World’s Top 100 Brands Part 4

By on November 29, 2011

A series of posts on World’s Top 100 brands, segregated on the basis of their brand positioning. This list is not a ranking of brands, but merely an indicator of how the world’s top brands have successfully positioned themselves. This list is based on the book Brand Royalty: How the World’s Top Hundred Brands Thrive and Survive (Matt Heig, Kogan Page, UK).

Consistent Brands

  1. Coca-Cola: The Ultimate Brand
  2. Nivea: The Continuity Brand
  3. Hard Rock Café: The Memorabilia Brand
  4. Clarins: The Expertise Brand
  5. Campbell’s Soup: The Uniformity Brand
  6. Budweiser: The Targeted Brand

Advertiser Brands

  1. Kraft: The Household Brand
  2. Absolut Vodka: The Advertising Brand
  3. Benetton: The Color Brand
  4. Calvin Klein: The Sex Brand
  5. The Gap: The Easy Brand
  6. Diesel: The Ironic Brand

Distribution Brands

  1. Avon: The Resilient Brand
  2. Hertz: The Credibility Brand
  3. Domino’s Pizza: The Home Delivery Brand
  4. Dell: The Direct Sales Brand
  5. Amazon: The E-shopping Brand

Speed Brands

  1. Reuters: The Objective Brand
  2. FedEx: The “First” Brand
  3. Zara: The Speed-to-Market Brand
  4. Hello Kitty: The Cute Brand
  5. CNN: The Information Brand
  6. Google: The Search Brand
  7. Hotmail: The Viral Brand

Evolution Brands

  1. Bacardi: The Caribbean Brand
  2. HSBC: The Acquisition Brand
  3. Intel: The Educating Brand
  4. Samsung: The Rising Brand

Digital Age Brands (Our Addition)

  1. Facebook: The Social Networking Brand
  2. Twitter: The “Follow” Brand
  3. WordPress: The Blogging Brand
  4. MySpace: The Obsolete Brand (That’s a joke, actually. But an irresistible one!)

And with that we come to the end of this series on top global brands and their positioning. Next we will put up a list of top Indian brands.

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