05 2014 EK: Sustaining the family business á Which way Ukraine? á Trade fraud doesn’t aid Africa á ‘planes, no boats, and trains á Global Compact – still pretty loose á 05 2014 Brand Finance is a consultancy that quantifies the value of brands. Editor For the third year running it has named Emirates as the world’s most Simon Keeble valuable airline brand worth US$5.5 billion.
[email protected] The airline says it aspires to “become a top global lifestyle brand”. Assistant Editor Perhaps it should take note of a new survey of aspirational consumers who represent 38 percent of the world’s shoppers. This group wants Louise Robertson to support companies that deliver exceptional products and services,
[email protected] inspire personal relationships, support community initiatives and protect the environment. Correspondents “Aspirationals are looking for companies they can believe in, and they Keri Stephens-Forsythe want brands to stand for something bigger than a product or service,”
[email protected] says Raphael Bemporad, co-founder and chief strategy officer at brand Karen Thuermer innovation consultancy BBMG.
[email protected] Coca-Cola, Microsoft, Samsung, Tata, Unilever and Nestlé top the list of Neil Madden the world’s most responsible companies according to the Aspirationals
[email protected] who are defined by their apparent love of shopping (93 percent), desire for responsible consumption (95 percent) and their trust in brands to act SALES in the best interest of society (50 percent). Other favoured brands include BMW, Carrefour, Ford, Google, Honda, Executive vice-president Hyundai, IKEA, McDonald’s, Natura, PepsiCo, Petrobras, Target and Tesco.