Get Essay Help- Have a look at the top 20 brands in the world what similarities can you see in regards to their branding activities?
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 (http://wppbaz.com/admin/uploads/files/BZ_Global_2016_Report.pdf)
1. Have a look at the top 20 brands in the world what similarities can you see in regards to their
2. 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?
3. How is it possible that the Marlboro (cigarette) brand is still in the top 20 most valuable brands in
the world – given it is prohibited from advertising in many countries? Therefore, to what extent do
you think that advertising expenditure influences overall brand equity?