About these Authors
Johnnie Moore is a marketing consultant and facilitator based in London. As well as 20 years of marketing experience he's trained in psychotherapy, NLP and Improv. Find out more at his blog.
Andrew Lark's more than 18 years experience of all facets of marketing, branding, sales and communications spans technology, Internet, telecommunications and consumer sectors. There he has led award-winning programs and teams for brands such as Dell, Sony, SBC, IDSoftware, Nortel, Microsoft and Sun. He is a thought leader and innovator on the convergence of brands, communications and social networking technologies. Find out more at his blog.
Jennifer Rice is a strategist and evangelist for relationship-centric brands. She brings 15 years experience in brand strategy, customer insight and marketing communications, and has worked with companies such as Microsoft, Verizon, Alcatel and Corning. Her current passion is exploring how brands are being impacted by blogs and other social technologies. Her company blog is What's Your Brand Mantra?
John Winsor is the author of Beyond the Brand: Why Listening to the Right Customers is Essential to Winning in Business and the Founder/CEO of Radar Communications, a consumer-centric consultancy. You can find out more about him at Beyond the Brand.
About this Insider
BrandShift explores key trends in branding such as customer
experiences, market conversations and social technologies. Our goal is to
help executives and brand managers evolve their brands to thrive in the new
customer-driven marketplace.
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July 21, 2005
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Brandshift...
Samsung has executed a stunning brand campaign that has established it as a worldclass brand. Evidence of that came today in the latest Interbrand rankings. According to AdAge, there has been a historic reversal: (AdAge.com) -- In a reversal of fortunes that has been building for years, Samsung trumped Sony on Interbrand's Top 100 Brands list. On the just-released 2005 poll, published in conjunction with Businessweek, Samsung has taken Sony's No. 20 spot this year, while Sony dropped to No. 28.
Sony, in fact, topped the list of companies that lost the most brand value, dropping 16%, more than any other company in the top 100. On the other side, Samsung, which was No. 21 in the 2004, ranked in the top five of companies whose position climbed highest, with a 19% increase in brand value.
The overall top 10 brands on the list for 2005, in descending order, are the Coca-Cola Co., Microsoft Corp., IBM, General Electric Co., Intel, Nokia, Walt Disney Co., McDonald's Corp., Toyota Motors and Marlboro (Philip Morris USA).
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Jennifer Rice
Andy Lark
Johnnie Moore
John Winsor
1. Jack Yan on July 27, 2005 09:50 AM writes...
What does Sony's logo look like? With Sony Style and all its other sub-brands, I can't follow this company graphically any more. Is this symptomatic of how Sony is within? (Then again, despite this criticism, I can't figure out what Samsung makes that is particularly special.)
Permalink to Comment2. SLAPPAman on July 31, 2005 03:12 AM writes...
Samsung did rise from a no-name brand to one that I see prominently displayed in all the airports I travel through, with the Digit-ALL campaign pretty easy to recall (and I do see many people with their flip phones). Seems Korean brands (ala Hyundai) are starting to take seriously the importance of selling onto markets other then Korea and they are learning that branding is a very important function they need to conquer
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