the colour of business..?

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 52.5%

Red 28%

Black 9%

Yellow 3.5%

Grey 1.75%

Brown 5.25%

Business Financial(18 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)

Blue 20.5%

Red 20.5%

Black 54%

Brown 5%

Fashion Luxury Goods

(12 brands)

Colour your world..?

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