Interviews with Brand Leaders from the 100 Best Global Brands

In their annual Best Global Brands report, Interbrand, a leading brand consultancy, interviewed CMOs and top marketing executives to discuss the changes in brand management over the past year, the current trends across and within sectors, and the pivotal role of brands in a new era consumer expectations. Interbrand publishes the ranking of the top 100 brands based on a unique methodology analyzing the many ways a brand touches and benefits an organization, from attracting top talent to delivering on customer expectation. What contributes to a brand's value? The financial performance of the branded products or services, the role of brand in the purchase decision process, and a brand’s ability to continue to secure earnings for the company.

Amanda Mackenzie of Aviva

Kevin Bishop of IBM

Wonhong Cho of Hyundai Motor Company
Executive Vice President and Chief Marketing Officer of Hyundai Motor Company


cody beach's picture
cody beach
Activity Score 20

wow,pretty good,nice post,i can see that you are working hard for
this practical infomation.cheer up,guys.

j0nathan's picture
Activity Score 2

Like Amanda says, it's always about good content, and always should be. That is the first intermediary to sell your brand and business. Also when you say good content, good content should translate as well positioned content. Not just any old spiel can go out to market your brands and products, because relevance to the consumer is paramount! When the benefits to the consumer are articulated in the brand's pitch, consumers will buy the brand's products. In this way, content is king, and the true key to brand awareness.