May 312015

Teaching Notes for this Marketing Activity

This marketing exercise is designed to look at the most valuable brands in the world – as highlighted by the BrandZ top 100 for 2015.

Additional resources: Here Are the Top 100 Brands in the World

Student task

As you probably know, brand equity is becoming increasingly important factor to successful brands. Brand equity has the ability for firms to to gain additional market share, at a price premium, with increased customer loyalty, and greater acceptance of new products. It also provides significantly more access to more retailer channels and easier ability to enter new markets.
Professional valuation companies that rank firms on the brand equity value consider how much the brand contributes to additional profitability. Here are the top 10 brands for 2015 as determined by Millward Brown.

  1.  Apple
  2. Google
  3. Microsoft
  4. IBM
  5. Visa
  6. AT&T
  7. Verizon
  8. Coca-Cola
  9. McDonalds
  10. Marlboro

Student Discussion Questions

  1. Most professional brand valuation firms consider the impact of brand’s contribution to overall profitability to measure brand equity, rather than softer emotional metrics, such as likability – do you agree with this profit-focused approach?
  2. Have a look at the top 10 brands in the world, what similarities can you see in regards to their marketing activities?
  3. Only a few years ago Coca-Cola was the most valuable brand in the world, a position it had held for a long time. Do you think it is possible for Coca-Cola to every regain the number one spot?
  4. How is it possible that the Marlboro (cigarette) brand is still in the top 10 most valuable brands in the world – given it is prohibited from advertising in many countries? Therefore, to what extent do you think that advertising spend influences overall brand equity?



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