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TELM AUR LULL e3 AMarketPoint Infographic What's in a Brand? The word “brand” originated from the Norse word for fire,’ and it still carries images of the branding irons used by American cowboys to mark their cattle. Around the turn of the 20th century, J. Walter Thompson adopted the word “brand” to refer to the connection between manufacturer and consumer. And today, the term “brand” has come to represent the very soul of the provider-consumer relationship. Competition Among Brands Is Fierce ' 10,000,000 379,000 170 the amount of brands the amount of brand experiences | the amount of brands an average in the world the average person has per year Person interacts with ona typical journey to work (Forbes defines “brand value” as “net brand earnings” X the 3-year average price-to-earnings multiple.) Rank 1 2 3 4 5 | 6 7 8 9 10 z £ 3 = £ = =z 2 § = 3 ¢ = = 3 = 2 z 2 = 2 g & 5 & 2 == 2 & 3 8 3 = 3 som” | 104.3 | 56.7 | 54.9 50.7 | 47.3 | 39.4 | 34.2 | 30.9 | 29.5 | 28.4 Branamen™™e| 156.5 | 77.8 | 23.5 104.5 os| ms 132.1) 53.3 | 181 | 9.4 COM aa. EN oe 1 @ Om ¥ The Biggest Br Ce UC Ma NE Ly the Most Profitabl the Most Valuable ExxonMobil é @Q é revenue| $449.9 B|$156.5B — revenue|$467.2B| $156.58 post | $44.98] $41.78 fant | $7.68) $104.38 a = Profit % vrand — 10% otrevenue | 27% of Revenue 1.6% of Revenue | 66.6% of Revenue Big Brands Aren't Just for Grown-Ups Lego (Billund, Denmark) is valued at $15 Billion.‘ 6 8 & & * 6 6 @ Kjeld Kirk Kristiansen, grandson of the company’s founder, is the richest man in Denmark, worth $7.3 Bi In 2012, retail sales of licensed Overall, the products based on Disney brands entertainment licensing industry generated generated $39.4 billion’ $49.3 billion’ (more than six times its nearest competitor) SCM HCE) Ti Marlhoro Of the many tobacco brands that once dominated markets, only Marlboro remains among the Brand Finance Global 500 Brands American Attitudes Towards Brands’ 2.90 64% of Americans believe brands | 71% of Americans believe brands In the United States, people should be actively involved in solving ; should play arole in improving | would not care if 92% of social and environmental problems | our quality of life and well-being | brands disappeared Our Love-Hate Relationship with Brands (ranked by social media mentions) * ~ 3 gz 5 sZ2.3822 8 Sez2eERE Fr: MostLovedBrands © ~~ 12 3 4 5 6 7 8 9 10 Le ~ 3 gtes Es 22igiiaii: MostHatedBrands = = - = = === = = 12 3 4 5 6 7 8 9 #10 Top 10 Red Brands / Blue Brands ULM Acco etal) 9 Republicans Rank Democrats Fox News 1 Amazon.com Ford 2 Subway Subway 3 PBS History Channel 4 Google Chick-Fil-A 5 YouTube FOX 6 Walgreen's Lowe's 7 Kindle Amazon.com 8 Apple ve 9 Ford Olive Garden 10 Netflix Sources: 1The Content Marketing Revolution” Content Marketing Association (2012) 2"The Worlds Mast Valuable Brands" Forbes (November 2013) 1 ney can.com (23 March 2014) Valuable Toy Company in th up merchandise sales at light sp. inanc.com (2013) 7Meaningfl Brands US Factsheet Havas Media (2013) 8°The Most Loved and Hate al Media Explorer (2012) 92013 -Annual Rankings: US com (23 Mach 2014) Week (15 April 2013) LATimes (18 June 2013) © Copyright 2014, MarketPoint LLC

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