November 6, 2010 2 Comments
For my old readers (Twitterone.com) who followed the creation and battle of two sports superbrands, IPL vs Superbowl (NFL) it would probably be old hat that Aswath Damodaran has preened his feathers to distinguish the Brand Value as the value of that premium over the predilection to count every brand cost as brand. Mashable of course is having a grand run with it here
I agree it is much nearer to the word-science(Etymology for nerds) and definition of “brand” to look at it askance and demand if it can pay your electricity bill and as Prof Damodaran points out what other thing would last 75 years ( Top 3 out of 5 superbrands from 80 years ago did)
What we need on the social web however is some brands to connect the dots taking the idea from Facebook and Twitter to foursquare and xtranormal and even Googly You tube ( Watch our new Xtra Video Miniseries on YT here) to thread together a brand story which can then go ahead to outlast maybe the Coca Cola’s that survived 75 years. And I think of course Coca Cola also will. At the heart of that is probably the “brand premium” for “SOCIAL” as loosely ascribed to the Social Web. Nevertheless even otherwise, if it is about empathy and collaboration the brand Coca Cola is yet light years ahead of Facebook. Hope we see the light?
- Coca-Cola May Sell $4 Billion of Bonds for Tenders (businessweek.com)What’s the Value in a Brand Name? (mashable.com)
- The Top 10 Values in Consumer Durables (fool.com)
- 5 Most Engaged Brands in Social Media (mashable.com)
- The IPad and Your Brand: Six Things to Know (adage.com)