The world's largest advertising agency, WPP, has just released its top brands list and Intel, which was in the top 25 seven years ago, has slipped to No.86.
Now everyone's sceptical about how brand value is assessed. WPP's own description of its methodology is:
'We conduct ongoing, in-depth quantitative consumer research with more than 150,000 consumers annually, across more than 30 countries, to assess consumer attitudes about, and relationships with, over 10,000 brands. Our database includes information from over two million consumers. It reveals the power of the brand in the mind of the consumer that creates predisposition to buy and, most importantly, validates
a positive correlation with better sales performance.'
Top dog in the brand business is Google, followed by Apple, IBM, Microsoft, McDonalds, Coca-Cola, Visa, AT&T, Marlboro and Amazon, showing that the the Yanks sure know how to promote their brands.
Last week Intel took the axe to its marketing department to assist in regaining coolness.
Trouble is that Intel's CEO, a manufacturing guy, does not personify anyone's idea of Mr Cool.