Global reputation

Found via Reveries...

A series of reputation studies conducted by Harris Interactive   and the Reputation Institute  revealed that

Only two global brands -- Microsoft and McDonald's -- actually have what might be called global reputations, reports Ronald Alsop in The Wall Street Journal. What's alarming (for them) is that while both score high in terms of their awareness, neither, apparently, is especially well-liked.

Some common denominators worth noting: "In all the countries, emotional appeal -- respect, trust and good feelings about a company -- plays a major role. Product and service quality and social responsibility within a community also figured heavily into the rankings across countries."

 

Comments

[Tom Asacker]

Great pick up Jennifer. I hope it stimulates more comments. From my view of branding, it only confirms what I've always thought and taught: It doesn't matter at all what customers think about you or your brand (business). What matters is how you make them feel about themselves and their decisions in your (the brand's) presence.

I can't for the life of me understand why people don't get this. It is fundamental to human psychology, and hence branding.

[Mack]

That's an increasingly valid retrospect in global branding. It seems that the really large brands, single name powerhouses like McDonalds, Microsoft and the likes are normally despised but draw purchases. Yet companies that with split-focus brands i.e. Unilever that brands the Unilever name with investors and the retail brands of their products to consumers, are gaining large acceptance.