I’m on the Business Superbrands Expert Council. It’s been interesting to think about how to quantify and score brands. It’s an exercise in turning something emotional into something numeric.
The definition of a Business Superbrand is interesting because it involves emotional and practical elements:
‘A Business Superbrand has established the finest reputation in its field. It offers customers significant emotional and/or tangible advantages over its competitors, which customers want and recognise.’
Anyhow, here are the top ten for 2009:
- Rolls-Royce Group
- Sony
- Microsoft
- Nokia
- GlaxoSmithKline
- London Stock Exchange
- Michelin
- BP
- Bupa
The full list is on the Superbrands website.
Interestingly, British Airways has dropped out of top ten for the first time. Since many of these brands are a day-to-day part of our lives, I guess this shows that the Terminal 5 problems and discontent over the proposed new runway at Heathrow have given voters pause. Nothing destroys a brand more quickly than losing your luggage, waking up the children and undermining the value of your house.
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