Best Brands of the World: What Makes Them Tops?

What makes a “BEST BRAND”?  Trust?  Consistency?  Simplicity of Purpose?  Niche? Money?

Here are 5 links to brand ranking articles, lists and websites that I find have interesting branding insights:

  • The Interbrand Survey has a list of the best global brands of 2008 from September 2008
  • BusinessWeek offers their view of the Best Global Brands response to the recession… although this report is from September 2008. These brands are ranked based on the proportion of income as a result from the brand, role of the brand in how people choose and how strong the brand is.
  • For a look at brand logos over the years, check the link to logos on the best brands of the world website. I love that it has many of the logo variations over the years from different brands.
  • Forbes photo list of top Strongest Automobile brands in the US.  An excerpt from their March 11,  2009 article called America’s Strongest Automakers:

 “I say ‘Toyota,’ and you say ‘reliability’. I say ‘BMW,’ and you say ‘engineering’. I say ‘General Motors,’ and people go ‘uh?’ And that ‘uh?’ That’s the sound of a brand dying.” 

That lack of niche is definitely a branding problem, although I found they also listed Chevrolet among the top 10 auto brands. Forgive me, but isn’t that a GM brand? Does GM market any car as a GM car or are they all their own brand. I can say Toyota Camry, Honda Accord… but I don’t say GM Chevy or GM Saturn. Chevy and Saturn are their own brands, right?

I’d appreciate your thoughts.