High Value Brands

          After taking a look at Interbrand's website (http://www.interbrand.com/en/best-global-brands/best-global-brands-200 8/best-global-brands-2011.aspx) I got to become familiar with some of the top brands around the world. When looking them over, I was able to make many connections that have been taught throughout class, specifically surrounding Hofstede's Dimensions.
          When a company is successful, that means the consumers have value in what it provides, either a service or product. According to De Mooji, Values are defined as "broad tendencies to prefer a certain state of affairs over others". What Interbrand does is show us, as well as helps consult other companies, the value of the world's top companies. If I were to have first looked at these companies a few months ago, I wouldn't have really thought much about how or why they have been so successfully globally, but now after learning about the many elements in value, I can make those connections. To more fully understand some observations, let's take a few companies for example.
          The first and most successful company I would like to talk about is Coca-Cola. Coca-Cola has been around and on top of the charts for so long because of it's ability to adapt globally to cultural dimensions. Being an American company, you would think that it would only incorporate those principles in their advertising and business strategies. However, what has made them so successful is that they cover many different cultural ranges simply by adapting to the dimensions of that country or group of people. For example, Coca-Cola has recently partnered up with the Olympics in a recent promotion that can reach the more masculine cultures who have value in strength, competition and the likes. To reach a feminine culture, coke gears its advertising strategies towards"Open Happiness" campaign. This campaign focuses on happiness, helping reward consumers, and overall caring; all feminine values. Coke does such a great job at adapting worldwide there is no wonder why it is so successful.
          Another company I can look at comes in at #25 on Interbrand's list: Nike. Nike can adapt to many of its cultural markets simply because it has two ways it can be looked at. Nike has been around as the top sporting goods company for quite some time, delivering quality and top of the line products. People can trust these products and can do so simply due to its history of success. Those with high uncertainty avoidance will be able to connect with Nike because of its ability to stay true to the original basic idea of comfortable quality athletic gear. While they may hold off on trying the newer products, they can always trust the simple, more original styles. Those in low uncertainty avoidance cultures will gladly accept Nike and their new innovative products. They don't mind change and embrace it. The best part about Nike is that the company never truly has changed from its original, there's no dramatic change ever since its establishment. However, there is constant improvement so that both high and low UAI cultures can feel comfortable and accept it.
          As you can see, the Interbrand site does help me understand more with its descriptions and rankings of each of the most successful companies around the world. It is definitely useful to anyone looking to understand or develop what it takes to be a successful business. With the lessons I have learned thus far in the class, I certainly can use it to connect more. Each set of values can be easily understood thanks to its unique site.