The University of South Brand Equity and Popular Brands Questions As you probably know, brand equity is becoming increasingly important factor to successfu

The University of South Brand Equity and Popular Brands Questions As you probably know, brand equity is becoming increasingly important factor to successful brands. Brand equity has the ability for firms to gain additional market share, at a price premium, with increased customer loyalty, and greater acceptance of new products. It also provides significantly more access to more retailer channels and easier ability to enter new markets.
Professional valuation companies that rank firms on the brand equity value consider how much the brand contributes to additional profitability. Here are the top 10 brands for 2015 as determined by Millward Brown (Links to an external site.).

Apple
Google
Microsoft
IBM
Visa
AT&T
Verizon
Coca-Cola
McDonalds
Marlboro

Student Discussion Questions

Most professional brand valuation firms consider the impact of brand’s contribution to overall profitability to measure brand equity, rather than softer emotional metrics, such as likability – do you agree with this profit-focused approach?
Have a look at the top 10 brands in the world, what similarities can you see in regards to their marketing activities?
Only a few years ago Coca-Cola was the most valuable brand in the world, a position it had held for a long time. Do you think it is possible for Coca-Cola to every regain the number one spot?
How is it possible that the Marlboro (cigarette) brand is still in the top 10 most valuable brands in the world – given it is prohibited from advertising in many countries? Therefore, to what extent do you think that advertising spend influences overall brand equity?

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