What Makes A Brand The Best?

from the idle-contemplation dept

The results of the latest “Best Brands” survey are out, with Sony, Dell and, um, Kraft topping the list. Every year, a market research company asks a sample of American adults “which three brands do you consider the best?” and every year, the results are slightly puzzling. Another company compiles a global list each year, applying quantitative criteria to come up with its rankings, which feature the more usual list of suspects, and differs pretty significantly. So what, then, makes a brand the best or most valuable, and furthermore, aren’t these lists pretty meaningless? For example, a Mac news site points out that Apple didn’t make the cut on the US survey, with 3 of its competitors in the top ten. Those companies also outrank Apple on the global list, but it hasn’t stopped it from destroying them in iPod sales. One valid argument there is that the iPod brand is probably separate from — and maybe stronger than — the Apple brand. But is that really very important, as long as products keep selling?

Rate this comment as insightful
Rate this comment as funny
You have rated this comment as insightful
You have rated this comment as funny
Flag this comment as abusive/trolling/spam
You have flagged this comment
The first word has already been claimed
The last word has already been claimed
Insightful Lightbulb icon Funny Laughing icon Abusive/trolling/spam Flag icon Insightful badge Lightbulb icon Funny badge Laughing icon Comments icon

Comments on “What Makes A Brand The Best?”

Subscribe: RSS Leave a comment
Boilerbob says:

What makes them "Best"

Although it has no real relevance for my life, if you are running a company and want to be one of the best this would be informative. The question is what makes these companies the best? Is it the products, the advertising, customer service, or just hearing their names 100 times a day? Considering most people go to work and see Microsoft’s name everwhere on the desktop and never see Apple’s, the gut reaction is to say MS is “better” then Apple.

Add Your Comment

Your email address will not be published. Required fields are marked *

Have a Techdirt Account? Sign in now. Want one? Register here

Comment Options:

Make this the or (get credits or sign in to see balance) what's this?

What's this?

Techdirt community members with Techdirt Credits can spotlight a comment as either the "First Word" or "Last Word" on a particular comment thread. Credits can be purchased at the Techdirt Insider Shop »

Follow Techdirt

Techdirt Daily Newsletter

Techdirt Deals
Techdirt Insider Discord
The latest chatter on the Techdirt Insider Discord channel...