Branding Briefs…The Economic Meltdown Edition
Here are this week’s stories of interest relating to the economic crisis.
Click on the hotlinks to read the complete story.
Poof! Financial brands ranked among the top 100, then…
Note to Marketing: Cut the bull from Wall Street ads
Trust Me: Financial firms’ ads stress experience during volatile times
The Strength to Be There…Ha! AIG postcard strikes with heavy dose of irony
New Game Plan: Retooling your marketing for today’s economic realities
Carpe Diem: Wall Street turmoil creates golden opportunities for credit unions
$1.8 Trillion Bailout: Where’s the money going?
Northern Exposure: One Canadian thinks their rules will prevent U.S.-style crisis
Pissed Off: Credit union CEO rails against banks for what he thinks is cheating
Brothers Grim: Lehman another example of a bank brand failure
Ouch! That Hurts! Madison Avenue feels Wall Streets pain
This article © 2012 by The Financial Brand and may not be reproduced.
More stories about: Briefs, bailout, crisis, debacle, meltdown, Trust 
Regarding “Poof”: I don’t get it. If the stock market value of a firm declines, why does that mean that its “brand value” declines?
I didn’t see that Interbrand used share prices in its calculations.
Here is their methodology:
http://interbrand.com/best_global_brands_methodology.aspx?langid=1000
Maybe I’m not looking closely enough?
If they did, who knows what rationale Interbrand used to justify adjusting a brand’s value based on its stock price? Who knows, for that matter, what their definition of brand is. I could speculate about their rationale for this calculation, but I’m reluctant to engage in a proxy debate on Interbrand’s behalf. Maybe they think shareholder confidence strongly correlates to — or even reflects — a company’s brand stature? But to really answer this question, you’d have to ask them. Even better, you’d get to look at their formula.
I wonder what weighted significance the calculation gives to share prices? And I wonder what this system of measurement would mean for someone like Navy FCU, who has no stock?
My mistake. I was looking at this paragraph:
/;Seven of the 10 top 50 brands that fell in value in the year to June were banks. Between them their names lost more than $10bn (£5.5bn) of their cachet, according to the annual Interbrand survey, which uses future income estimates, the role of the brand and overall customer loyalty assessments to build its league table.”
I interpreted “cachet” as “market value”. Sorry. I won’t make THAT mistake again.