Generally, most brand analysis done by the business press is biased toward dollar valuations and contributions to corporate earnings. Obviously, financial success is one factor that demonstrates how well a brand is regarded by consumers. But brand valuation is a financial view, and not one that relies entirely on consumer perception. Based on analysis performed by brand expert company CoreBrand, 24/7 Wall St. wanted to see brands through the eyes of the consumer. For this reason, Corebrand examined brands from the standpoint of favorability and familiarity.
One of the most notable results of the analysis is the high ranking of brands not normally present on most highly valued brands list. When they are evaluated through the consumers’ eyes, however, brands that belong to companies that are struggling financially can still be high on a consumer-perception weighted list. These brands, naturally, are used by a large number of people. More than that, the consumer interaction with the product and services associated with the brand is positive.
Dell (NASDAQ: DELL) and Avon (NYSE: AVP) would not appear high on most brand valuations lists. The two have struggled too much as companies and in the stock market to be high on any business-weighted brand list. They are, however, at the top of the list of brands with high favorability and familiarity. The Avon lady and Dell laptops still carry weight with consumers.
Financial success does not exclude consumer success; they usually go together. Google (NASDAQ: GOOG), Apple (NASDAQ: AAPL), Ford (NYSE: F) and Microsoft (NASDAQ: MSFT) do extremely well according to CoreBrand’s ranking. Each of these corporations has posted large profits over the past few years. Their shareholders have also done well. The products and services from the companies have boosted sales fairly consistently.
24/7 Wall St. examined the “hottest” brands list from independent brand valuation firm CoreBrand. CoreBrand looked at the largest brands where both favorability and familiarity increased, measured by overall reputation, perception of management and investment potential. 24/7 Wall St. then ranked the six brands with the greatest increases in favorability from the fourth quarter of 2010 to the fourth quarter of 2011.
These are America’s hottest brands.