The World's Top Brands: What It Takes To Be a Strong Brand

A brand is more than a name and a logo; it's a company's image. A brand can embody a company's values, mission, history, leadership, competitive advantages, and much more. CEO of Starbucks, Howard Schultz said, "the most powerful and enduring brands are built from the heart". Strong brands contain vital elements that set them a part from competitors. Let's take a look at 3 brands that Forbes has deemed the World's Most Valuable Brands and determine what makes each a strong brand.

Ranked #1 Apple

It's no surprise that Apple is the top global brand. As of May 2016, sales for the last fiscal year were $233.27 billion. Apple is considered a strong brand for several reasons. First, the Apple logo is recognized anywhere in the world. The company's name doesn't even need to accompany the logo for consumers to know what company it represents. Second, the Apple brand reflects the company's values of creativity and innovation. Its products are the epitome of these concepts. Consumers mentally tie Apple with innovation. Third, Apple is authentic. Apple has followed its original mission to create valuable user experiences through innovation and creativity. Apple has stayed true to why it does what it does and consumers value that commitment. Finally, Apple's product packaging creates a unique and memorable experience with the consumer. When a customer opens an Apple product for the first time he/she is met with a sophisticated white box that sparks anticipation and imagination. Apple is a global power house, whose brand successfully embodies its mission and values.

Ranked #4 Coca-Cola

Generating sales of $43.49 billion as of May 2016 for the previous fiscal year, Coca-cola truly is an international brand. Coca-Cola is a strong brand because it is highly recognizable. It is so recognizable that consumers who only see the shape of a Coca-Cola Bottle are able to determine the brand.

Now that's a powerful brand image. Coca-cola is also a strong brand because it is consistent. Coca-Cola has delivered the same level of high quality in its soft drinks for over 100 years. It doesn't matter if you are in The United States or in Italy, Coca-Cola will deliver a consistent refreshing beverage. The brand is also considered strong because it is authentic. Founded in 1892, Coca-Cola has maintained its original logo and color palette. Though Coca-Cola's tagline has changed throughout the years, its key messages of unity, happiness, and social consciousness have remained the same. The Coca-Cola brand is strong for it embodies the company's history, values, and global presence.

Ranked #8 Disney 

Disney is a strong international brand, making $53.9 billion in sales as of May 2016 for the previous fiscal year. Disney has a global presence with theme parks in The United States, China, France, and Japan. Disney is a strong brand because its brand character embodies a youthful spirit that consumers of all ages identify with. To go with brand character, Disney's brand voice is fun, imaginative, and ageless. Disney believes that everyone has a youthful heart. Disney is also a strong brand because it has excellent distribution. Disney movies and television shows are viewed in theaters and on channels abroad. The company even has store fronts internationally. For example, there is a Disney store in Venice, Italy that receives a lot of traffic from the plethora of international tourists. Disney is a strong brand because consumers relate to its character and voice.