Battle of the Brands

Interbrand announced the world’s most powerful brands (based on reader surveys). Reuters covers it here.

Globally:

Source: Interbrand n=3,625

North America:

Source: Interbrand n=1,595

What’s obvious and striking about this is the limited presence traditional companies on these lists. That is more true of the North American list than the global rankings. But what’s true about both lists (which have limited sample sizes) is Google’s ownership of two of the top three slots (with YouTube).

Look at Wikipedia also. And, of course, Craigslist.

This brand recognition and power feeds a cycle of usage. The user experience helps create the brand and the brand reinforces usage. Thus brand weakness holds direct implications for usage.

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