One way to differentiate your business is through branding although different people think branding means different things.
There’s an irony there since branding is meant to clarify the position of what a product stands for.
The Centre Of Brand Analysis has come up with its list of Superbrands 2011 and it contains some surprises.
There are two lists – for consumer brands and for business brands.
Consumer Superbrands 2011: Official Results
8. British Airways
Business Superbrands 2011: Official Results
1. Rolls-Royce Group
6. London Stock Exchange
The process that created the list is based on three stages
- Brand researchers create a list of brands
- Brand experts score the brands and eliminate the bottom 40%
- The brands are voted on by a YouGov panel of more than 2,000 British consumers which is intended to be representative of the general population.
The main focus is on three issues:
- Does the brand represent quality products and services?
- Can the brand be trusted to deliver consistently?
- Is the brand well known and differentiated from its competitors?
More details of the process here.
Do you agree with the list?
Are Mercedes, Rolex and the BBC worthy of the top 3 positions in the consumer list?
I don’t think so.
It’s been a few years since I last looked at Mercedes as a car to buy but what I found was that they looked nice, the dealership service was very good but when I checked on the reliability and post purchase customer satisfaction, i was shocked at how bad it was.
Perhaps things have improved a lot. They certainly needed to.
I admire Rolex for its ability to get consumers to pay way over the odds for something that has similar functionality to a watch that costs a few pounds. I’ve never owned one but again, I’ve heard some bad things about time keeping.
And the BBC?
Sorry but I think the BBC is a tarnished organisation which shows little of its famous objectivity. I am getting increasingly irritated with the biased reporting of the public spending cuts without any reference to the need to reign in the annual deficit to even slow down the rate of increase in the national debt.
Paul Simister is a differentiation business coach who helps small business owners to profit from differentiating their businesses, being distinctive in the eyes of their customers and standing out in a crowded marketplace.
You too can move past your profit tipping point by answering the seven big questions of business success.