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The Key
There were no predefined brands
to be voted on
[Brand's unaided awareness speaks
about the experience one has with...
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2013 Coolest & Gaps Branding Survey Results | Infographic

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Results of the Coolest & Gaps Branding Survey 2013, including the evolution 2008-13

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2013 Coolest & Gaps Branding Survey Results | Infographic

  1. 1. The Key There were no predefined brands to be voted on [Brand's unaided awareness speaks about the experience one has with a determined brand] Coolest & Gaps B r a n d i n g s u r v e y 2 0 1 3 A v a n t P r e m i è r e Coolest Which is the coolest brand experience? And why? [Products and/or services can be cool by virtue of seeing a necessity or prevalence in the life of a person; it is able to anticipate that and surprise, and continue to surprise, as do, for some people, Google or Amazon] Gaps What and how is the difference between cool experiences and those that promote the brand of the company where your daily work is carried out? 1,300 participants 50 countries 55% More than 36 years old A good percentage considering that it was an online survey 40% Level ‘C’ Specifically good to understand the gaps 85% Work in areas related to branding Branding, communication, marketing, PR… Limbic System I’ll just tell you what’s my coolest brand [It appears to be primarily responsible for our emotional life] [It has the right of precedence over the neo-cortex] Neo-cortex I’ll tell you why it’s cool and the gaps with the company I’m working [It is involved in higher functions such as sensory perception, spatial reasoning, conscious thought…] 2 0 1 3 ® - A l l e g r o 2 3 4 w w w . a l l e g r o 2 3 4 . n e t Previous Definitions L a s C a ñ a s , 1 3 – E s t u d i o 6 2 8 0 4 3 M a d r i d – S p a i n + 3 4 9 1 4 1 1 4 0 3 0 The Coolest Brands 2013 | Five clusters, 28 brands The Gaps Some information about the survey The evolution 2008-2013 Meaning is the king The rational aspects that make the decision, decryption and way to live the aforementioned experience showed that a cool experiences are not a "10" anymore, nor do they deserve it Samsung Adidas Amazon Loewe Mini Patagonia Sony Custo Desigual Levi’s Muji Pantone Pepsi Ray-Ban Twitter Uniqlo Vueling Zappos 3 4 5 Red Bull IKEA Virgin Zara Disney 2Apple Nike Coca-Cola Google BMW 1 Brand 8,5 Usefulness 7,8 Communication 7,7 Taylor-made 7,5 Interactivity 7,2 Availability 7,1 Place 6,9 Related services 6,7 Social responsibility 5,5 Eco-friendliness 5,3 American Samoa Argentina Australia Austria Bangladesh Bolivia Brazil Canada Chile China Christmas Island Colombia Costa Rica Denmark Ecuador El Salvador Estonia France Germany Greece India Indonesia Iran Italy Kenya Mexico Myanmar Netherlands Nigeria Norway Paraguay Portugal Qatar Singapore Slovenia South Africa Spain Sweden Switzerland United Arab Emirates UK USA Given the nature of this online survey, we would like to thank all those who gave the platform and/or announced the survey, helping to its realization And of course, thanks to all those who have participated and to the Allegro 234 team. Without them, today we might not be presenting these results Apple was the brand most often mentioned in each and every one of the countries from which the responses were obtained The better the score for the coolest brands, the greater the difference with the company of each participant Living the brand Score: 4.4 out of 10 Not more comments required… Breaking news, Apple rules! The clear evolution towards dialogue Dialogue, self-expression & whim reign… Communications, CSR & eco-friendliness look as bluffs Apple Coca-Cola Disney Ferrari Virgin Nike Starbucks Google Nespresso Facebook Nike Coca-Cola Google BMW Apple 2008 2013