British Corporate Brand Will Become a Fallen Woman
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Held in London from 150 years ago, will start the first Expo, located in South Kensington Victoria and Albert Museum is committed to showing the finest products and designs. In this collection of tens of thousands of works of all the brand's top temple, a dark suit BLJ workmanship Nicky Unsworth, Group General Manager, Ms. glory of his right to British brands.
London Design Week on the podium, she thought with the "classic" and "innovation" can be summarized in two words the image of the British brand. Such as the pressing of extravagance is a classic symbol of Bentley cars, and low-cost aviation sector there wonders, Virgin Atlantic Airways is a perfect interpretation of the spirit of innovation.
A national brand image and the image of the country are often the same strain. Such as Chanel perfume romance with a French born, and Mercedes engines power the German strict gushing out. Think of the old Windsor royal family and distinguished a surprising Wenlock Olympic mascots, the nature of the British show is so fascinating, and the British brand is obtained with the charm of this world recognition.
London, known as the global "creative capital," Ms Unsworth, hundreds of thousands of peers is well take care of the daily work of a variety of brands, to modify them polished to make them in the market, a dazzling light. British experts have solid brand theory and experience, but recently the reality of having first a little bit can not make bricks without straw confusion.
Like the Victoria and Albert Museum as the first group of exhibits, Victorian period, England only solution with the world's gunboats to sell their goods in every corner of the world, but also to build the first truly global brand . But the passage of time, as the evening gradually Empire, the British brand's glory are gone with the wind, the financial crisis in the past two years is to speed up the process.
Global corporate brand value in 2010 recently released list, the British company to suffer a Waterloo, not a brand into the top 20, not only can hope and capsule volume brand of the United States more than Banbi item back, and even old rivals Germany, Europe and France than it has left behind. With strong industrial strength, Germany's Mercedes-Benz, BMW have entered the top 20, and France also ranked at least 16 to make up the scene of Louis Vuitton.
The highest ranked British brand is only the first 32 HSBC Holdings, the family of "Global Finance, Local Intelligence" as the slogan of the bank profits due to the rapid growth in emerging market countries, it has been generally recognized. HSBC's ranking in the banking field, and finally how much the City of London to defend the face of global financial centers, but also among the UK's Barclays bank to enter the brand hundred list of 74.
In addition to the financial services industry as a pillar industry still live up to expectations, the British championship show for another brand on the wine industry has. Britain than other European countries are more rich alcoholic, 12% of Britons admitted to drink 7 cups or more, the highest in Europe, while in Bulgaria, Greece and Austria and other countries, almost no one said they drink so much. Drinking clubbing happy watching this environment developed wine culture gave birth to the wine naturally. UK Diageo Wine Group to grasp the two top hundred brands, Simi Nuo and Johnnie Walker, which are pests to their long-awaited world cup wine boon.
In the energy sector, although ranked No. 81 Shell can be larger but hard to find traces of British Petroleum. Dragged down by the Gulf of Mexico oil spill, this old oil down a hundred brands. And six months ago, British Petroleum has also ranked in the global brand value 37-bit, in the global energy company topped the list. All this is the fault of oil spills, from the book point of view, a full six months to hit BP 9.5 billion out of trouble until the end of the 252 wells Macondo official pronounced "dead", but scourge Despite the elimination, can be destructive effect on the brand but in the short term, be eliminated. With the U.S. media because of the repeated bombing, British Petroleum has been engraved with the "dangerous" and "irresponsible" Scarlet Letter.
Worldwide there are other British Petroleum hit by scandals, "loser", such as Toyota to recall events because of large cars fell 3 ranked brand value, while the U.S. investment bank Goldman Sachs is also on suspicion of secret operations, brand reputation can also plummeted, but their loss and BP brand is pale into insignificance.
Oil as a microcosm of the United Kingdom, the British brand in the world ranking, has become increasingly marginalized losers, even the "classic" and "innovation" both the British relish the label, in many brands have also become increasingly blurred.
To pale yellow plaid swept the world in luxury goods maker Burberry While braving the British royal family has been the flagship franchise, but the brand was founded in 1856 but came out 24 may be acquired by an American company for each message. The profound historical accumulation of the top luxury car brand Rolls-Royce and Bentley, have already reverted to the German car maker's. Under the impact of the capital proud of many British "classics" brand has been distorted beyond recognition. Only as a long history in the climax of the Scottish whiskey brand, Johnnie Walker still maintained traditional, full-bodied wine exudes the classic taste, but who do not know that the "traditional" can keep long.
"Classic" is already rapidly dying out, "innovation" are still far from being grow into towering trees. The big winners chart brand high-tech companies, but Google, Apple, Nokia and SPA are hard to find among these giants British brand presence. In recent years, the United Kingdom, "London Eye" and the Harry Potter and other creative products can brighten, but not as a sum of the real "big business." HSBC'd taken because of "emerging markets-led and financing-focused" innovation strategy, brand value increase of 10% in one year.
Financial crisis facing the British brand of "classic" and "innovative" gap between the lean period, the good news in recent years, the British advertising, film, animation and music, developing rapidly, perhaps on the list after a few years, the British brand strategy Theory and Practice will be able to re-integration. |
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By :
Jessie Stone
Submitted
2010-10-03 17:29:39 |
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