QUIZ...What Do The World's 3 Most Valuable Brands Have In Common?

16 years ago

They are not things you need. In fact, they aren't really good for you at all. Proves why marketing is important.

~Michael

p.s. And, last I checked, each is based in the USA.

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Marian Berghes

16 years ago

all three are not healthy products.
o btw: the original owner of marlboro died of lung cancer...pretty weird

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internetmarketer99

16 years ago

Easy. They're selling a self-image, not a product. And each is the best at it in their category.

Their advertising effectively conveys the message, "consume this product and you'll be (fill-in-the-blank).

In the case of Marlboro, smoke Marlboro and you ARE the Marlboro Man. Budweiser - you're the life-of-the-party that chicks dig. And "Coke is IT", it represents the "the good life, the best life has to offer", which is why it's also so popular around the world, particularly in countries that claim to hate the US - people their may hate the US, but they certainly would like to have what they perceive as the "abundant, easy, and comfortable" lifestyle associated with Americans.

Mark

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ExRat

16 years ago

Hi,

Well, judging by the answers that are not relating to how addictive and unhealthy they are, I'm wondering how valid the 'lesson' will be because it's impossible to draw any conclusions that can be easily applied to other types of products.

Why?

Because what all of the 'marketing lessons' will miss out on is stuff like this -

Even though cigarettes have warnings all over the packets and adverts that list tons of nasty sounding chemicals, and even though they make you stink, discolour any part of your body they come into contact with....etc etc

...people like myself still pay a premium to enjoy all the 'benefits' of smoking cigarettes.

So regardless of whether they are selling the 'image' or anything else, personally (as a nicotine addict) I see all that as simply a smokescreen. (Pun intended)

They are not successful (in the main) because of their marketing.

They are successful (in the main) because of the addictive nature of what they sell.

And once they had made the type of money that they do (which, for example, enables them to 'buy' governments) then it's not too difficult to sew up the market between a small group of companies and destroy anyone who tries to muscle in.

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CWreports 16 years ago

They each branded their product by having coined a word or phrase that they now own..

Coco Cola....the real thing
Budwieser...the king of beer
Malboro...Malboro Man...Malboro Country

Carol
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jhongren 16 years ago

They have spent and are still spending insane amount on advertising just to maintain their brand exposure.

John
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JasonKing

16 years ago

Originally Posted by ExRat

Hi,

Well, judging by the answers that are not relating to how addictive and unhealthy they are, I'm wondering how valid the 'lesson' will be because it's impossible to draw any conclusions that can be easily applied to other types of products.

Why?

Because what all of the 'marketing lessons' will miss out on is stuff like this -

Even though cigarettes have warnings all over the packets and adverts that list tons of nasty sounding chemicals, and even though they make you stink, discolour any part of your body they come into contact with....etc etc

...people like myself still pay a premium to enjoy all the 'benefits' of smoking cigarettes.

So regardless of whether they are selling the 'image' or anything else, personally (as a nicotine addict) I see all that as simply a smokescreen. (Pun intended)

They are not successful (in the main) because of their marketing.

They are successful (in the main) because of the addictive nature of what they sell.

And once they had made the type of money that they do (which, for example, enables them to 'buy' governments) then it's not too difficult to sew up the market between a small group of companies and destroy anyone who tries to muscle in.

I hear ya.

As an aside,did you know that one of those Wall St types started a VICE fund for the recession? Invests in gambling, tobacco, alcohol companies..

Anyhoo.. carry on.. I almost hope we don't hear the answer because there are some real gem responses here.

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Chipt

16 years ago

Because they each are the King of the Hill in their categories... their logos and products are instantly indentifiable, they have the #1 top-of-mind awareness in their class, their jingles are instantly recognizable, and their brand integrity, brand loyalty, and brand consistency are at the top of their brand category and market segment.

Chip Tarver

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ExRat 16 years ago

Hi,

They're made (two of them definitely, one of them allegedly - and the name gives a little hint) from the three most highly addictive and destructive narcotics used by the general populace.

Why is it important?

Obviously we're thinking different things here. But to me, the most important thing to note is that two of them are also amongst the highest (percentage of total retail price) taxed items you can buy in the UK.

Hi Chip,

Hate to disagree with you but -

and their brand integrity, brand loyalty, and brand consistency are at the top of their brand category and market segment.

...I think their brand integrity is rock-bottom - it's only top with their addicted customers.

As for brand loyalty, I think the nature of the product is bound to lead to this.
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- Dan C. Rinnert 16 years ago
  
  They are all over 100 years old.
  
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Carlsbadd 16 years ago

Because they never over estimated thier value, they constantly advertise to keep thier products in front of the customer. Every kind of advertising and sponsorhip they have tried at one point.
They never stop tweaking thier ads and products
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Jesus Perez 16 years ago

Not Any More.

snopes.com: Most Valuable Brand Names

They are all addictive substances.

(Tobacco, Caffeine, Alcohol)
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- Lance K 16 years ago
  
  Originally Posted by BlueSquares
  
  Not Any More.
  
  snopes.com: Most Valuable Brand Names
  
  They are all addictive substances.
  
  (Tobacco, Caffeine, Alcohol)
  
  OK, maybe they aren't the top 3 valued anymore. I had a feeling that may be the case. But the fact remains that they are 3 giant brands. And they all have something in common.
  
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  Lance K 16 years ago
  
  Some very good guesses.
  
  But nobody has come close yet.
  
  Keep guessing.
  
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  "You can have everything in life you want if you will just help enough other people get what they want."
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  JasonKing 16 years ago
  
  None of the three were first to market.
  
  All of the three entered the marketplace selling commodities that were already available in the marketplace (cigarettes, cola, beer). In fact, one might argue their products could even be inferior (e.g. Pepsi outrating Coca-Cola in blind test tastes).
  
  Instead, they all achieved dominance via effective marketing and branding.
  
  LESSON: Invention is the kiss of death. Sell what's already selling. Market what's already marketing. Just do it better.
  
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John Taylor

16 years ago

All three..

Are instantly recognisable
Contain the colour red
Are bad for you

John

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debra

16 years ago

Originally Posted by Lance K

This morning I received an email with the following tidbit in it...

________________________________________

The three most valuable brand names on earth:
Marlboro, Coca Cola, and Budweiser, in that order.
________________________________________

Now, who can tell me what those 3 brands have in common and why it's important?

The first person to answer correctly gets a prize.

I'll buy you any WSO of your choosing up to $30.

All 3 feed an addiction.

Marlboro - nicotine
Coca Cola - caffiene
Budweiser - alcahol

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Floyd Fisher

16 years ago

They are things people consume over and over.

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Michael Oksa 16 years ago

Originally Posted by Floyd Fisher

They are things people consume over and over.

Floyd, that must be right. That means people keep spending their money on this stuff, over and over. Great answer.

~Michael
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- Ricky Allen 16 years ago
  
  Here's a thought.
  
  Is it the color Red.
  
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Lance K

16 years ago

Originally Posted by Floyd Fisher

They are things people consume over and over.

WE HAVE A WINNER!!!

Nice Job, Floyd. Let me know which WSO you want and I'll get in touch with the vendor about buying it for you.

LESSON:

Even more important than the brand is the fact that these are consumable products. Branding is great, but having a consumable product that people use (and therefore pay for) over and over is the greatest business model in the world.

Even the generic consumables have built in continuous sales. Building brand awareness and becoming a category leader is just the icing on the cake.

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JasonKing

16 years ago

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DougBarger 16 years ago

Okay,

Nick, Jason and Jhongren are the 3 winners.

Remember any wso of your choosing will work.

Lance, hope I was able to contribute even more value to your thread which I would have ventured a guess had the winners not already got it. Nice share.

Just pm the links to the wso after your purchase.
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- Lance K 16 years ago
  
  Originally Posted by DougBarger
  
  Hope I was able to contribute even more value to your thread.
  
  Yeah, something like that. :rolleyes:
  
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ExRat

16 years ago

Hi Lance,

Some are more natural than others (i.e. toilet paper, shampoo, cigarettes, cola, etc.). But if you can figure out how to package your product/service so that it can be consumed on a regular basis, profits will increase dramatically. Then you build your brand through positioning and delivering outstanding value.

Does that make more sense?

What you said makes sense, and I think yours is a point (the consumable factor) worthy of discussion but I think that the differences between the physical product business (Coke, Marlboro, Bud) and my example (adwords) are so great that you cannot link them together purely by saying that adwords customers 'consume' the product.

Therefore Coca Cola would not be even close to the greatest business model in the world in my opinion - but bear in mind, many of us are info/software/internet service marketers - so we are bound to focus on the downside of an offline physical product business because we enjoy the lack of logistical nightmares that those other businesses deal with daily.

And I do think my first point above is worth bearing in mind (when considering the marketing techniques of very successful companies, try and avoid forming 'marketing rules' from the ones where their success is mainly derived from the product containing highly addictive narcotics). Interesting that everyone had Coke down as containing caffeine but I guess I'm the only one who thinks it contains 'Coke'?

All said in the spirit of healthy debate and learning...

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Jose Delgado 16 years ago

They'll all kill you overtime.
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Lance K

16 years ago

Originally Posted by ExRat

Hi Lance,

What you said makes sense, and I think yours is a point (the consumable factor) worthy of discussion but I think that the differences between the physical product business (Coke, Marlboro, Bud) and my example (adwords) are so great that you cannot link them together purely by saying that adwords customers 'consume' the product.

Therefore Coca Cola would not be even close to the greatest business model in the world in my opinion - but bear in mind, many of us are info/software/internet service marketers - so we are bound to focus on the downside of an offline physical product business because we enjoy the lack of logistical nightmares that those other businesses deal with daily.

And I do think my first point above is worth bearing in mind (when considering the marketing techniques of very successful companies, try and avoid forming 'marketing rules' from the ones where their success is mainly derived from the product containing highly addictive narcotics). Interesting that everyone had Coke down as containing caffeine but I guess I'm the only one who thinks it contains 'Coke'?

All said in the spirit of healthy debate and learning...

DAMNIT ROGER, you're making me think!

I see what you're saying and I agree.

I hereby change my definition of "consumable product" to mean and product that is bought and used repeatedly. As a whole, it's the best business model in the world, and at the top of the heap are th digital/cyber products & services you refer to.

If you need an example of one that doesn't contain highly addictive narcotics or other health related side effects, consider dye free, fragrance free, dingle berry free toilet tissue.

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Christie Love

16 years ago

It's really quite simple. They have the best marketing campaign in the world. They value a serious solution to help many people with a need or problem they may have.

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ExRat

16 years ago

Hi Chip,

Well if we're talking about the most amazing businesses I'd have to say that churches impress me. The wedding and funeral business have so many things going for them and they're high ticket items.

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imb

16 years ago

Originally Posted by ExRat

Hi Chip,

Well if we're talking about the most amazing businesses I'd have to say that churches impress me. The wedding and funeral business have so many things going for them and they're high ticket items.

Religion, one of the best businesses IMHO.

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Chipt

16 years ago

Hey, Ex -

Close by me in Gatlinburg, there are hundreds of wedding chapels and services all over the place. Next to Vegas we surely are a close 2nd I'd guess.

And funerals woulld IMO be the most perfect business model because 100% of us will die so we are forced and captive potential customers.

Not everyone will smoke Marlboros and drink Bud, and there are tons of competitiors for both. Virtually 100% of us will need a funeral, with few exceptions...

Great point -

Chip

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David Reed

16 years ago

Originally Posted by Chipt

Hey, Ex -

Not everyone will smoke Marlboros and drink Bud, and there are tons of competitiors for both. Virtually 100% of us will need a funeral, with few exceptions...

Great point -

Chip

There is a way around this of course: Donate your body to science, there being a great shortage of cadavers for medical research.

Trying to build a business around that would of course land you in deep do-do!

David

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Josh Anderson 16 years ago

Each product causes irreversible damage to your body if used habitually.

Each contains an addictive substance designed to build dependency.
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Lance K 16 years ago

Originally Posted by Floyd Fisher

They are things people consume over and over.

Thanks for participating everyone. Floyd is the winner.
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Nick Brighton

16 years ago

I was going to add...

They all have the potential to kill you.
They all have addictive qualities.
They all are able to appeal to people's vanity and social status.

But hey ho,

P.S

The "winning answer" that they are all something people consume over and over could expand your question to several million brands...

Kleanex,
Durex,
Pampers,
Andrex,
Evian,
Nescafe,
Cadbury's Chocolate...(sighs with too many examples to give)

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Lance K

16 years ago

Originally Posted by Nick Brighton

P.S

The "winning answer" that they are all something people consume over and over could expand your question to several million brands...

Kleanex,
Durex,
Pampers,
Andrex,
Evian,
Nescafe,
Cadbury's Chocolate...(sighs with too many examples to give)

Nick, you're absolutely right about these other products. But you're missing the point. It's not really about the brands. See my explanation in the reply where I name the winner. I probably edited it to add the explanation after you saw it. My apologies. Hopefully it explains things a little better.

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Nick Brighton

16 years ago

Originally Posted by Lance K

Nick, you're absolutely right about these other products. But you're missing the point. It's not really about the brands. See my explanation in the reply where I name the winner. I probably edited it to add the explanation after you saw it. My apologies. Hopefully it explains things a little better.

If it's not about the brands, how is the winning answer "They are things people consume over and over." exclusive to these 3 examples?

You asked what they have in common and why it's important. The winner said "They are things people consume over and over.". That tells me nothing about why that's important, other than using my own common sense.

That is exactly what

Kleanex,
Durex,
Pampers,
Andrex,
Evian,
Nescafe,
Cadbury's Chocolate

all have in common too. I suppose my point is, I don't see the point or lesson in this? There are many aspects these brands have in common, and I can't get my head round why you claim the only answer to be "They are things people consume over and over."

Either way, I'm just being argumentative so please don't take this as me picking on you. I just like to question 99.9% of what I read, hear, learn and experience... not just on this forum...but everywhere in life.

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Lance K

16 years ago

Originally Posted by Nick Brighton

If it's not about the brands, how is the winning answer "They are things people consume over and over." exclusive to these 3 examples?

Could you please show me where anyone said it was exclusive to these 3 brands?

The point was simply that 3 of the most dominant brands on the planet are built around products that are consumable.

Originally Posted by Nick Brighton

I suppose my point is, I don't see the point or lesson in this? There are many aspects these brands have in common, and I can't get my head round why you claim the only answer to be "They are things people consume over and over."

It's not about the brands. It's about the type of product some of the most recognizable brands in the world are built around.

I didn't say it is the only answer. Just the one I'm looking for. Since this is a marketing forum, I thought this was an interesting observation about these companies.

And the reason the correct answer is what it is...it's my quiz!

Originally Posted by Nick Brighton

Either way, I'm just being argumentative so please don't take this as me picking on you. I just like to question 99.9% of what I read, hear, learn and experience... not just on this forum...but everywhere in life.

No worries. I love free thinking individuals. Thanks for the input.

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ExRat

16 years ago

Hi Lance,

I sincerely hope this doesn't look like i'm arguing with you, but I have two points -

1. the winner was meant to tell you what's important about it

2.

having a consumable product that people use (and therefore pay for) over and over is the greatest business model in the world.

I would suggest that an even better business model is having a non-consumable product that people use (and pay for) over and over - particularly if there is no limit to how much of the product they can use (you can only drink so much Coke in a day).

Example - google adwords.

No stock or no inventory, internet business therefore a worldwide prospect base, no sell by dates and loss of stock, less paperwork and beaurocracy, has a 'closed algo' based system (therefore if profits ever need a boost...), no litter from the product, customer can automate the system and leave it running 24/7, no manufacturing plant or polution tax, barely any transit costs, barely any storage costs (in comparison to physical premises), no logistical problems matching manufacturing/storage to cope with seasonal changes in demand....etc etc

Doe this make sense?

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Frank Bruno 16 years ago

All the products make the consumer feel good.

Frank Bruno
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DougBarger 16 years ago

Google, Yahoo and Microsoft

Can anyone tell me what those 3 have in common?

The first 3 to get it right get to buy me a wso of their choosing.

Doug
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- Nick Brighton 16 years ago
  
  Originally Posted by DougBarger
  
  Google, Yahoo and Microsoft
  
  Can anyone tell me what those 3 have in common?
  
  The first 3 to get it right get to buy me a wso of their choosing.
  
  Umm, they all need to get out more? Lol. Na, it's got to be something to do with their company policies...yep, I'm sure of it. It's their company policies isn't it?
  
  No wait, is it because they all have funny names? Or is it because they are all rich? Damn, you need to make your clues more obvious.
  
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- JasonKing 16 years ago
  
  Originally Posted by DougBarger
  
  Google, Yahoo and Microsoft
  
  Can anyone tell me what those 3 have in common?
  
  The first 3 to get it right get to buy me a wso of their choosing.
  
  Doug
  
  Chuck Norris is the controlling shareholder in each of the three cases.
  
  I win. Clearly.
  
  -JasonKing
  
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- jhongren 16 years ago
  
  Originally Posted by DougBarger
  
  Google, Yahoo and Microsoft
  
  Can anyone tell me what those 3 have in common?
  
  The first 3 to get it right get to buy me a wso of their choosing.
  
  Doug
  
  The " o " LOL
  
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Lance K

16 years ago

Originally Posted by ExRat

Hi Lance,

I sincerely hope this doesn't look like i'm arguing with you, but I have two points -

1. the winner was meant to tell you what's important about it

2. I would suggest that an even better business model is having a non-consumable product that people use (and pay for) over and over - particularly if there is no limit to how much of the product they can use (you can only drink so much Coke in a day).

Example - google adwords.

No stock or no inventory, internet business therefore a worldwide prospect base, no sell by dates and loss of stock, less paperwork and beaurocracy, has a 'closed algo' based system (therefore if profits ever need a boost...), no litter from the product, customer can automate the system and leave it running 24/7, no manufacturing plant or polution tax, barely any transit costs, barely any storage costs (in comparison to physical premises), no logistical problems matching manufacturing/storage to cope with seasonal changes in demand....etc etc

Doe this make sense?

Roger, yup that makes sense too. I would consider adwords consumable. You use up your daily budget, then you do it again. Not physical, but consumable.

Also, I thought about the fact that Floyd didn't mention why it was important, but figured that the "over and over" part implied the reasoning. REPEAT SALES.

The trick is to figure out how to develop a product and/or service that people consume on a regular basis. By their very nature they have a built in "back end". There are plenty of examples...

Coaching
Ad Spends
Content Writing Service
etc.

Some are more natural than others (i.e. toilet paper, shampoo, cigarettes, cola, etc.). But if you can figure out how to package your product/service so that it can be consumed on a regular basis, profits will increase dramatically. Then you build your brand through positioning and delivering outstanding value.

Does that make more sense?

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John Taylor

16 years ago

Originally Posted by Nick Brighton

The "winning answer" that they are all something people consume over and over could expand your question to several million brands...

Kleanex,
Durex,
Pampers,
Andrex,

Mmm, I can think of a valid reason why I wouldn't want to use those products more than once!

John

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Nick Brighton

16 years ago

[quote=Nick Brighton]

The "winning answer" that they are all something people consume over and over could expand your question to several million brands...

Kleanex,
Durex,
Pampers,
Andrex,

Originally Posted by John Taylor

Mmm, I can think of a valid reason why I wouldn't want to use those products more than once!

John

Hahaha, classic.

PS.

Lance, I apologize, I see what you're getting at now. I had it in my head that you were talking exclusively about these 3 brands.lol.

It's just that most quizzes have a univerally accepted answer...whereas yours was "one of a possible many, but that you had in mind".

I'd love to see the punches fly at my local pub, if the quiz master said "Sorry, team b wins because team a gave the right answer, but not the one I was thinking of..."

;-)

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Lance K

16 years ago

[quote=Nick Brighton;42353]

Originally Posted by Nick Brighton

It's just that most quizzes have a univerally accepted answer...whereas yours was "one of a possible many, but that you had in mind".

I'd love to see the punches fly at my local pub, if the quiz master said "Sorry, team b wins because team a gave the right answer, but not the one I was thinking of..."

Did you really think I'd offer up a quiz in a marketing forum looking for a health related answer? :p

I thought the quiz angle would be fun and I'd get to buy a fellow warrior a WSO of their choosing. I should have just posted my thoughts about consumable products and left it for discussion.

I'll know better from now on.

Thanks
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ExRat

16 years ago

Hi Lance,

I thought the quiz angle would be fun and I'd get to buy a fellow warrior a WSO of their choosing. I should have just posted my thoughts about consumable products and left it for discussion.

I'll know better from now on.

It was fun and your generosity is to be admired. I like healthy debate and am trying hard not to be argumentative or abusive while also asking tricky questions, looking for holes in arguments etc.

That's what makes this place great - but I do hope you don't change your approach OR feel annoyed about any of the contributions here (in particular mine, of course).

If you hadn't started the thread, none of this would have been discussed. And years from now others might be reading and learning from this thread.

Look at it that way, maybe?

Edit - just read your last post -

If you need an example of one that doesn't contain highly addictive narcotics or other health related side effects, consider dye free, fragrance free, dingle berry free toilet tissue.

I'd still prefer adwords ;-)

Thanks

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Roger Davis

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Chipt 16 years ago

In that case, I think L'eggs panty hose must be the number one brand in the world. And what a perfect business model...

Ladies buy them over and over and over, in different colors... and many times they can only been worn once before they're ruined... but rather than raise h*ll at L'eggs, women just buy more pairs more often...

... and what about disposable razors?

... and what about ladies' shoes?

... and those people who have 5 different shampoos and conditioners in their shower?

Purely amazing business models if you ask me -

Chip
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imb

16 years ago

That's what my Chinese businessman friend told me: Choose a product that gets easily consumed and they'll buy over and over again, like a tissue paper.

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Sarah Harvey

16 years ago

Coco Cola- I drink enough of the stuff in South Africa and they are big there.

What do they have in common.... they promote fun in the sun, and its a great way to connect people.

The biggest reason people go to Pizza Hut... well in SA in any case... because it targets young people aged 16- 30 to come together and have a fun evening and just relax with friends.

Same for most big brands... the target is always connecting people and making it seem as if it's fun. In my case- I love the taste of Coco Cola! Period! Except in the UK where I live now >< I hate the taste here...hence I do not drink it. Too sweet ...or should I say too much sugar.

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Lance K 16 years ago

Floyd chose Dean Shainin's WSO about EZA Secrets Exposed. Just sent payment to Dean. Thanks dean for allowing us to do so. And thanks to Floyd and everyone else who took part in the discussion. If nothing else, Floyd got a free WSO and Dean got another customer. Cheers all.
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