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Global Brands

COLLAPSE

It is both interesting and surprising that despite the global pandemic, the global brands continued to soar high in the marketplace. One noticeable fact with the top brands is the diversity. Amazon itself is an ecosystem retailing in also every household good and recently, services. The brands invest in value growth processes, and they all seem to focus on the daily living of the global citizens. Looking at the brands it is evident that they have substantial capital and resources to innovate, diversify and beat competitors. It is believable to note that these brands invest heavily in marketing, research, and technology to advance their operations. These brands' creativity and innovative nature are their success secret. They could only command premiums with their ability to assist people to navigate life both off and online. During the pandemic, everyone was at home and while some had lost their jobs, some worked from home and they had the online platform to shop for goods and services. The Brandz report identifies six categories to have increased their value: online retail, technology, and insurance. The basis of their success could be drawn from their capacity to have adapted to the new normal in the shortest time period. It could also be because they had already established their online and offline operationality before the pandemic.

The list is reasonable, and the most surprising member is the Moutai, the alcohol brand. I have never heard of the brand until I read this piece. I shop for electronics, apparel, books, and house supplies at Amazon for it is convenient and their flexibility for return and exchanges. Amazon could do better in customer service by establishing local offices for their customers in-person visits. The lesson I have learned is that is possible to group, link, and rate companies in the global market.