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22.1.06

Brandchannel announces its top brands for 2005 

Interbrand’s Brandchannel has announced the results of its survey, with pipping , and coming in third. and followed.
   The poll, for those who took part, is subjective, but then, most brands are. Or at least, when we quantify them, the methodology can be suspect.
   If the regular valuation-based tables are accurate, they would have greater parallels with these consumer-based ones. Brands encompass the passion they generate in people, and are not just assets on a .
   This illustrates a decline in , for a start. If doesn’t believe this, it needs to watch its value ranking slip: it will follow these surveys on . In fact, Coca-Cola did not even make the global top 10. (Some reasons for Coke’s decline are covered at and linked from here.)
   When examining different regions, was top in Europe, in Asia and in Latin America. The North American top three were Apple, Google and Starbucks ( and following).
   The sample was 2,528 professionals. The Brandchannel article can be found by clicking here.
   An earlier survey from Landor, on Americans’ top 2005 , was covered in the Beyond Branding Blog here. The Medinge Group 2006 Brands with a Conscience listing—a very different collection—is shown at this link.

Del.icio.us tags: brand | branding | Google | survey
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PS.: All voted through the web, and can be said to have a technological slant—though does that matter as much these days?  
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Entries from 2006 to the end of 2009 were done on the Blogger service. As of January 1, 2010, this blog has shifted to a Wordpress installation, with the latest posts here.
   With Blogger ceasing to support FTP publishing on May 1, I have decided to turn these older pages in to an archive, so you will no longer be able to enter comments. However, you can comment on entries posted after January 1, 2010.


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