Monday, April 6, 2009

Brand Junkies 2009

More than 43 hundred people have had their say.

The results are now final.

And let the record show that Apple took the biggest bite from the 2009 "Brand Junkie" awards.

Brandchannel ( is an editorially independent website produced by global branding agency Interbrand. It's annual "Brand Junkie" awards are designed to discover more about brands with the "it" factor.
Brands which provoke reactions that none other can. In other words, what people say about your brand when you’re not in the room.

As it turns out, 4,310 voters chose Apple as the top brand in several categories as it faced off against companies wsuch as IKEA, Starbucks and Walmart. All answers pertain to the 2008 calendar year. Survey comments are italicized as we recap some of the highlights.

Which brand provided the best retail environment?: APPLE

"It is the only brand that I know in which people take photographs of themselves after leaving the store when buying their iPod"

Which brand had the most successful viral marketing?:

"Because I'm not familiar with any paid advertising they've done. And the organization and the brand has grown like gang-busters through word of mouth"

Which brand produced the most innovative and enticing packaging for its products?: APPLE

"I like Apple's packaging. It’s sleek and minimalist. It is not cluttered by too much info. The main desire is to showcase the product. Apple carries this view through all that it does, from the way it designs the computers and Ipods to the way they design their stores. It is very iconic, and easily recognized even if in a new context. ie movies, TV and other media"

Which celebrity had the best relationship with a brand?: TIGER WOODS

"He has a spotless reputation and personifies all of the attributes that golf and his sponsors wish to communicate to their chosen target markets"

Which brand was the most controversial?: GENERAL MOTORS

"If a brand is (in part) its reputation, then GM has tarnished its brand through execs with private jets and showing that it is out of touch"

Much of the success in the branding arena enjoyed by Apple is due in large part to the vision inspired by Steve Jobs. However, with his recent health issues, there is a debate over which brand is stronger; Apple or Jobs?

For a complete rundown of the 2009 "Brand Junkie" awards visit:

"A lot of companies have chosen to downsize, and maybe that was the right thing for them. We chose a different path. Our belief was that if we kept putting great products in front of customers, they would continue to open their wallets" STEVE JOBS

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