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Brands ranking, according to Forbes

The creator of the popular Mac computers and other devices like ipodand mobile Tefon iPhoneLeads the top of this ranking that recognizes the weight of the image of some of the largest companies in the world, and the effects it has on your benefits.

Despite the challenges of the new iPhone and Reputation crisis facing the mark, experts and managers Forbes"It will take more than a problem with receiving antenna 4 for iPhone Apple brand is affected." The experts ranked Apple at the top of this ranking with an approximate value of your brand 57,400 million.

The heads of Forbes indicated that Apple is an example to analyze. "A brand that can survive even when its parent company stumbles, it reminds users that Apple's sales fell 46 percent in the decade of 1990, but the brand value resisted to get the current benefits.

In the second place in this ranking is the manufacturer of SotfwareMicrosoftthat on the heels of the company which runs Steve Jobsthanks to a brand value56,600 million.

Then Coca-coca, With an approximate value of55,400 million, Ranks third in the list of most valuable brands in the world.

On a list of fifty positions and dominated by technology companies by 30 percent, two industry giants shut out the top five: IBM (43,000 million)benefiting from its "strong innovation in the sector, andGoogle (39,700 million)whose value has risen 450 percent since 2005.

The following trademarks appear in this ranking are the fast food chainMcDonald's (35,900 million), Cluster General Electric (33,700)cigarette firm Marlboro (29100)distributed by Altria and Philip Morris International, the technologyIntel (28 600)and Finnish phone maker Nokia (27 400).

The rankings also appear as the Japanese car companies Toyota, Which occupies the eleventh position 24,100 millionDespite the damage they have caused in the different brand of cars removed from the U.S. market due to safety problems that presented some of their designs.

It also highlights the presence of Cisco (23 900 million)The telephoneVodafone (23,500), HP (23,400)U.S. telecom operator AT & T (22,000), BMW (19,900), Oracle (19,800), Louis Vuitton (19,000), Mercedes (18 800) and Disney, which closes the first twenty posts with 18,500 million.

The list does not see any Spanish or Latin American brand though Forbes explained that its analysis was studied over a hundred companies and firms from around the world, but at least have some presence in the United States, "and that is considered a global brand should be a player "in this country.

To develop the ranking, Forbes experts studied the pre-tax profits reached different firms over the past three years and took into account other factors such as the role they play in each of their sectors.

Other brands are also present Gillette (18,000 million), Honda (17,500), Walmart (17,200), Pepsi (15,700), Verizon (15,500), Nintendo (14,200), Budweiser (14,100), Nescafe (14,100), Nike (13,500), American Express (13,000 ), Samsung (12,800), L'Oréal (12,100), BlackBerry (11,700) or Ikea (11,200).

Persumer, the new consumer by Gustavo Adamovsky under Branding

. Companies that are not on the web will not exist for the new consumer, born of a mix between individual and consumer, and named "persumer", which requires marks a closer relationship, according to a study.


Internet is a vital tool in the list of consumer brands with the post-crisis and now he is not in the network does not exist, predicts the study "The Next Best Brand" by Method Helmer through its Permanent Observatory Trends, FUTUR E.

This study has christened a new term to the consumer of the future: Persumer, a new figure that is emerging and whose name comes from the fusion of people and "Consumer." The claim Persumer other relationship with the brands that requires communication from you to you and to the point, much more involved in their lives, their problems and everyday life. The post-crisis consumer wants to feel closer to the mark, committed to their world and capable of offering new alternatives, brave and firm.

The future consumer is strengthened from the crisis. Has maintained a cautious stance over consumption and critical marks. And in this line is defined Persumer, a customer who knows his power, his place in the brand-consumer relationship, and is considered the protagonist of this relationship.
His critical spirit puts you in position to choose and will choose brands that always perceived as well defined which are clear and not mince words. Credibility is a rising star in this new scenario and the marks should go for that closeness and clarity if they are to a Persumer that is demanding and mature.

Dare to be true

The marks must dare to innovate and reach consumers in a future renewed and different. It is time to revisit creativity as a fundamental tool for the renewal of the brand, which will help to convey a different image, distinct and authentic. As identified in the study, brands must reinvent it to be sustainable and dare to be different, innovating not only in your message, but the channels for communicating.

It should default to break the mold and dare to explore new forms of communication. What is different is now well accepted, but there are no parameters closed flexible approach openly seeking to surprise the consumer of the future.

The demand Persumer brands known address him know all your circumstances and anticipate their needs and desires. In this new direct and close relationship, the post-crisis consumer wants to experience the difference and authenticity of the brand. Cease to be faithful to the brand to become addicted to the experiences they provide them.

Social and business networks

In the last ten years the functioning and strategies of companies, as well as ways and means by which each person does their work have changed radically thanks to the possibilities and tools that have been offered online.

Organizations in general have tried to keep up and leaving adapting to technological changes and trends that they have made, so that they can remain competitive in an increasingly demanding and dynamic.

But no they succeed or all of them are willing to let the new tools take over their work environment and that often do not feel ready, do not know how to handle and do not fully trust the benefits that they can provide, there is a certain fear of risk of implementing these new tools, unknown and so radically different from what used so far.

This applies, for example, online social networks, some companies have become his most loyal allies of work and others do not even want to mention. A new survey by Accountemps found the feelings being experienced finance directors of organizations on this issue, are concerned that the use of social networking is a waste of time, but recognize that this brings benefits such as improved customer service.

The survey was conducted by an independent firm to Accountemps from over 1400 CFOs of U.S. companies with twenty or more workers.

Prospective Planning

Strategic and forward planning are concepts that are closely linked, to the point which is often confused. The cause of the latter is that one loses the sense if there is no other.

Speaking of prospective analysis, we refer, in short, to advance. Involves analyzing the different paths they can take the future. This analysis has no reason to be, if they never planned. Why try to understand the future scenarios, if we do not do anything about it?. If we limit ourselves to analyze and consider the future and our situation in it, are predetermined, what plan?.

The leading experts in strategy, Hamel and Prahalad, in his book, "Competing for the Future" (1994), referring to differences between companies that succeed and those that do not mention that "The conclusion was imposed: Some teams direction showed a higher level of insight than others. Some even imagine products, services, and entire sectors of activity not previously existed and were determined to accelerate its birth. In a way states could say they lost little time worrying on positioning your company with respect to the existing competitive environment since their task was precisely to create a new one. Other companies, laggards-were more concerned with preserving the past that the Conquest of the future "
Herein lies the importance it gives to a combination of strategy with foresight. Envision the future and innovate, whether in product, services, processes or forms of business.