The most well-known brands

 

Content

 

Introduction……………………………………………………………...3

1 Rating reputations world's largest companies……………………..4-5

2  The most well-known brands……………………………………...5-6

2.1 Google……………………………………………………………….6

2.2 General Electric……………………………………………………..6

2.3 Microsoft……………………………………………………………7

2.4 Coca-Cola…………………………………………………………...7

2.5 China Mobile……………………………………………………..7-8

2.6 Apple………………………………………………………………..8

Сonclusion………………………………………………………………9

References……………………………………………………………...10

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

          Introduction

 

          In today's post-industrial society, more and more weight to companies acquired its reputation. After all, to create a reputation as wisely said Warren Buffett, it takes 20 years, and destroy it in 5 minutes. Large multinational companies are spending a lot of money to build and maintain its reputation. Today success may depend not only (and not so much) because of sales tactics and marketing policy, but because of the citizenship of the company, its style of doing business. Of great importance is also the environment, safety, and treating employees.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

          1 Rating reputations world's largest companies

 

           Experts research center Reputation Institute published a ranking of the largest companies in the world reputation. Closer in just his image following European companies working with the masses.                   The study Reputation Institute, the most scrupulously to their reputation are European companies - nearly 100 companies, who took the last place in the ranking, are in Europe. Followed by 42 companies in North America, 34 Asian companies and 17 companies in South America. Experts believe that it is not only objective factors by which European entrepreneurs pay more attention to the reputation and image. According to researchers, the Europeans are more emotional and more inclined to admire their other national companies.                                                                                                                                                               For convenience, the rating was divided into three groups. The first includes the best of the best - 15 companies with an excellent reputation, whose score above 80 points. The second group consisted of 125 companies with a good reputation, trust consumers to rate their more than 70 points. Completing rating 60 companies whose reputation has exceeded the global average - 64 points.

              The study was conducted over 30 thousand online interviews with residents of 25 countries, which registered the largest companies in the world. In total estimated 600 largest companies in the world. Consumers to evaluate companies in four categories: trust, respect, admiration, and good to the company - on a scale from 0 to 100 world average of 64 points, and in the ranking of the best 200 companies fell.

             BMW, Sony and The Walt Disney Company have been the most respected companies in the world, ranking shows 2012 Global RepTrak 100, compiled by Reputation Institute.

The German automaker, which for the year rose from fourth to first place, received the highest rating 80.2 points (perfect level), and pushed out the company Google (78,05), which won this year's sixth position. It should be noted that the scores above 80 was only one company. Below it housed the company with a "strong" level of respect. Also noteworthy is the fact that the top ten included three avtokorporatsii, and all of them - German.

            The company Apple, who came in second place last year, the new ranking was in 5th place with 78.05 points.

             Sony (79,31) and Walt Disney (78,92), trapped in the top three in the ranking for the year 2011 ranked sixth and third place respectively. As explained in the Reputation Capital Group, pushed technology giants another automaker - Daimler, which this year took the fourth place ranking with a score of 78.54.

             Top 10 Most Admired Companies, from sixth to tenth place respectively, also includes Microsoft (77,98 points in the past year - 11 th), Volkswagen (77,04, 10 th), Canon (76,98, 8 e) and Lego (76,35, 5th).

             "Apple has remained in the top 10, despite the loss of its iconic leader Steve Jobs. This suggests that the reputational platform in the company - is strong enough to move past this loss," - the experts Reputation Capital. It is worth emphasizing that the Internet giant Google ranked first in the ranking in 2011 and 2010, the year. Both BMW remained in fourth place. Walt Disney is the third year in third position. If we talk about regions, North America, Apple has failed to make the top 5 most respected. First got there Sony. In Europe, leaders were BMW, in Asia - Walt Disney, and in Latin America - Nestle. Recall that in 2011, the second place was taken by the company Apple, and in 2010, the Sony. The company Intel, which for two years in a row is in the top 10 of the most respected companies in the world in this year, failed to make the top ten.

  

 

            2 The most well-known brands

 

             In principle, the same review and could be called the "most expensive" or "most popular" brands - are nothing would have changed, and the location of brands would hardly changed. But it so happened that the richest companies are the most popular and best known. This is because the popularity, the company's funds and fame in a very close relationship.

 

              2.1 Google

 

             "Google has the best reputation in the corporate world, because he understands the power of corporate history," said Kasper Ulf Nielsen, managing partner in the Reputation Institute. "The reputation of Google platform is based on its great workplace environment, its openness and transparency of business, and its commitment to play an active role in the improvement of society." This is probably the most popular and recognizable brands in the world that is familiar to billions of people. All in the world is kind of like two billion Internet users, and it is clear that almost every user facing search service Google, as well as with other parts of the company. The total value of the company now stands at about 66 billion dollars (there are various estimates, but this - the most realistic), which makes Google the most powerful company.

 

           2.2 General Electric

 

            Google - the largest search engine, owned by the corporation Google Inc.

             Another rich company, the assets of which there are about 61 billion dollars, making it slightly "poorer" than Google. The company is engaged in innovative research in areas such as industrial technology, information technology, financial services, petroleum production, film production, and more. As you can see, it is almost a universal company, which is engaged in every way possible. It should be noted that GE is little known in the CIS countries, but all around the world are well aware of it. In the same India, for example, not to mention the more developed countries.

 

 

             2.3 Microsoft

 

Microsoft Corporation - one of the largest multinational companies in the production of software for all kinds of computers - personal computers, game consoles, PDAs, mobile phones and other things, the developer of the most widely used at present in the world of software platform - a family of operating systems Windows. Business units also produce a family of video game consoles Xbox, as well as accessories for personal computers (keyboard, mouse, and so on [5]). Microsoft products are sold in more than 80 countries, the program translated into more than 45 languages.

                According to various estimates, the company's assets are about $ 44 billion. Experts have different opinions of value, some believe that Microsoft may well be worth 54 billion or more. Whatever it was, but it is one of the best known companies in the world, not less known than the same Google. There is nothing surprising, since Microsoft products uses the vast majority of the people who work with the PC.

 

              2.4 Coca-Cola

 

               Another well-known brand with a value of about 44 billion dollars. Coca-Cola was founded in 1892, and since then her story includes very few success stories regarding market sales. By the way, marketing strategy, advertising campaigns Coca-Cola led to the fact that almost all the shops of Santa Claus have a red dress with white trim. Few people think, why so, but it is - the result of the marketing company. Thus, Christmas and New Year, many people associate with Santa Claus, Santa Claus.

 

              2.5 China Mobile

China Mobile Communications Corporation, CMCC - Chinese telecommunications company, the largest in the world by number of subscribers 493 million as at 31 July 2009 and the capitalization of the mobile operator. Turnover is the second mobile operator in the world after Vodafone, which owns 3,3% China Mobile.   

  In China, the brand is extremely famous because the company has more than 290 million customers - it's like more than the population of Russia. You can only imagine what income gets a big company. Now begins a global brand campaign, trying to get out to other markets, not only in Asia. Brand value estimated at $ 41 billion.

 

2.6 Apple

 

Apple Inc. - American Corporation, a manufacturer of personal and tablet computers, music players, phones, software. One of the pioneers in the field of personal computers and modern multitasking operating system with a graphical interface.

Thanks to innovative technology and aesthetic design, Apple has established a unique reputation comparable to a cult, in the consumer electronics industry. In May 2011, Apple brand was recognized as the most expensive brand in the world (c estimate of $ 153.3 billion) in the ranking of international research agency Millward Broschn.

 

 

 

 

 

 

 

 

 

 

             Conclusion

 

              The rapid development of modern international market in open competition promotes the development of the industry of public relations as an essential management tool. Any organization that wants to be successful, must put PR at one of the priority in their practice, as in the modern world it is seen as an important instrument of influence that allows the organization to plan and structure the dialogue with multipurpose audience. Relationships with customers at the forefront of PR activities of organizations.

               For a new business entity, the new company (firm), preparing to enter the market with a new product, the PR gain a decisive role in the success of the preparation, since initially the new entity and its production company does not know, and therefore, in the environment in the new company has no specific authority. OL must overcome the full informational uncertainty in the external environment, both in terms of the enterprise, and with respect to its products, to instill public confidence in them. You need to use PR to support positive emotions in persons (legal and physical), made the first purchase, maintain, they feel vindicated in their choice, to initiate them to make a positive assessment of products, in the right way affect the conduct of the readers or listeners, will contribute to the positive psychological perception of the entire target audience.

               "In today's market, we need to tell the corporate history that we have built a strong relationship with customers," says Nielsen. "We have proven that 68% of reputation due to the perception of the company, and not a product or innovation. Companies should engage locally on issues that are important to local consumers, and not just try to push their products to a global audience."

 

 

 

 

 

References

 

1. Isayeva GP Teaching aid in English
2. Kamaev B. The Economic theory.- M.: Vlados, 2008
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4. http://www.rb.ru/report/34897/4.html