EXERCISE # 6

• Exercise 6
  Due by COB 11/03/08
  • Working individually, students should visit 10 of the sites below and identify what features those dominant brands share on their web pages and what features distinguish the pages from each other.

1. Coca-Cola
   Based in U.S.
   Flagging appetite for soda has cut demand for Coke, but the beverage giant has a raft of new products in the pipeline that could reverse its recent slide
2. Microsoft
   Based in U.S.
   Threats from Google and Apple haven't yet offset the power of its Windows and Office monopolies.
3. IBM
   Based in U.S.
   Having off-loaded its low-profit PC business to Lenovo, IBM is marketing on the strategic level to corporate leaders.
4. GE
   Based in U.S.
   The brand Edison built has extended its reach from ovens to credit cards, and the "Ecomagination" push is making GE look like a protector of the planet.
5. Intel
   Based in U.S.
   Profits and market share weren't the only things slammed by rival AMD. Intel's brand value tumbled 9%, as it loss business from high-profile customers.
6. Nokia
   Based in Finland
   Fashionable designs and low-cost models for the developing world enabled the mobile phone maker to regain ground against competitors.
7. Toyota
   Based in Japan
   Toyota is closing in on GM to become the world's biggest automaker. A slated 10% increase in U.S. sales this year will help even more.
8. Disney
   Based in U.S.
   New CEO Robert Iger expanded the brand by buying animation hit-maker Pixar and beefing up digital distribution of TV shows through the Internet and iPods.
9. McDonald's
   Based in U.S.
   A new healthy-living marketing campaign—and the premium-priced sandwiches and salads that came with it—have led to a fourth year of sales gains.
10. Mercedes-Benz
    Based in Germany
    The new S-Class sedan and M-Class SUV are helping repair a tarnished quality reputation. High costs and weak margins will take longer to fix.

World's Top 10 Brands (2006 - Based on Influence) "Which brand had the most impact on our lives in 2006?"

1. Google
2. Apple
3. YouTube
4. Wikipedia
5. Starbucks
6. Nokia
7. Skype
8. IKEA
9. Coca-Cola
10. Toyota

2007 BrandZ Report

1. Google
2. GE (General Electric)
3. Microsoft
4. Coca Cola
5. China Mobile
6. Marlboro
7. Wal-Mart
8. Citi
9. IBM
10. Toyota