Posted on 01/30/2005 1:25:58 PM PST by wagglebee
LONDON (Reuters) - Arabic media channel Al Jazeera has been voted the world's fifth most influential brand in a poll of branding professionals that gave the top slot to U.S. iPod and computer icon Apple.
In the survey of almost 2,000 ad executives, brand managers and academics by online magazine Brandchannel, Apple ousted search engine Google from last year's top spot, but the surprise to many will be Al Jazeera's entry into the top five.
"With all the news from Iraq and Afghanistan and the 'war on terror', a lot of people are really tuned into the news, and the major news sources have a western bias," Brandchannel Editor Robin Rusch said.
"I think people are tuning in to Al Jazeera and looking at its Web Site because it does offer another viewpoint. For the global community, it's one of the few points of access we have to news from the region with a different perspective."
The annual survey asks respondents to rate the impact of a particular brand on people's lives, and does not attempt to quantify its financial value.
Coca-Cola, the U.S. soft drinks behemoth that regularly tops polls of brand equity value, is nowhere to be found in this year's global or regional top five lists.
Rusch recognizes the professional nature of the magazine's sample can affect the results of the survey, but nonetheless the Al Jazeera brand now ranks in terms of impact alongside giants such as Nokia and Starbucks.
Apple, whose iPod has replaced Sony's Walkman as the personal media player to be seen with, topped both the global and North American rankings in the poll, displacing Google despite the splash caused by the search engine's $1.7 billion auction-style initial public offering last year.
Apple, which launched the iPod three years ago, has sold 10 million of them, but the fact that almost half of these were moved in the final quarter of 2004 suggests an avalanche in demand.
"Apple's just done an extraordinary job with innovation, technology and design. The iPod is what has put Apple in the lead this year," Rusch said.
"Sony has had less luck tying together its products as a lifestyle. From a branding perspective, they haven't caught up with Apple's design and ability to capture the imagination."
Swedish furniture chain Ikea, whose global network now extends to 35 countries, takes third place in the global ranking, while ubiquitous coffee chain Starbucks just shades Al Jazeera in the brand-impact stakes.
Ikea's high ranking reflects its gradual global expansion -- people who have in the past only been able to read about the flat-pack furnisher can now experience the joy of cheap home-assembled wardrobes for themselves.
An interesting entry into the Asia-Pacific regional list is Australian guidebook publisher Lonely Planet, which comes in at number five. But Rusch said it could have a trying time this year as it scrambles to rewrite the Asian regional and country guides on which it built its reputation.
GLOBAL AND REGIONAL TOP FIVE LISTS (1,984 respondents to the question "which brands had the most impact on your life in 2004?")
GLOBAL
1. Apple
2. Google
3. Ikea
4. Starbucks
5. Al Jazeera
CENTRAL & LATIN AMERICA
1. Cemex
2. Corona
3. Bacardi
4. Bimbo
5. Vina Concha y Toro
ASIA-PACIFIC
1. Sony
2. Samsung
3. LG
4. Toyota
5. Lonely Planet
EUROPE & AFRICA
1. Ikea
2. Virgin
3. H&M
4. Nokia
5. Al Jazeera
NORTH AMERICA
1. Apple
2. Google
3. Target
4. Starbucks
5. Pixar
Other than Fox News, I can't think of a major news outlet that isn't anti-American.
I guess my definition of "top brand" is different from theirs--certainly iPod is known, but the TOP brand for the world?
I agree, what happened to Coca Cola, Disney, McDonald's, Ford, etc.
And my dear old Kodak, known everywhere?
Yeah, but Kodak completely missed the "digital age" and is almost extinct because of it.
What about Free Republic?
Or at least Drudge, he's getting over 3 billion hits a year.
At least All-Jazz era I've heard of; what the heck is "Ikea"?
They may have missed the "digital age", but they didn't miss the "PC" age. It's management has gotten so driven by political correctness that I try to avoid buying their products anymore. As far as I am concerned, good riddence!
Where's "Coca-Cola"? Either this study is flawed, or times are indeed a-changin.....
Ikea, furniture that melts.
Surreal....
"Brand" executives voting for Al Jazeera is just another way of saying "F-U" to the US.
Notice the scare quotes around war on terror. Tells you all you need to know.
Why did't they vote for Zarqawi's group and its black flag with white lettering? They probably think that's pretty sexy too.
It's kind of baffling. I guess anyone can just make up a list like this, but to me it's one more nail in the POLL coffin.
Not only is Apple #1, but the Apple movie studio is #5. Who were polled? Steve Jobs' in-laws?
I noticed for North America both Apple and Pixar are listed seperately but founded by Steve Jobs. A rich corporatist that libs love to praise.
IMHO this list is a bit suspect. Notice no petroleum producers, automobile makers, or fastfood companies are on this list. It may not be PC for me to say this, but McDonald's, GM, Toyota, and Exxon Mobil should be considered far more influential than any of these listed. Hated yes but more influential nonetheless. I just can't see how that Swedish furniture company Ikea made the list but those I mention and others haven't.
I would consider Al-JaZERO as being influential if you consider preaching to the choir as being influential.
I'm sure the inclusion of 'academics' skewed the poll to the Apples and Al Jazeera.
And Google is a search engine, how much "influence" can they have, Drudge is getting 10 million hits a day.
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