Word: brandes
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Every year, the market-research firm Millward Brown conducts a survey to determine the economic worth of the world's brands - in other words, to put a dollar value on the many corporate logos that dominate our lives. Lately the firm's results have been stuck on repeat: Google has claimed the top spot for the past three years. The most recent report values Google's brand - those six happy letters that herald so many of our jaunts down the Web's rabbit hole - at more than $100 billion...
...family, his passing has pushed many Americans to sadly remember the long-gone days of touch football on the White House lawn or the youthful idealism that helped put a man on the moon. But the influence of the Kennedy brothers on Washington continues to be felt, and their brand of politics, focusing on hope for a better world and a strong commitment to public service and bipartisanship, has inspired modern-day politicians, including Obama...
...Over its 60 years, Ikea has built a reputation as a purveyor of inexpensive but stylish home furnishings, selling everything from leather sofas to chrome toilet-bowl cleaners. Branding has been a large part of the Swedish chain's success - what urban dweller today, whether in Atlanta or Kuala Lumpur, doesn't recognize that bright blue warehouse, glowing like a beacon of fine living, at the side of the highway? And its signature typeface, a customized version of Futura, has long been an integral part of that brand. But with its 2010 catalogue now arriving in mailboxes, the supplier...
Candy may be in the pipeline for her 35-year-old company, Fu Kee Food Co. But gourmet sauces sold under the brand name Yuan's, www.i-ho-yuan.com, are what have earned Tsang a fanatical fan base from Hong Kong to Amsterdam. A 125-ml bottle of Yuan's soy sauce retails for $21 - the most expensive in the world, Tsang brags. "Why is it so expensive?" she asks. "Because it's an ancient Chinese recipe, and no one can steal it because it's in my head." (See pictures of Hong Kong...
...more data, so she conducted the experiment again, with a few changes. This time, she reversed the order: she asked how much change 222 undergraduates at two universities were undergoing before asking them to choose between familiar and unfamiliar products - a much longer list this time, including "your regular brand" of deodorant vs. "a new one that looks interesting" at the same price, a free download from a band you know vs. one from a recommended band you don't and orange juice vs. "mandarin guava juice...