Difference between revisions of "Marketing Glossary"
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Brand value...is the financial worth of the brand. To determine brand value, businesses need to estimate how much the brand is worth in the market – in other words, how much would someone purchasing the brand pay?<ref>https://www.prophet.com/2016/09/brand-equity-vs-brand-value/</ref> | Brand value...is the financial worth of the brand. To determine brand value, businesses need to estimate how much the brand is worth in the market – in other words, how much would someone purchasing the brand pay?<ref>https://www.prophet.com/2016/09/brand-equity-vs-brand-value/</ref> | ||
<references /> | <references /> | ||
| + | |||
| + | {| class="wikitable" | ||
| + | ! INTRABRAND BRAND VALUE 2019 !! !! !! !! !! !! !! | ||
| + | |- | ||
| + | | Rank || Brand || Brand value (millions) || % change from prior year || Rank || Brand || Brand value (millions) || % change from prior year | ||
| + | |- | ||
| + | | 1 || Apple || $234,241 || 9% || 16 || Nike || $32,375 || 7% | ||
| + | |- | ||
| + | | 2 || Google || $167,713 || 8% || 17 || L Vuitton || $32,223 || 14% | ||
| + | |- | ||
| + | | 3 || Amazon || $125,263 || 24% || 18 || Oracle || $26,288 || 1% | ||
| + | |- | ||
| + | | 4 || Microsoft || $106,847 || 17% || 19 || GE || $25,556 || -22% | ||
| + | |- | ||
| + | | 5 || Coca-Cola || $63,365 || -4% || 20 || SAP || $25,092 || 10% | ||
| + | |- | ||
| + | | 6 || Samsung || $61,098 || 2% || 21 || Honda || $24,422 || 3% | ||
| + | |- | ||
| + | | 7 || Toyota || $56,246 || 5% || 22 || Chanel || $22,134 || 11% | ||
| + | |- | ||
| + | | 8 || Mercedes || $50,832 || 5% || 23 || Amex || $21,629 || 13% | ||
| + | |- | ||
| + | | 9 || Macdonald’s || $46,362 || 4% || 24 || Pepsi || $20,468 || -1% | ||
| + | |- | ||
| + | | 10 || Disney || $44,362 || 11% || 25 || JP Morgan || $19,044 || 8% | ||
| + | |- | ||
| + | | 11 || BMW || $41,440 || 1% || 26 || IKEA || $18,407 || 5% | ||
| + | |- | ||
| + | | 12 || IBM || $40,368 || -6% || 27 || UPS || $18,072 || 7% | ||
| + | |- | ||
| + | | 13 || Intel || $40,197 || -7% || 28 || Hermes || $17,920 || 9% | ||
| + | |- | ||
| + | | 14 || Facebook || $39,857 || -12% || 29 || Zara || $17,175 || -3% | ||
| + | |} | ||
== Positioning Statement == | == Positioning Statement == | ||
Revision as of 19:47, 25 April 2020
Brand Equity
Brand equity is a set of assets or liabilities in the form of brand visibility, brand associations and customer loyalty that add or subtract from value of a current or potential product or service driven by the brand. It is a key construct in the management of not only marketing, but also business strategy.[1]
Brand Value
Brand value...is the financial worth of the brand. To determine brand value, businesses need to estimate how much the brand is worth in the market – in other words, how much would someone purchasing the brand pay?[1]
| INTRABRAND BRAND VALUE 2019 | |||||||
|---|---|---|---|---|---|---|---|
| Rank | Brand | Brand value (millions) | % change from prior year | Rank | Brand | Brand value (millions) | % change from prior year |
| 1 | Apple | $234,241 | 9% | 16 | Nike | $32,375 | 7% |
| 2 | $167,713 | 8% | 17 | L Vuitton | $32,223 | 14% | |
| 3 | Amazon | $125,263 | 24% | 18 | Oracle | $26,288 | 1% |
| 4 | Microsoft | $106,847 | 17% | 19 | GE | $25,556 | -22% |
| 5 | Coca-Cola | $63,365 | -4% | 20 | SAP | $25,092 | 10% |
| 6 | Samsung | $61,098 | 2% | 21 | Honda | $24,422 | 3% |
| 7 | Toyota | $56,246 | 5% | 22 | Chanel | $22,134 | 11% |
| 8 | Mercedes | $50,832 | 5% | 23 | Amex | $21,629 | 13% |
| 9 | Macdonald’s | $46,362 | 4% | 24 | Pepsi | $20,468 | -1% |
| 10 | Disney | $44,362 | 11% | 25 | JP Morgan | $19,044 | 8% |
| 11 | BMW | $41,440 | 1% | 26 | IKEA | $18,407 | 5% |
| 12 | IBM | $40,368 | -6% | 27 | UPS | $18,072 | 7% |
| 13 | Intel | $40,197 | -7% | 28 | Hermes | $17,920 | 9% |
| 14 | $39,857 | -12% | 29 | Zara | $17,175 | -3% |
Positioning Statement
A positioning statement is a brief description of a product or service and target market, and how the product or service fills a particular need of the target market. It's meant to be used as an internal tool to align marketing efforts with the brand and value proposition.[1]
A additional source of good material on positioning statements and taglines is provided by MerlinOne, self described as an "AI-Centric Digital Asset Management Software" company.[2]
Tagline
A tagline is a catchy quip that evokes an image of your brand in the minds of your customers. Taglines enable people to make lighthearted associations with your business: "When I see [tagline], I think [company]." [1]