Over the past decade,we’ve seen and felt the forces of a new league in business-as evidenced in our Best Global Brands ranking;companies whose growth far surpasses all competition-with nosignsofslowingdown.This year,the cumulative value of the top 10 brands(1,649 $bn)is greater than the combined value of the next 90(1,440 Sbn).
The leaders of these super brands understand how,where and when to deploy their brand as an asset against emerging customer needs,in this landscape of perpetual, constant change.
Today,the world’s most successful companies start not with product,but with brand-as their critical growth asset and engine.The brand is a vehicle through which the business is able to address a range of different customer needs(or jobs to be done)-through an extended portfolio of differentiated products and services.These companies leverage the utility in their brand to drive exponential growth.
As Manfredi Ricca,Interbrand’s Global Chief Strate qy Officer. points out in this report: These