The global brands with the most ‘VIBE’

TRENDAFRiCA March 26, 2013

Google is the world’s ‘most culturally relevant brand’ today, according to global research by brand development and marketing insight consultancy, Added Value.

Added Value polled more than 62 000 respondents in 10 countries during the latter quarter of last year in its Cultural Traction 2013 report. The research measured a brand’s cultural vibrancy, which is a composite of four factors, statistically culled from numerous attributes that reflect cultural relevancy.

The ‘VIBE’ score measures brands against the following attributes:

  • Visionary – Leading the way and getting our attention.
  • Inspiring – Have a point of view and stand for something I want to be a part of.
  • Bold – Have swagger with substance.
  • Exciting – Are disruptive and have momentum.

The top 10 brands with the most VIBE, are:

  1. Google
  2. Apple
  3. Samsung
  4. IKEA
  5. Microsoft
  6. Sony
  7. BMW
  8. Audi
  9. Coca-Cola
  10. eBay

The full results of Added Value’s Cultural Traction study 2013, can be viewed at www.added-value.com/culturaltraction. The online study was executed on behalf of Added Value by Lightspeed Research.

Commenting on the research, Added Value South Africa’s Dr Inka Crosswaite said measuring and understanding its cultural relevance is vital for a brand’s success, because only culture can tell whether the brand has got it or lost it.

“Brand equity measures brand health today, an important metric for any brand. But Added Value’s VIBE provides a third dimension, a view on the strength of your brand’s momentum for tomorrow.

“Culture is the currency of all our conversations and it is in a constant state of flux. Great brands know this and invest in marketing to stay ahead of the conversation,” Crosswaite said.

“At the very heart of Added Value’s Top 10 brands is a belief in the freedom and opportunity to drive the human race forward. These are brands that inspire us to dream. They promote the art of clarity and simplicity. They use creativity to look at things differently.”

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