According to Forbes1, the most valuable brands in the world are:
Are there any that you don’t recognize? I doubt it. What makes these brands so valuable? There are a number of variables that go into strong brands.
- Consistency – No matter whether you are looking at a product package, their social media account or a television ad, these brands will have a similar look and feel across platforms. That is why you recognize the logos above – you have seen them over and over again.
- Purpose – Every good brand has a purpose. And that purpose often evokes emotion. This is often manifested through their mission and vision. It is the reason they exist (other than to make money). For example, Google’s mission is “to organize the world’s information and make it universally accessible and useful.”2
- Loyalty – Every one of the brands above has loyal customers. Customers that would not buy from a competitor. Just look at the loyalists that choose Android over Apple or vice versa. And increasingly, companies (particularly tech companies) are finding ways to make their products even more a part of your lives (think cars powered by Apple or Android).
How what does your brand say?