Adage in the USA has reported on the top corporate brand rankings. You can read the article at: http://adage.com/article?article_id=135386.The top 3 corporate brands are:
#1 Coke
#2 Johnsons & Johnson
They comment in the article: “For 2008, two perennial favorites were lodged in the Nos. 1 and 2 slots: Coca-Cola Co. and Johnson & Johnson, which have remained in those positions since 2004”.
What is interesting about this is not only that the 2 leaders have stayed so firm and fast, but also that in reality the corporate image is driven by one product/ brand in fact.
Coke has many brands and products, but you can bet that the ranking is based on the main Coke product
In the case of J&J, this image is driven by the Johnson’s baby Brand. A brand that only account for a few percentage points of total sales at J&J. The company is mostly a pharmaceutical company, medical and then consumer products company (with baby quite small even in that group). But the company in the mind of everyone is associated with babies and the emotional bonding with mums. This gives a huge halo across the total corporate image. It is something that J&J has in some years invested in specifically, understanding the power of having such an emotional brand and product range associated with the corporate image. So much better to be associated with this than the perceived harsher and more aggressive pharmaceutical world too.
The association with baby and emotion in the mind of everyone also makes it easier sometimes to cause a sensation. For the 2nd article I read today about J&J was the one with the headline: “J&J baby products under question in China” on Cosmetics news. Although about baby products it straight away feeds into the overall corporate image.
J&J is linked to baby. Although a small part of overall sales, it is what makes J&J be J&J in the mind of everyone. It is competitive edge.
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