The unique differences in the nostalgic images of Coke, the simpleness of the Apple logo and the fit, athletic associations of Nike are just some of the reasons I love studying brand awareness.
I love brand history. A few years ago while going through a company name change at work I got to sit in on a great presentation of the evolution of the FedEx brand. At the same time I was quickly entrenched in all details of maintaining a certain brand image and all the different touch points from stationary to uniforms, signage, vehicles, etc. It was then that I realized the importance for consistency and brand guidelines to support a brand.
Some of my favorite brands are Coca-Cola, Apple and Nike. There is something so classic about the Coke Brand. I’ve often joked if I were to become a truck driver I’d want to drive for Coke. Their trucks are always so bright and just seem to make me smile. It could subliminal from the old jingle “Have a Coke and a Smile” or it could be that the trucks are almost always clean. Not sure if this is true or not but I heard at one time Coca-Cola has strict guidelines on how often they have to wash their trucks.
Then there is the nostalgic image they have with their name. I love their old signage and their old advertisements with Santa. They’ve also done a great job evolving their brand image. Their logo hasn’t changed much but they’ve varied the types of advertisements they create to appeal to people of all ages. They even have a great presence on Instagram. @cocacola
Earlier this month, Interbrand issued the latest rankings of the top brands. Apple knocked Coke out of the top spot which it held for 13 years. Not only was Coke knocked out of 1st place, they were knocked down to 3rd by Google. The tech world is definitely changing the landscape around us in so many ways.
Here is a chart that shows the top brands and their rankings over the last 13 years.