Many tend to associate “world domination” with Apple. It’s certainly changed much of what we do, and does so with products that could easily fit in your pocket. But while recent research hailed it a king of global success, it also made clear it was but one of six brands to have won us over completely.
Global strategy consultancy Prophet dedicated its research to unveiling which brands have us undeniably hooked – and wanting to know more about its findings, we spoke with Ian Kirk, a partner at Prophet.
The six brands that stood out – adidas, Apple, Microsoft, Nike, Samsung and Visa – he explained, offered a few lessons SMEs should take into account. Here’s how the conversations with Kirk went:1) What was the criteria used to identify these six world-dominating brands? For our Prophet Brand Relevance Index, we surveyed 45,000 customers in the US, China, Germany and the UK about more than 80 brands across 25 industries. We asked consumers to rate brands on four attributes that we’ve determined make up brand relevance: customer obsession, pragmatism, innovation and inspiration. We believe brand relevance is the single biggest determining factor for a brand’s long-term success, and those that score higher on our metrics of relevance grow faster, and more profitably, than competitors. These six brands are the only ones that made it in the Top 50 brands in all four countries surveyed. 2) So did the companies make the top six by a landslide? Here’s the ranking for each brand in each country. In general, the results in China were somewhat different from Germany, the UK and US. In western markets, Apple did spectacularly well. You could call that a landslide. Nike and Samsung also put in good all-round performances. Visa, although it wasn’t as strong in the west, excelled in being indispensable, dependable and available.
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