by Carlo Longino

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?

Reader Comments (rss)

(Flattened / Threaded)

  1. identicon
    Ivan Sick, Aug 4th, 2005 @ 8:36pm

    No Subject Given

    I honestly can't think of a case where "best" isn't subjective.

    reply to this | link to this | view in thread ]

  2. identicon
    Boilerbob, Aug 5th, 2005 @ 7:13am

    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.

    reply to this | link to this | view in thread ]

  3. identicon
    cheesy, Aug 5th, 2005 @ 8:22am

    No Subject Given

    mmm... Velveeeeeeta. Nothing says quality like psuedo cheese

    reply to this | link to this | view in thread ]

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