Brand Bubble Essay
6 Spring 2009
“Time destroys the speculation of men, but it confirms nature.” —Cicero, 106-143 B.C. As we leave behind 2008, the numbers are both historic and dismal. The S&P 500 declined by 38 percent, and almost 2 million jobs were lost. The median home price fell by 22 percent, while almost 7 trillion dollars in market value evaporated from the Dow Jones 5000 Index. Taxpayers funded $700 billion to bail out financial institutions, with another $17.5 billion to keep General Motors and Chrysler operating into the new year. The credit crisis intertwined virtually every economy and sector in the world, shattering consumer confidence to …show more content…
Executive Summar y
The BrandAsset Valuator (BAV) brand study found that, while brand valuations have risen steadily, consumers are selling brands short: Brand awareness is down 20 percent, brand esteem is sliding by 12 percent, perceptions of brand quality declined 24 percent, and trust in brands has eroded by almost 50 percent. The authors conclude that an entirely new approach to analyzing a company and managing its brands is needed to stave off the inevitable decline in brand value.
Today, the 250 most valuable global brands are worth