According to a recent survey by brand consultancy Belong, and publicised through the major newspapers, the following is what they are trying to tell us (I suspect, tongue in cheek) is a list of the TOP 20 BRANDS IN AUSTRALIA:
1. Hells Angels
2. Apple
3. Star Wars
4. Dove
5. Moleskine
6. Smiggle
7. The Body Shop
8. Virgin
9. Alannah Hill
10. Ecko
11. Catholic Church
12. Nike
13. Free Hugs
14. Harley Davidson
15. Peter Alexander
16. T2
17. Bra Boys
18. Sunrise
19. Circus Oz
20. Boost
Surprised? I was. A brand had to fulfil three criteria: whether consumers could easily understand what it stood for, if there was a clearly articulated belief, and whether there was behaviour particular to the brand, for example, people went to great lengths to defend it.
On that basis, I'm wondering how footy, booze and cigarettes have failed to make the grade.
For my money, a better set of criteria would have been:
- Visibility within the category
- Whether that visibility adds to market share
- Durability
- Price premium
What would be on your list of Top 20 Brands? What criteria would you use?
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