International Brand Desire 100 & UK Brand Desire 100 - Report 2010

LONDON, January 27, 2011 - A recent survey of 17,000 consumers has revealed the public's most
desired brands. The survey was conducted across the UK, USA, Germany, China
and Singapore. Many well known technology companies such as Apple and Google
dominate the top spots, however, car manufacturers such as BMW and luxury
fashion brands such as Cartier and Gucci are also prevalent. Perhaps more
surprising are the high placements for less luxurious brands such as IKEA and
WWF.

Why care about Brand Desire?

Desire is critical for long-term brand growth. It means that people are
likely to buy a brand more often and to be willing to pay more for it; to try
something new from it; to forgive it if it disappoints and even recommend it
to a friend.

Strong desire creates strong demand. And strong demand creates growth.

We have benchmarked the performance of the Brand Desire International top
100 against the STANDARD & POOR'S 500, all 100 brands deliver a higher return
on investment, as well as a higher growth in share value.

Results are to be found below.

Research conducted November 2010

    International Top 15

    Apple
    Google
    BMW
    Disney
    WWF
    Sony
    Mercedes
    Rolex
    Nintendo
    Microsoft
    Amazon
    Audi
    Gucci
    Cartier
    IKEA

    UK top 15

    iPhone
    Rolls Royce
    iPod
    Cadburys
    Ray-Ban
    Emirates
    Sony
    Red Cross
    Fairtrade
    Aston Martin
    Nintendo
    Prada
    iTunes
    Disney
    Google

Full League tables available for UK, USA, Germany, Singapore and China
(top 100 in each country).

Insights

Consumers in the UK most desire brands that are Fun, Sophisticated,
Ambitious, Focused on Image, Imaginative and sexy.

Consumers in Germany most desire brands that are Reliable, Hardworking,
Organised, Co-operative, Ambitious, Confident and outspoken.

Further insights on all markets surveyed available ( UK, USA, Germany,
Singapore and China ).

Questions asked.

    A brand I'm interested to hear more about
    A brand I would love to use in the future
    A brand I like to talk about
    A brand I think of as great.
    I wouldn't consider any alternative to this brand
    A brand I respect
    A brand I'm proud to be seen with
    A brand I feel attracted to
    A brand that matters to me

    Who are Clear.
    Brand and Marketing agency.
    Formed 2002
    Part of M&C Saatchi group.
    100+ people.
    Offices on every continent.

    www.brand-desire.com
    www.clear-ideas.com

    Contact: Gethin Tasker
             Tel +44(0)20-8439-8280
             Mobile +44(0)7967-731-536

Gethin Tasker, Tel +44(0)20-8439-8280, Mobile +44(0)7967-731-536