used, and valued. Well, the best place to start is by looking at the top global brands and seeing what they have in common.

The 20 Top Global Brands (based on value):

1. Apple
2. Google
3. Coca Cola
4. Microsoft
5. Toyota
6. IBM
7. Samsung
8. Amazon
9. Mercedes Benz
10. General Electric
11. BMW
12. McDonald's
13. Disney
14. Intel
15. Facebook
16. Cisco
17. Oracle
18. Nike
19. Louis Vuitton
20. H&M

These 20 companies vary greatly in terms of products or services offered and in terms of culture and markets served. Seven tech companies (Apple, Google, Microsoft, Amazon, Intel, Cisco, and Oracle). Six consumer products companies (Coke, Samsung, McDonald's, Nike, Vuitton, and H&M). Three auto (Toyota, Mercedes, and BMW). One entertainment in Disney. One social media, Facebook (I do not consider it a tech company). Two hybrids (IBM and General Electric),

So, what are the common threads that run through these Brands that make them the Tops. There are only four but these are the Brand drivers for all of these companies.

- A Clear Growth Strategy.  The new corporate buzz-word these days is streamlining. Agility and focus are front-and-center in the corporate offices of these companies.  The goal: to send a clear and concise message to everyone through your Brand.

- Managing the Blur. All business sectors are impacted by technology, which is ever evolving, so being able to effectively manage ambiguity at every facet of the business is paramount.

- Borrow From The Best. All brands and businesses are moving at an accelerated pace making significant operational changes harder and harder - so top global brands borrow from the best. Aligning with other businesses, acquiring and embracing what others do exceptionally well
is what extends the core offerings of a brand.

- Zeroing In On The Customer. Being customer-centric is a MUST. Branding is not an exercise in vanity, but a tool to be used to deepen and identify who you are in the marketplace. Strong brands normally grow stronger as their defining element to brand success is user experience.

In brand building and development a business cannot follow it must lead and have a clear sense of self. The Brand and business culture must be cohesive and built around people.

Jim Lavorato