the colour of business..? 2012 rank2011 rankbrandsector2012 brand value $m% change (brand value)...
Post on 30-Dec-2015
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2012 Rank 2011 Rank Brand Sector 2012 Brand Value $m % Change (Brand Value)
1 1 Coca-Cola Beverages 77,839 8%
2 8 Apple Technology 76,568 129%
3 2 IBMBusiness Services 75,532 8%
4 4 Google Technology 69,726 26%
5 3 Microsoft Technology 57,853 -2%
6 5 GE Diversified 43,682 5%
7 6 McDonald’s Restaurants 40,062 13%
8 7 Intel Technology 39,385 12%
9 17 Samsung Technology 32,893 40%
10 11 Toyota Automotive 30,280 9%
11 12 Mercedes-Benz Automotive 30,097 10%
12 15 BMW Automotive 29,052 18%
13 9 Disney Media 27,438 -5%
14 13 CiscoBusiness Services 27,197 7%
15 10 HP Technology 26,087 -8%
16 16 Gillette FMCG 24,898 4%
17 18 Louis Vuitton Luxury 23,577 2%
18 20 OracleBusiness Services 22,126 28%
19 14 Nokia Electronics 21,009 -16%
20 26 Amazon Internet Services 18,625 46%
1 logo4 logos
9 logos
10 logos
16 logos
34 logos
35 logos
40 logos
Blue 30%
Red 25%
Black 24%
Yellow 6%
Grey 6%
Green 5%
Brown 3%
Purple 1%
All the top 100 brands
Blue 30.9%
Red 16.2%Black 23.5%
Yellow 6.6%
Grey 11.8%
Green 5.9%
Brown 2.9%
Purple 2.2%
Media Technology(42 brands)
Associations: Energy, attention grabbing, exciting, bold
Natural: Power, privilege (red carpet), hot, sporty or racy
Use for: Eye catching, sales or calls to action, bold, youthful and even risqué
Red
Blue
Associations: Secure and trustworthy, pure, truth
Natural: Sky (universally liked), heavenly, money, success
Use for: Safe, finance related, dependable
Green
Associations: Wealth (deep green), calming (light green), nature
Natural: Trees, spring, authentic, peace, and easy for the eye to process
Use for: Entertainment and leisure related – not eco-clichés though
Purple
Associations: Creative, imaginative, wisdom, royalty
Natural: Sweet and rich, soothing and calm
Use for: Trust and depth, often anti aging too
Pink
Associations: Energy (hot pink), indulgence and romance
Natural: Feminine colour, innocence, sensitivity
Use for: Products for young women and girls
(However, this colour cliché is slowly being eroded – use at your own risk!)
Orange
Associations: Optimism, cheerfulness, confidence, celebration
Natural: Sun, citrus fruits, warmth
Use for: Attention grabbing, aggressive, youth or kids products
Black
Associations: Power, luxury, designer reserve
Natural: Absence or beyond colour
Use for: Sleek, expensive products, exclusivity
White
Associations: Simplicity, purity, eye catching
Natural: Purity, bridal, life, new – the anti colour
Use for: Health or technology products
Robert Dunsmore
Blitz|GES: Director Live Events
Tel: 07799 693 031
E-mail: rdunsmore@ges.com
Twitter: @robert_dunsmore
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