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    « Defining the competition | Main | Summer updates »
    Monday
    Jul312017

    CHART OF THE DAY: The World's Most Valuable Brands

    Happy last-day-of the-month Monday!

    Quick shot for kicking off a busy summer week. Courtesy of our pals at Visual Capitalist, let's take a look at the list of the corporations owning the world's most valuable brands:

    The 'brand value' methodology is referenced on the infographic above, but the essential element is that it it is the intangible asset that exists in the minds of consumers, which is usually an image forged over time through exposure to branding, ads, publicity, and other types of personal experiences. Attaching a dollar value to this intangible asset is perhaps more art than science, but while the specific dollar values can be debated, it probably can't be debated that there is at least some value to the brand.

    So while the top companies for brand value are likely the ones that you'd expect, after I saw this chart I couldn't help noticing that these companies also seem to be the ones that show up on the various 'Best or Top of Most Awesome Companies to Work For' lists that float around on the internet.

    Take a look at just one example, from our friends at LinkedIn, on the '40 Most Attractive Companies in the World' (according to LinkedIn)

    I cut the Top 40 List off at 7 due to space concerns and also because that is all I needed to make my point

    Hey, what a surprise! The Top 5 Global Brands in terms of value, (Google, Apple, Microsoft, Amazon, Facebook), all show up inside the Top 7 of the LinkedIn 'attractiveness' list.

    And you'd find similar kinds of results on most of the other types of 'Best Places' lists - they are dominated by these mega-tech brands that make the coolest products, have the most incredible corporate campuses, and often are led by influential and charismatic leaders.

    All of this to make the point you already know - the thing we like to call 'employer brand' is inextricably tied up in what most people will call the consumer or public brand. The most powerful, valuable, and well-known consumer brands have such an advantage in the employer brand category that it is almost laughable.

    If you are one of the companies on the 'most valuable' list, congrats, things are always going to be easier for you to attract and recruit. If you are not one of those global, mega-brands, you have to know you are starting any competition for talent at a disadvantage. 

    Some brands have all the luck, I guess.

    Have a great week!

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