I always look forward to Brandchannel's Reader's Choice Awards, which are conducted amongst marketing-savvy respondents against the criterion of "impact" (fancy that, a brand actually making a difference, instead of cavorting with puppies, bunnies, babies and flowers)
It's unbelievable when you think about it that upstarts like YouTube and Wikipedia are in the global top 5. In fact, Google and YouTube make up a formidable 1-3 punch.
Skype surged ahead of parent, eBay, which is amazing.
Roughly 5 built their "brands" with barely a cent of advertising and 4 of these are under 10 years old. That said, the enduring power of brand is still evident (Coca-Cola), whereas innovation (Nokia) and change (Toyota) are both rewarded.
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