Rolex not among the most recognizable brands in the world?

[GOB]

I could have sworn I had read that somewhere, but in researching this subject, I found this link and Rolex is not in the top 100: http://www.interbrand.com/en/best-gl...rand-View.aspx

[drifter01]

You have to figure that most of the world has never seen a Rolex, and many have never worn a watch. Rolex isn't a big advertiser in lower end publications or on TV during most programming. It is a niche market targeted at middle to upper income people who desire and appreciate the best. To most of the watch-wearing world a Timex is a hreat watch and they aren't interested in much more than that.

Dave

[MonBK]

Just goes to show how wrong that website is.

[Rolexitis]

I find that unusual. I've thought of Rolex as a household name such as Clorox or Johnson and Johnson. Even many children know that a Rolex is a nice watch. Oh well, I still love mine!

[mattcantwin]

Any watches on the list?

[bradiowausa]

Originally Posted by drifter01

You have to figure that most of the world has never seen a Rolex, and many have never worn a watch. Rolex isn't a big advertiser in lower end publications or on TV during most programming. It is a niche market targeted at middle to upper income people who desire and appreciate the best. To most of the watch-wearing world a Timex is a hreat watch and they aren't interested in much more than that.

Dave

Louis Vuitton is #17, I would say the same about Louis Vuitton. Surprising the Rolex isn't included.

[Brandon(phila)]

Is that publicly traded companies only?

There is no way that "SAP" is more known than "Rolex"

There are a couple I never heard of

[zeroshiki]

Originally Posted by Brandon(phila)

Is that publicly traded companies only?

There is no way that "SAP" is more known than "Rolex"

There are a couple I never heard of

I think this explains it.

[nick c]

I see Cartier

[Le Chef]

You have to read the survey. It's not about brand awareness, but about brand value. You look at a number of factors to derive brand value - awareness, perception of the brand, the premium you pay for it, etc. On that basis Interbrand (industry acknowledged and highly respected) have got their league table right. you just need to look beyond the obvious knee-jerk reaction to see how they are carrying out that valuation process.

[AK797]

Rolex far better known than Hermes.

[Ramon]

Originally Posted by Le Chef

You have to read the survey. It's not about brand awareness, but about brand value. You look at a number of factors to derive brand value - awareness, perception of the brand, the premium you pay for it, etc. On that basis Interbrand (industry acknowledged and highly respected) have got their league table right. you just need to look beyond the obvious knee-jerk reaction to see how they are carrying out that valuation process.

So Rolex lacks brand value?

Dude even Pampers is in the list c'mon...

[Beef]

A really neat list, I have to say. When I read the whole list, I totally understand why Rolex isn't there. It's a cross section of ALL brands, meaning ALL products produced in the world. There are many countries that probably don't have even a single Rolex AD. The Cartier and Tiffany are probably there only as famous jewelry retailers. Louis Vuitton is probably there for luggage. Now if it were a watch list....I'd be shocked. That being said, as stated above, Timex and Casio would be right up there with Rolex.

[samsam]

Originally Posted by AK797

Rolex far better known than Hermes.

I agree, and SAP.. What the heck, who knows SAP and not Rolex? There are a couple of other brand I've never heard of.

I don't get it.

[bradiowausa]

Originally Posted by Le Chef

You have to read the survey. It's not about brand awareness, but about brand value. You look at a number of factors to derive brand value - awareness, perception of the brand, the premium you pay for it, etc. On that basis Interbrand (industry acknowledged and highly respected) have got their league table right. you just need to look beyond the obvious knee-jerk reaction to see how they are carrying out that valuation process.

If that's the metric, shouldn't Rolex be at the top? Compare the price of a stainless steel sub date to an Omega Seamaster. Would anybody argue that the sub is that much better of a watch to justify the significantly higher price, just on technical specifications alone?

I think that means brand value.

[cornerstore]

Not included for a good reason ,one needs to always read the fine print . Rolex is a charitable trust ,that is why I feel good about owning them, some of the profits go to good causes.

Upon the death of his wife in 1944, Wilsdorf established the Hans Wilsdorf Foundation in which he left all of his Rolex shares, making sure that some of the company's income would go to charity. The company is still owned by a private trust and shares are not traded on any stock exchange.[

Bloomberg Businessweek magazine ranked Rolex No.71 on its 2007 list of the 100 most valuable global brands.[

Criteria for Inclusion to Interbrand

Since Best Global Brands launched in 2000, this annual look at the world’s most valuable brands has been one of Interbrand’s most important commitments to the promotion of brands as key value creators for business and society. In 2010, our brand valuation methodology was the first to be certified as compliant with the requirements of the ISO 10668 international standard for monetary requirements for brand valuation.

There are several criteria for inclusion in Interbrand’s annual Best Global Brands report. The brand must be truly global and needs to have successfully transcended geographic and cultural boundaries. It must have expanded across the established economic centers of the world, and be establishing a presence in the major markets of the future. In measurable terms, this requires that:
◦At least 30 percent of revenues must come from outside the brand’s home region
◦It must have a presence in at least three major continents, as well as broad geographic coverage in emerging markets
◦There must be sufficient publicly available data on the brand’s financial performance
◦Economic profit must be expected to be positive over the longer term, delivering a return above the brand’s operating and financing costs
◦ The brand must have a public profile and awareness above and beyond its own marketplace.

These requirements—that a brand be global, visible, and relatively transparent in financial results—lead to the exclusion of some well-known brands that might otherwise be expected to appear in the ranking. The Mars and BBC brands, for example, are privately held and do not have publicly available financial data. Walmart, although it does business in international markets, often does so under a variety of brands and, therefore, does not meet Interbrand’s global requirements.

For similar reasons, brands in several sectors have been excluded. Telecommunications, for example, tends to be strongly oriented to national markets and faces awareness challenges outside of home markets. The airline industry is highly capital intensive and, typically, operates on narrow margins. This means that airline brands struggle to achieve positive economic profits over the long term. Major pharmaceutical companies, while valuable businesses, are also omitted. This is because consumers tend to build a relationship with the product brands rather than with the corporate brand owner, and there is insufficient publicly disclosed financial data on pharmaceutical product brands to meet Interbrand’s criteria.

[T. Ferguson]

Yep, they simply don't qualify under the criteria to even be considered for the list.

[michel33]

You're a smart guy.
That explains everything, as Rolex is a Foundation.

[powerfunk]

So AXA and Santander are not, in fact, more recognizable brands than Rolex? Phew!

[Le Chef]

Originally Posted by Ramon

So Rolex lacks brand value?

Dude even Pampers is in the list c'mon...

Pampers is a HUGE brand compared to Rolex. Worth significantly more than Rolex. Not even close to being in the same league.

[LuckyLex]

Originally Posted by SamSam

I agree, and SAP.. What the heck, who knows SAP and not Rolex? There are a couple of other brand I've never heard of.

I don't get it.

SAP is a big software company. They are very well known in the IT industry.

[Le Chef]

Originally Posted by bradiowausa

If that's the metric, shouldn't Rolex be at the top? Compare the price of a stainless steel sub date to an Omega Seamaster. Would anybody argue that the sub is that much better of a watch to justify the significantly higher price, just on technical specifications alone?

I think that means brand value.

Is what the brand is worth. If I want to buy Rolex what would it be valued at vs. Pampers.

[powerfunk]

Originally Posted by Le Chef

Pampers is a HUGE brand compared to Rolex. Worth significantly more than Rolex. Not even close to being in the same league.

Why do you say that? Pampers and Rolex probably have very comparable annual sales. (Pampers $10 billion, Rolex probably a little less but who knows) And Rolex gets a higher price-multiplier from its name than Pampers does IMHO.

[threemonkeys]

That's ok with me. Everyone already knows I'm a big shot with lots o' dough. So I'm good with my non-recognizable Rolex.

Just sayin'

[Tools]

Interbrand is a Company that manages "Brand Names" - for a price. If you pay them for a "Consultation", you can make their list...

Such lists by partisan interests are meaningless..

[NEW]

Also a $5,000.00 + watch is not as common as we think.

[Le Chef]

Originally Posted by Tools

Interbrand is a Company that manages "Brand Names" - for a price. If you pay them for a "Consultation", you can make their list...

Such lists by partisan interests are meaningless..

Denier. Check the facts behind the survey: it's entirely legit and respected by F100 companies. And I work for a rival so have plenty of axes to grind...

[Le Chef]

Originally Posted by powerfunk

Why do you say that? Pampers and Rolex probably have very comparable annual sales. (Pampers $10 billion, Rolex probably a little less but who knows) And Rolex gets a higher price-multiplier from its name than Pampers does IMHO.

...everyday over Rolex as an investment. Look at market penetration and it will win everytime. 70% of the world's families have heard of Pampers. Not sure that Rolex would come close. And let's not talk about purchase levels.

[Ardalan]

even kids know what Rolex is.

[AK797]

Originally Posted by Le Chef

Pampers is a HUGE brand compared to Rolex. Worth significantly more than Rolex. Not even close to being in the same league.

You've convinced me, next time I go out Im dumping my sub and strapping on a diaper, good times!