insights: global brand reports

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Insights: Global Brand Reports


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I recently reviewed a few global brand reports and was surprised by some of the findings.

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I was happy to learn that the report details went beyond the

obvious high regard for products from brands such as Apple and

Coca Cola.




I have highlighted some of the

information I found most interesting in

the next slides.




Country of Origin

In FutureBrand's Made In report, the focus was not on the brands themselves.

Instead, the emphasis was placed on the countries that produce the strongest brands and highest quality for product categories.


http://www.futurebrand.com/images/uploads/studies/cbi/MADE_IN_Final_HR.pdf



The top ten Country of Origin strength rankings, per the report:

1- USA

2- France

3- Germany

4- Japan 5- Italy

6- UK

7- Switzerland

8- Sweden

9- China

10- S. Korea


http://www.futurebrand.com/images/uploads/studies/cbi/MADE_IN_Final_HR.pdf



This country listing has a strong correlation to the languages we see from clients for website, eCommerce, software, and documentation localization and for multilingual SEO.

However, certainly not in this order, as China rules the demand for localization with most leading translation companies.




But moving beyond the general country

reputation, when looking at certain leading product

categories it gets interesting.




A clear number one spot was Switzerland in the Luxury category.




France and Italy rank as number one and two, respectively, for the Food and Beverage category.




This was no surprise as these countries export a lot of wine and champagne, and

are known for good food.




But the UK being number seven in Food and Beverage came as a surprise to me.

I thought they would have been a bit lower given the general reputation for food in the UK.




Another surprise was the fashion industry statistics.

Surely Italy or France would be number one, right? No, the USA was listed in first place.

Italy and France came in at second and third, respectively.




This report provides a great deal of additional analysis and clarification for how the countries listed built their reputations.

But it is interesting to consider a country's reputation for branding separately from the individual brands.

Together they certainly can effect one another.




Global Brand Rankings

BrandZ updated their list of the top 100 Global Brands. The first thing I saw was that Google is listed in front of Apple.

Apple, on its way to possibly being the first company with a trillion dollar valuation, dropped their brand value 20% from 2013 and Google's increased 40% to take the number one spot. Google has not held the top spot in this report since 2010.


http://www.ft.com/m/html/expandable-picture.htm?d=false



I have to say I am a bit surprised to see IBM at number three as it seems to me that I do not

hear their name very much in the media or tech circles. Yes, they are a major company, but they are not getting headlines as much as in the past. Their value did drop a bit, but they are still able

to rank at number three. They rank one spot ahead of Microsoft.




Two China based companies are early on the list.

Given the growth of business in China, I would not have been surprised to see more China based companies

high on the list.

But the number of China based companies actually decreased in the latest report. Tencent and China Mobile rank 14th and 15th, respectively. Tencent

gained a 97% value change in one year, the largest value change among all companies listed.




A company I have never heard of called Zara ranks in at 35, ahead of companies like Exxon-Mobil, L'Oreal, HP, Red Bull, and Twitter. Zara

was very close to the same value as Nike.




New names to the list:• 71. Twitter• 78. LinkedIn• 94. Bank of America• 97. PayPal

Facebook (10) and H&M (69) were classified as most fun.




The report states that only 18 companies lost value this year, but the average has been 30

companies each year since 2006.

It was an average of 38 during the recession.

So the report of a 12% average growth this year is a good sign of the economic recovery.




Interbrand publishes a brand ranking report which is solely based on the brands' annual

revenue and does not consider other criteria of brand acceptance and perception strength. It is

good for a comparison, but misses the real value of a brand.


http://www.bestglobalbrands.com/2014/ranking/



They list Apple at number one and Google number two. It is not until the 94th spot that a

Chinese company appears (Huawei). When only based on revenue, a company with the brand

power of a Tencent in the Brandz report will not show its value in the Interbrand revenue based

report.




GlobalizationIn Sarah Gordon's Financial Times article, she quotes

Elspeth Cheung, head of BrandZ valuation at Millward Brown Optimor as saying, "One of the themes is that

these brands are becoming part of our lives.

" She adds, "The other big theme is globalisation as western brands are coming back this year."


http://www.ft.com/intl/cms/s/2/d8ea4e6e-da79-11e3-a448-00144feabdc0.html#axzz3VQu5bKZt



Globalization includes many things to a business, including communicating with their global client base.

We have seen an increase in marketing efforts from clients over

the past year for website localization and multilingual SEO to help them be found by potential customers looking for products and

services they offer.

Some companies are still using basic, immature processes to reach these customers, but many are investing in a more sophisticated process beyond basic translation to make their SEO/SEM efforts more successful. As they do this they just may find that they are

increasing their global brand ranking for 2015.




Further Resources on Translation Services

GPI has provided extensive language translation services to the Food and Hospitality industries worldwide. In addition, GPI has developed a user-friendly translation portal that makes it

extremely easy for non-technical users in these industries to submit projects for translation.

You will find the links below to some of our services and blogs on global tourism translation issues highly useful:

McDonalds Website Translation and Localization Case Study

Food & Beverage and Hospitality Translation TipsGlobal Branding: Translation Tip 3 for Food & Beverage and Hospitality

How to Prepare Better Chinese Tourism ContentSpeaking the Languages of Online Marketing in UAE

Website Translation: Personalized User Experience for your Target Markets

Please feel free to contact GPI at [email protected] with any questions about our language and technology services. Also let us know if you have any interesting blog topics you would like us to cover in our future blogs. You may request a complimentary Translation Quote

for your projects as well.


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