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In the 80s of the last century, a familiar teacher with horror showed the presentation of a second-grade student based on the fairy tale "Frost". The schoolgirl wrote that the girl was so good and obedient that Morozko awarded her: "he put on everything branded." We did not know the beautiful word “brand” then, but already understood: Levi's jeans, Adidas sneakers and Marlboro cigarettes are cool. Because it is fashionable and - quality.
Actually, we gave the simplest explanation of what the term “brand” means: a name that affects the behavior of market consumers.
Now the consumer sees a well-known brand (or nameplate on the hood) - and he immediately has confidence: this is the guarantee of quality.
HOW TO COUNT A MILLION
Specialists have long been trying to calculate how much this or that famous brand can cost, they come up with a variety of techniques. The most recognized is the technique proposed by the international agency Interbrand; it has been conducting such research together with the newspaper Business Week since the early 1970s and now annually publishes a report on the best brands - Best Global Brands.
The calculations take into account the current financial condition of the company, brand assessment by ten parameters (in comparison with competitors in the industry), as well as the influence of the brand on the purchase decision. The result is a certain figure that can change annually - both grow and fall. Of course, one should not think that these figures have a specific meaning. But they can be used to evaluate a particular product in relation to competitors, the company's policy, its position in the market, and make plans for the future.
A strong brand is a guarantee of constant good sales. They try to cherish Mark, cherish and protect from scandals.
WHO IS ON THE LIGHT EVERYTHING MORE?
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The top ten brands are Coca-Cola, Apple, IBM, Google, Microsoft, General Electric, McDonald's, Intel, Samsung, “Toyota . This is by far the most expensive car brand. In total, there are 14 automobile brands and one gasoline in the first hundred.
The Korean “Kia” appeared on this list for the first time, and 13 other automobile brands increased their value. They actively continue to look for ways to the heart and wallet of customers. In general, the fact that there are so many automobile brands on the list of the most valuable brands speaks of the place of the car in the scale of material values.
Not a single Russian company, alas, is on the list. But not because our brands are weak. Say, MTS (the most valuable in the country, worth $ 7.8 billion) could theoretically take 46th place in the world rating, between L'Oreal and Heinz. But apart from the price, there are other criteria, and Russian companies do not meet them. First of all, this is an indicator of globality: at least 30% of revenue should not be received in the home market.
NO PROPHET
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The Russian list has more and more insurance companies, mobile operators, banks, and only five gasoline companies and one automobile company, KamAZ. Theoretically, there should have been a Lada, but during the crisis years AvtoVAZ showed only losses.
Regrettably, Russian consumers belong to national automobile brands without reverence. This is the result of many years of neglect of car factories to their customers. How was it in the absence of competition? Take what they give, and rejoice … Here you have it. Today, a resident of the capital, for example, will proudly tell you that he bought a Volkswagen. And as if apologizing for having to sit on the Lada. To remedy the situation, the factories will have to work more and more on the quality of cars, the development of the service network and, of course, the image. You can’t fix it in one year.
But gasoline drivers are doing well. LUKOIL is recognized as the most famous Russian brand abroad - the company has the most developed network of gas stations in Russia and abroad. About the same thing can be said about TNCs, Gazprom Neft - with the clarification that they have been energetically developing their refueling networks in recent years.
But in any case, as the authors of the rating note, over the past five years, the total value of the 40 most valuable Russian brands has increased by 30%. This is, without a doubt, a serious bid, and in the near future one of the Russian oil industry workers will fall into the world hundred. Will our car brands ever be there? I think no.