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20 January 2014

Who owns the world's best known brands?

2113-65e3a-picture_photo-giorgio-armani-model.jpg

"Brands are intangible assets and account for, on average, 75% of the value of a company."

– Blake Deutsch

Investors don't value what businesses make. The sharemarkets around the world have placed the most value not on production, rather they value the power of brands. Most share prices are a reflection of the future earning ability of a brand. The brands people most recognise also get the most votes from investors.

Just ten global companies own a surprising number of the world's best known brands.

From cat food to confectionary, shampoo to fragrances, each of these companies use their marketing skills to create shareholder value. As well as the dairy brands you probably associate with Nestle, the Swiss company also owns some of the most renowned brands in other diverse categories. Most people are surprised to see just how many categories just ten global corporations are active in. (View on Pinterest):

worlds most famous brands
See larger image on Pinterest.

The big benefit of differentiating your brand is pricing power

The same marketing disciplines that are used to by Nestle to differentiate Kit Kat are leveraged by Nestle in other categories like fragrance. Georgio Armani Beauty is a Nestle brand, with Cate Blanchett its public face. Differentiation is why Nestle can charge a premium for perfume, Purina pet food and Nespresso coffee capsules.

In an Internet enabled world, where prospects can literally buy anything from anyone, it is now essential to differentiate your brand. It is differentiation that will ensure long term sustainable and profitable business.

Big brands have the world covered, which opens market niches to the nimble

The good news for challenger brands is the majors have slimmed down their portfolios over the last decade to concentrate on a smaller number of brands they can manage globally. So if you now apply the same proven brand marketing disciplines in niche markets you can most likely do so knowing there will be less competition from big global players.

As for Armani the fashion brand, it's still a family owned business with Georgio, it's 78 year old founder, still at the head. See how UNO grows Challenger Brands, including a number of successful Australian family businesses, just download our free eBook.

rands are intangible assets and account for, on average, 75% of the value of a company.” - Blake Deutsch - See more at: http://www.r-co.com.au/brand-building-for-business-success/#sthash.XGEEw6MT.dpuf
rands are intangible assets and account for, on average, 75% of the value of a company.” - Blake Deutsch - See more at: http://www.r-co.com.au/brand-building-for-business-success/#sthash.XGEEw6MT.dpuf
rands are intangible assets and account for, on average, 75% of the value of a company.” - Blake Deutsch - See more at: http://www.r-co.com.au/brand-building-for-business-success/#sthash.XGEEw6MT.dpuf
rands are intangible assets and account for, on average, 75% of the value of a company.” - Blake Deutsch - See more at: http://www.r-co.com.au/brand-building-for-business-success/#sthash.XGEEw6MT.dpuf
rands are intangible assets and account for, on average, 75% of the value of a company.” - Blake Deutsch - See more at: http://www.r-co.com.au/brand-building-for-business-success/#sthash.XGEEw6MT.dpuf
rands are intangible assets and account for, on average, 75% of the value of a company.” - Blake Deutsch - See more at: http://www.r-co.com.au/brand-building-for-business-success/#sthash.XGEEw6MT.dpuf
rands are intangible assets and account for, on average, 75% of the value of a company." - Blake Deutsch - See more at: http://www.r-co.com.au/brand-building-for-business-success/#sthash.XGEEw6MT.dpufrands are intangible assets and account for, on average, 75% of the value of a company.” - Blake Deutsch - See more at: http://www.r-co.com.au/brand-building-for-business-success/#sthash.XGEEw6MT.dpuf

“Brands are intangible assets and account for, on average, 75% of the value of a company.” - Blake Deutsch - See more at: http://www.r-co.com.au/brand-building-for-business-success/#sthash.XGEEw6MT.dpuf

“Brands are intangible assets and account for, on average, 75% of the value of a company.” - Blake Deutsch - See more at: http://www.r-co.com.au/brand-building-for-business-success/#sthash.XGEEw6MT.dpuf
“Brands are intangible assets and account for, on average, 75% of the value of a company.” - Blake Deutsch - See more at: http://www.r-co.com.au/brand-building-for-business-success/#sthash.XGEEw6MT.dpuf
Glenn | Tags: brand equity differentiatiion


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