{"id":4765,"date":"2010-01-14T17:16:00","date_gmt":"2010-01-14T16:16:00","guid":{"rendered":"https:\/\/2025.allegro234.net\/apple-the-2009-coolest-brand-worldwide-coolest-gaps-branding-survey\/"},"modified":"2021-10-27T17:37:12","modified_gmt":"2021-10-27T15:37:12","slug":"apple-la-marca-mas-cool-del-mundo-en-2009-encuesta-sobre-las-brechas-de-marca-mas-cool","status":"publish","type":"post","link":"https:\/\/2025.allegro234.net\/es\/apple-the-2009-coolest-brand-worldwide-coolest-gaps-branding-survey\/","title":{"rendered":"Apple, la marca m\u00e1s cool del mundo en 2009 | Coolest &amp; Gaps Branding Survey"},"content":{"rendered":"<p>With the participation of more than 1,400 people during the months of December 2009, Allegro 234 conducted the &#8220;Coolest &amp; Gaps Branding Survey&#8221;.<\/p>\n<p>This survey is the first in which the question about the coolest brand has been opened without a predetermined list [spontaneous, not induced].<\/p>\n<p>Through various media and online blogs, the survey has achieved a high participation level<\/p>\n<ul>\n<li>1,444 participants [valid answers]; 10% more than in 2008<\/li>\n<li>Europe 45%, the Americas 45% and Asia 5% [47 countries]<\/li>\n<li>85% of participants working in areas related to branding, marketing, communications and PR<\/li>\n<\/ul>\n<h3>Coolest<\/h3>\n<p>The five coolest brands are:<\/p>\n<ol>\n<li>Apple [with more than double of mentions than the second one]<\/li>\n<li>Coca-Cola<\/li>\n<li>Nike<\/li>\n<li>Starbucks<\/li>\n<li>Virgin<\/li>\n<\/ol>\n<p>A group of brands that follows the top five, includes Amazon, Google, Corona, Lonely Planet and Marriot<\/p>\n<p>Brands like Vueling, Illy, Burton, REI and Patagonia continue being part of the coolest ones at continental and country levels<\/p>\n<p>Even as these are the coolest brands, participants also recognize that there are things to improve:<\/p>\n<ul>\n<li>Responsibility: Brands are perceived as not enough attentive to social responsibility and environmental issues<\/li>\n<li>Services: People is failing [not living the values that the brand promises]<\/li>\n<li>Price: Brand premium price<\/li>\n<\/ul>\n<p>Finally, two important issues:<\/p>\n<ul>\n<li>Communication is only part of the experience [Companies in the telecommunications sector and financial institutions have rarely been mentioned, less than 1%]<\/li>\n<li>Coolest brand Experiences are those which are giving real value<\/li>\n<\/ul>\n<h3>Gaps<\/h3>\n<p>On average, it is recognized that all companies, regardless of the sector they belong to, need to work on their brand experience<\/p>\n<ul>\n<li>Those working in areas related to branding are more pessimistic than the non-related people<\/li>\n<li>People fail to decode the message [marketing speaks a language that only they understand]<\/li>\n<li>The aspirational is difficult to achieve and produces frustration [is sensed a lack of authenticity and realism]<\/li>\n<\/ul>\n<p>Finally, in regard to the internal branding experience, 57% (80% more than in 2008) of participants believed that it is inappropriate and\/or partially adequate in their business<\/p>\n<p>You can read\/download the full document here<\/p>\n<iframe src=\"https:\/\/www.slideshare.net\/slideshow\/embed_code\/49555043\" width=\"1080\" height=\"852\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe><br\/>\n","protected":false},"excerpt":{"rendered":"<p>With the participation of more than 1,400 people during the months of December 2009, Allegro 234 conducted the &#8220;Coolest &amp; Gaps Branding Survey&#8221;. This survey is the first in which the question about the coolest brand has been opened without a predetermined list [spontaneous, not induced]. Through various media and online blogs, the survey has [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":5557,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[546],"tags":[34,126],"class_list":["post-4765","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-branding","tag-coolest-gaps"],"_links":{"self":[{"href":"https:\/\/2025.allegro234.net\/es\/wp-json\/wp\/v2\/posts\/4765","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/2025.allegro234.net\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/2025.allegro234.net\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/2025.allegro234.net\/es\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/2025.allegro234.net\/es\/wp-json\/wp\/v2\/comments?post=4765"}],"version-history":[{"count":0,"href":"https:\/\/2025.allegro234.net\/es\/wp-json\/wp\/v2\/posts\/4765\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/2025.allegro234.net\/es\/wp-json\/wp\/v2\/media\/5557"}],"wp:attachment":[{"href":"https:\/\/2025.allegro234.net\/es\/wp-json\/wp\/v2\/media?parent=4765"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/2025.allegro234.net\/es\/wp-json\/wp\/v2\/categories?post=4765"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/2025.allegro234.net\/es\/wp-json\/wp\/v2\/tags?post=4765"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}