IIPM PUBLICATION
A close
observation of the list of top hundred global brands as released by BusinessWeek and Interbrand for 2006 brings forth the startling fact that none of the top three revenue earners (Exxon Mobil, Wal-Mart Stores & Royal Dutch Shell – the top three on the Fortune Global 500 list) ‘even’ appeared on the list of the most valuable brands! So has brand value got nothing to do with revenue earning? Well, looking at the way so many brands were first given a shape and name (in short a start-up identity), then invested heavily on, and finally sent packing to the undertaker, it makes perfect logic to believe that brands are no more than just a symbolic representation of – ‘we exist!’For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2007
An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative
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