Most Reputed Brands in the World
What is it that makes a certain brand reliable, while another playful? There is a lot that contributes to the formation of a brand, a logo, the colors chosen to represent the brand, the tone of the content they put out, and the way they respond to their customers. But is there more to a brand than all this? Have you ever wondered why some people swear by one brand while an equal number opt for its competitor?
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It is the brand value, reputation and the perception that proves to be the defining difference. In this post, we will talk to you about the best practices in brand reputation management. We will also talk about the most recognized brands in the world while discussing the reasons why they have reached where they have.
Brand reputation management – best practices
With so much competition vying for consumers’ trust and business, maintaining a positive brand reputation is important. Use the best practices to develop your brand reputation management strategy.
Ten highly-effective brand reputation management tactics for making you one of the most recognized brands and growing your business are listed below.
- Improve your content marketing strategy
- Work to increase customer satisfaction
- Pay attention to the overall customer experience
- Provide excellent customer support
- Track and respond to any negative comment on social media
- Lend a personalized touch to your customer communication
- Work on employee satisfaction
- Develop and hone brand ambassadors (advocates)
- Gather customer testimonials & success stories
- Engage your audience on social media
#1.Improve your content marketing strategy
One of the most important and effective aspects of brand reputation management is your content marketing strategy. Content marketing is a great way to generate educational material that addresses the common problems faced by the audience.
The intent is to educate, not sell. Some of the most common forms of content created for content marketing include blogs, ebooks, infographics, and other forms of downloadable content.
Such content is shareable and asserts your brand as the one that provides value instead of forcing a sale on their audience.
#2.Work to increase customer satisfaction
If your customers are satisfied, they are going to spend more time and money on your brand. A satisfied customer gives you a steady revenue stream. Even better, a satisfied customer will share their positive experience with others, helping you improve your brand reputation.
#3.Pay attention to the overall customer experience
Customer experience today is even more important than the product itself and price when it comes to buying decisions. If your customer experience is anything less than stellar, irrespective of how good your product may be, your customers will look for your competitor.
#4.Provide excellent customer support
Your customers should not feel like they are hanging in the middle of nowhere. Provide prompt and relevant responses to your customers through round-the-clock support. This will naturally improve your brand reputation. A help desk or customer support automation can go a long way in helping you provide flawless customer support.
#5.Track and respond to any negative comment on social media
Negative feedback and sentiments tend to go viral quickly. This is why you must put these fires out as soon as you can. Social listening tools are a great way to make sure that you are the first to know if there is a negative sentiment rising against you. You must respond to negative reviews and comments appropriately and constructively.
#6.Lend a personalized touch to your customer communication
Whether you are reaching out to a customer or they are coming to you with a concern, you must ensure a personalized experience. Instead of running the same stale script and treating everyone like a faceless customer, make sure that you have enough information about their buying behavior, purchase history, and past issues if any. Once you are armed with this knowledge, you can make them feel like you know them, and they know you. When your customer interactions are smooth and personalized, your brand reputation improves effortlessly.
#7.Work on employee satisfaction
It is only logical that engaged and satisfied employees will perform better. Not just that, these employees will spread their positive experiences among their friends, family, and social network. You will be able to retain good employees and attract better talent. It will eventually increase your brand reputation among talent and customers alike.
#8.Develop and hone brand ambassadors (advocates)
Anyone happy with your company is bound to turn into a brand advocate and work wonders for your brand reputation. Whether it is a customer or an employee, or even a follower on social media, if they have good things to say about you, let them say it out loud!
Again, your social listening tools can help you here. As soon as you ‘hear’ someone mentioning your brand name in a positive light, engage with them and turn them into your brand advocates.
#9.Gather customer testimonials & success stories
Prospects are more likely to convert into customers if they hear great things about a product or a brand from other customers. A killer sales pitch does not convince them, but they would be happier with a poorly drafted, genuine testimonial or review from a real customer.
By developing success stories and publishing customer testimonials, you establish yourself as a brand with loyal, satisfied customers who are happy to endorse you without any gains.
#10.Engage your audience on social media
Social media is where all your audience is. Instead of pulling your customers to your website, go to them where they already enjoy spending time. Create profiles for your brand on relevant social media channels and interact with your customers there. Once they are familiar with your brand, they will follow you to your website, app or even physical store.
The top brands in the world in 2020
Amazon, Google, and Microsoft were some of the leading brand. Multiple brands have thrived in recent years to achieve a position in the list. The value of a brand is expected to rise with its visibility. A company’s success is recognized from its brand recognition and the popularity. Making a brand name popular is not so easy. It requires a great deal of vision, marketing insight to reach the top. We have listed the reputed brands of the world below:
Apple inc.
Apple Inc. is an American multinational company headquartered in California. Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne in April 1976 to sell Wozniak’s Apple I personal computer. Apple’s strong leadership and innovation helped push it to the top of a list of most valuable brands. Apple has replaced Google in the top spot this year with a score of 85.62, the highest for any organization in the history of the 13-year-old study.
Google
Google LLC is an American multinational technology organization that specializes in Internet-related services and products, which include online advertising technologies, search engine, cloud computing, hardware and software. It is considered one of the Big Four technology companies, alongside Amazon, Apple, and Facebook. Google has the best reputation of any company in US and id one of the most recognized brands. According to the research firm, Google secured a reputation quotient (RQ) of 84.05, easily being at the second-place best company.
Microsoft
Microsoft Corporation is an American multinational technology company with its headquarters in Redmond, Washington. Microsoft develops, manufactures, licenses, and sells computer software, personal computers, consumer electronics and related services. Microsoft has been named as the company with the best reputation for corporate social responsibility for the second year in a row.
Facebook
Founded in 2004, Facebook helps to give people the power to build community and bring the world closer. The new Axios Harris Poll 100 surveyed US adults about their views on corporate reputation of the 100 most visible US companies. Facebook, had been in the 51st spot in 2018, it fell 43 slots to 94th in 2019. Inspite of its 43rd ranking Facebook still has a good stand in its ranking. It is one of the most reputed brands.
Amazon
Amazon.com, Inc., is an American multinational technology firm based in Seattle, Washington. It’s main focus is on e-commerce, cloud computing, artificial intelligence and digital streaming. It is considered one of the Big Four technology companies along with Google, Apple, and Facebook. It falls in the top global brands list. Millennials love Amazon more than any other brand.
Coca-Cola
Coca-Cola Company is an American multinational manufacturer, retailer, and marketer of nonalcoholic beverage concentrates and syrups. Coca-Cola offers about 500 brands in more than 200 countries. Coca-Cola was one of 17 companies which earned an excellent reputation score with a reputation quotient of 81.18. Amazon topped the list for the second year in a row with a reputation quotient of 86.27.
Nike
Nike is an American multinational company that is engaged in the design, development, manufacturing, marketing and sales of footwear, apparel, equipment, accessories, and services worldwide. The headquarters of the company are near Beaverton, Oregon, in the Portland metropolitan area. Nike’s overall reputation has dropped 16.8-points since January of 2018, from an excellent score of 82.1 to an average score of 65.3. Nevertheless Nike is the most valuable fashion brand in the world.
Samsung
Samsung is the largest South Korean conglomerate. It was founded in 1938 as a trading company by Lee Byung-chul. Samsung came 49th in this year’s Reputation Quotient Ratings from Harris Poll, which ranks the 100 most visible companies in the US according to public reputation. In 2018 ratings, Samsung ranked seventh, and it ranked third in 2015, ahead of Apple and Google.
Disney
The Walt Disney Company, commonly known as Disney, is an American diversified multinational mass media and entertainment conglomerate headquartered at the Walt Disney Studios complex in Burbank, California. Walt Disney Company ranks high on The Axios Harris Poll 100 for 2019, holding the No. 5 spot for the second consecutive year. The annual study uses proprietary research from The Harris Poll Reputation Quotient to measure the reputations of the 100 most visible companies in the U.S.
Toyota
Toyota Motor Corporation is a Japanese multinational automotive manufacturer with its headquarters in Toyota, Aichi, Japan. In the year 2017, Toyota consisted of 364,445 employees worldwide. As of September 2018, was the sixth-largest company in the world by revenue. Toyota’s brand value increased 5 percent to nearly USD 30 billion because of strong demand for its SUVs in Europe and the United States and because of the automaker’s consistency, according to the BrandZ Top 100 Most Valuable Global Brands study released by market researcher Kantar Millward Brown.
McDonald’s
McDonald’s Corporation is an American fast food company, founded in 1940 as a restaurant. Focusing on its core brand, McDonald’s began divesting itself of other chains it had acquired during the 1990s. McDonald’s is the world’s leading global foodservice retailer with over 37,000 locations in over 120 markets. Over 90 percent of McDonald’s outlets worldwide are owned by independent local business.
Ali Baba
Alibaba is China’s and also the world’s — biggest online commerce company. Alibaba is the most popular destination for online shopping, in the growing e-commerce market. Alibaba has the 9th highest global brand value. Alibaba is the world’s largest retailer and e-commerce Company and one of the biggest venture capital firms, and one of the biggest investment corporations in the world. Alibaba Group is the world’s most valuable retail brand outside the U.S., say global marketing and communications group WPP and research and consulting firm Kantar. In their ranking released on Tuesday, WPP and Kantar put Alibaba ahead of McDonald’s, Home Depot, Nike.
AT&T
AT&T Inc. is an American multinational business conglomerate holding company headquartered at Whitacre Tower in Downtown Dallas, Texas. AT&T has maintained its position as the leading telecoms brand in the world, despite its brand value falling 5 per cent from USD 87.0 billion to USD 82.4 billion over the past 12 months.
UPS
United Parcel Service is an American multinational package delivery and supply chain management firm. UPS ranks Among Top 5 Most Loved Brands In America. The company has also achieved a top-five rank every year since Morning Consult began publishing its list in 2017. In addition to the fourth overall, UPS tied for the second most trusted brand in America, and ranked among the top 10 brands for nine of the 10 measured demographic categories. The ranking was determined from the results of more than 400,000 survey interviews measuring consumer favorability, trust, community impact, and Net Promoter Score.
Tencent
Tencent is among the world’s top technology companies by market value. Tencent has been credited as one of the world’s most innovative companies by various media and firms. In 2018, Tencent had the 5th highest global brand value. Tencent’s brand value increased 25% to be worth USD 132.2bn. The achievement came in a bumper year for Chinese brands which combined achieved record growth in brand value of 23% to be worth USD 683.9 billion, up from USD 557.1 billion a year ago.
Starbucks
Starbucks Corporation is an American coffeehouse chain. It was founded in Seattle, Washington in 1971. In 2019, the company operates over 30,000 locations worldwide. Starbucks Corporation was listed on NASDAQ in 1992. Its brand portfolio includes Starbucks Coffee, Seattle’s Best Coffee, Teavana, Tazo, La Boulange, Ethos Water Evolution Fresh and Torrefazione Italia Coffee. Starbucks dominates as world’s most valuable restaurant brand, with brand value of USD 39.3 billion Starbucks has built its reputation as not only being the third refuge in our brand world, but as an inclusive, progressive, forward-thinking brand.
IBM
The International Business Machines Corporation is an American multinational information technology firm headquartered in New York, with operations in over 170 countries. IBM’s brand was valued at USD 75.5 billion and ranked by Interbrand as the second-best brand worldwide. IBM was also amongst the top 10 technology brands in North America, behind Microsoft and Google in 2019. In 2018, IBM invested more than 1.46 million USD in promoting and advertising its products worldwide.
Visa
Visa Inc. is an American multinational financial services corporation. It is headquartered in Foster City, California, United States. It facilitates electronic funds transfers throughout the world, most commonly through Visa-branded credit cards, debit cards and prepaid cards. Visa rises on the Fortune 500 list and also ranks among the top 10 most valuable brands.
Pepsi
Pepsi Cola was first formulated in 1898 and is known for its soft drinks. Today’s PepsiCo comprises of a huge portfolio of 22 beverage, snack, and food brands. Pepsi holds The Brand Footprint Global Ranking Top 50. As per Interbrand and Forbes, Pepsi is the 22nd and 30th most valuable brand in the world, worth USD 20.491 billion and USD 18.2 billion, respectively. Forbes also identified Frito-Lay as the 40th most valuable brand in the world, worth USD 13.6 billion.
Intel
Intel Corporation is an American multinational technology company headquartered in Santa Clara, California, in the Silicon Valley. Intel was honored by Forbes as one of the 2019 World’s Most Reputable Companies for its efforts in innovation, governance, citizenship and more. The company was named to the No. 11 spot out of 100, up from No. 15 in 2018.
Conclusion
Brand reputation is not formed in a day, it is something that a brand earns based on the experience it delivers to the customers. It is a matter of great sensitivity and if you are not careful, the brand reputation can suffer greatly, impacting the success of the organization.
This is a competitive world and if your brand reputation is suffering there are hundreds, maybe thousands of other brands ready to replace you. It needs persistent efforts on your part in making sure that each experience your customers have with you is exceptional.
There are many effective ways to make sure that your brand reputation stays positive. You can enhance customer service with Appy Pie Chatbot, promote your business digitally with Appy Pie Website and Appy Pie AppMakr, and make sure that every visual element of your digital and physical identity looks picture perfect to your audience with the help of Appy Pie Design. What’s stopping you now from exploring all this and more!
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VP, On-boarding at Appy Pie, Joel has a cumulative experience of over 15 years in IT, customer support, & technical support. With strong analytical skills & a broad range of computer expertise, he is great with project management tools, processes, and techniques. Fluent in Spanish & English, Joel is great at cultivating positive relationships with clients and colleagues and is particularly adept at communicating with individuals from diverse cultural and organizational backgrounds with clarity and diplomacy. He is a happy owner of a Boston Terrier - Koko with whom he loves to go on hikes.
