The KeyThere were no predefined brands

to be voted on

[Brand's unaided awareness speaks about the experience one has with a determined brand]

Coolest & GapsB r a n d i n g s u r v e y2 0 1 3 A v a n t P r e m i è r e

CoolestWhich is the coolest

brand experience? And why?

[Products and/or services can be cool by virtue of seeing a necessity or prevalence in the life of a person; it is able to anticipate that and surprise, and continue to surprise, as do, for some people, Google or Amazon]

GapsWhat and how is the difference

between cool experiences and those that promote the brand of the company where

your daily work is carried out?

1,300 participants50 countries

55% More than 36 years oldA good percentage considering that it was an online survey

40% Level ‘C’Specifically good to understand the gaps

85% Work in areas related to branding

Branding, communication, marketing, PR…

Limbic SystemI’ll just tell you what’s

my coolest brand

[It appears to be primarily responsible for our emotional life]

[It has the right of precedence over the neo-cortex]

Neo-cortexI’ll tell you why it’scool and the gapswith the company

I’m working

[It is involved in higher functions such as sensory perception, spatial reasoning, conscious thought…]

2 0 1 3 ® - A l l e g r o 2 3 4w w w . a l l e g r o 2 3 4 . n e t

Previous Definitions

L a s C a ñ a s , 1 3 – E s t u d i o 62 8 0 4 3 M a d r i d – S p a i n

+ 3 4 9 1 4 1 1 4 0 3 0

The Coolest Brands 2013 | Five clusters, 28 brands

The Gaps

Some information about the survey

The evolution 2008-2013

Meaning is the kingThe rational aspects that make the

decision, decryption and way to live the aforementioned experience

showed that a cool experiences are not a "10" anymore,

nor do they deserve it

SamsungAdidasAmazonLoeweMiniPatagoniaSony

CustoDesigualLevi’sMujiPantonePepsi

Ray-BanTwitterUniqloVuelingZappos

3 4 5

Red Bull

IKEA

Virgin

Zara

Disney

2AppleNikeCoca-ColaGoogleBMW

1

Brand 8,5

Usefulness 7,8

Communication 7,7

Taylor-made 7,5

Interactivity 7,2

Availability 7,1

Place 6,9

Related services 6,7

Social responsibility 5,5

Eco-friendliness 5,3

American SamoaArgentinaAustralia

AustriaBangladesh

BoliviaBrazil

CanadaChile

ChinaChristmas Island

ColombiaCosta RicaDenmarkEcuador

El SalvadorEstoniaFrance

GermanyGreece

India

IndonesiaIranItaly

KenyaMexico

MyanmarNetherlands

NigeriaNorway

ParaguayPortugal

QatarSingapore

SloveniaSouth Africa

SpainSweden

SwitzerlandUnited Arab Emirates

UKUSA

Given the nature of this online survey, we would like to thank all those who gave the platform and/or announced the survey, helping to its realization

And of course, thanks to all those who have participated and to the Allegro 234 team. Without them, today we might not be presenting these results

Apple was the brand

most often mentioned in

each and every one of

the countries from which

the responses were obtained

The better the score for the coolest brands,

the greater the difference with the company

of each participant

Living the brandScore: 4.4 out of 10

Not more comments required…

Breaking news, Apple rules! The clear evolution towards dialogue

Dialogue, self-expression & whim reign…

Communications, CSR & eco-friendliness

look as bluffs

Apple

Coca-Cola

Disney

Ferrari

Virgin

Nike

Starbucks

Google

Nespresso

Facebook

Nike

Coca-Cola

Google

BMW

Apple

2008 2013