{"product_id":"global-branding-suggestions-to-get-into-the-interbrand-top-100-brands-list-von-nicklas-westphal","title":"Global Branding. Suggestions to get into the Interbrand top 100 brands list","description":"\u003cp\u003eEssay from the year 2016 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 78%, University of Warwick (Warwick Business School), course: Global Branding, language: English, abstract: This paper provides suggestions on how to become one of the 100 Best Global Brands. The structure of the analysis and argumentation is based on Keller¿s Brand Resonance Model and the Brand Value Chain. Notions from Keller¿s dimensions of brand knowledge (1993), Kapferer¿s Brand Identity Prism (2012) and Aaker¿s conceptualisation of strong brands (1996) buttress the argumentation. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThe branding consultancy Interbrand produces a yearly ranking of the 100 Best Global Brands. To\u003c\/p\u003e\u003cp\u003ebe considered, ¿a brand must be truly global, having successfully transcended geographic and\u003c\/p\u003e\u003cp\u003ecultural boundaries. It will have expanded across the established economic centers of the world and have entered the major markets of the future.¿ (Interbrand, 2016). \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eInterbrand¿s valuations have three key components: an analysis of the financial performance of the\u003c\/p\u003e\u003cp\u003ebranded products or services (Financial Return), of the role the brand plays in purchase decisions\u003c\/p\u003e\u003cp\u003e(Role of Brand), and of the brand¿s ability to create loyalty and, therefore, sustainable demand and\u003c\/p\u003e\u003cp\u003eprofit (Brand Strength).\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783668464049\"\u003e\u003ch3\u003e\u003c\/h3\u003e\u003c\/div\u003e","brand":"Libri","offers":[{"title":"Softcover - 9783668464049","offer_id":39451600355421,"sku":"9783668464049","price":17.95,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/2d522ea7-60de-4eec-9730-004687947f98.jpg?v=1778388697","url":"https:\/\/shop.autorenwelt.de\/products\/global-branding-suggestions-to-get-into-the-interbrand-top-100-brands-list-von-nicklas-westphal","provider":"Autorenwelt Shop","version":"1.0","type":"link"}