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Ch11 Creating brand equity 01 - Protected View Sere s PC Layout References Mailings Review View Help ternet can contain viruses. Unless you need to edit, it's safer to stay in Protected View Enable Editing Individual work, 10 points, due 3 March, hard copy The most valuable brands in the world Student task As you probably know, brand equity is becoming increasingly important factor to successful brands. Brand equity has the ability for firms to 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. 1. Apple 2. Google 3. Microsoft 4. IBM 5. Visa 6. AT&T 7. Verizon 8. Coca-Cola 9. McDonalds 10. Marlboro D. Focus Ch11 Creating brand equity Liudo 1] - Protected View - Surew ww ws PC Layout References Mailings Review View Help Enable Editing Internet can contain viruses. Unless you need to edit, it's safer to stay in Protected View 7. Verizon 8. Coca-Cola 9. McDonalds 10. Marlboro Student Discussion Questions 1. Most professional brand valuation firms consider the impact of brand's contribution to overall profitability to measure brand equity, rather than softer emotional metrics, such as likability - do you agree with this profit-focused approach? 2. Have a look at the top 10 brands in the world, what similarities can you see in regards to their marketing activities? 3. 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? O oo e P