Brandchannel's Reader's Choice Awards* 2006 results are very interesting and are proving that some parts of the globe people's view on the brands evolved strongly. People seek and choose the brands that are authentic, stand for clearly defined values and make difference.
It is incredible to see the high position of YouTube, Wikipedia, young "online brands" that spend nothing on brand advertising. Their strategy focusing on people and relaying only on people and world of mouth.
In Europe & Africa the traditional brands are the strongest. Only Skype has taken over 2nd place. In USA & Canada "online brands" are much stronger and take over the list.And of course, Apple rules!
*The Readers' Choice poll measures brand impact according to brandchannel readers. The study runs online and is open to the public during November and December. Votes can be cast for up to five brands per region; respondents can only vote once per region but no section is mandatory. More than 3,600 people from 99 countries voted in the 2006 poll. The greatest number of voters fell in the age range of 26 to 35 year olds, with an almost equal number of men and women. Voters claiming employment with actual brands as opposed to agencies was greater by half. Respondents per region equal: 3,625 for Global; 1,595 for US & Canada; 1,420 for Asia-Pacific; 1,358 for Europe & Africa; and 581 for Latin America.
Tags: brandchannel, brands, new brands
