 Millward Brown reveals six fundamentals for global brand success to Australian marketers

Google, Most Valuable Global Brand, says focusing on users above all else is key 


The world’s most valuable brands share six fundamental elements according to Millward Brown, a global leader in brand, media and communications research.

Speaking at the club:ad tech breakfast briefing in Sydney this morning, Daren Poole, Sydney MD of Millward Brown, said while a clear vision and a strong corporate culture are keys to both business and brand success, these factors alone do not create a successful global brand.

Extensive brand research undertaken by Millward Brown over more than three decades has identified six fundamental elements shared by most, if not all, of the world’s top brands. These fundamentals are: 

  • An efficient and scalable business model  
  • A great brand experience
  • A distinctive positioning
  • A sense of dynamism
  • A sense of authenticity
  • A bond with local consumers

According to Mr Poole, while all of the six fundamentals can be difficult to achieve, establishing a connection with local consumers is often the hardest.

“On average, bonding with local brands is 35 per cent higher than with international brands. Local brands can become part of the national and cultural fabric, take Vegemite for example. The global brands that succeed often do so by creating a stronger presence and identity than local brands and by setting the trends in a category.

“Google, the most valuable global brand, is a great example of a brand that actively invests in creating a connection with local consumers. For Google, engaging with local markets is a core component of its branding strategy,” Mr Poole said.

Co-presenting at the club:ad tech breakfast briefing today, Jason Chuck, Google’s Head of Marketing, Australia and New Zealand, said focusing on the user above all else is the key to the company’s success.

“Everything we do is about trying to improve the lives of our users through better information access - whether they’re at a café in Colorado, a desk in Delhi or strolling down George Street in Sydney.”

The 2009 BrandZ Top 100 Most Valuable Global Brands ranking, published by Millward Brown Optimor, named Google as the number one brand with a value of US$100 bn, making it the world’s first $100bn brand.


About Millward Brown 

Millward Brown is one of the world's leading research agencies with expertise in effective advertising, marketing communications, media and brand equity research (www.millwardbrown.com). The company employs more than 90 staff across Sydney and Melbourne, and has 77 offices in 50 countries. Through the use of an integrated suite of validated research solutions, both qualitative and quantitative, Millward Brown helps clients build strong brands and services. Millward Brown is part of Kantar, WPP's insight, information and consultancy group.

About club ad:tech

club ad:tech was launched to reward those who love ad:tech (www.ad-tech.com) events and are passionate about the digital media market in Australia. Membership is open to anyone who is truly interested in digital marketing and those who want to be kept thoroughly informed about what’s happening with local and international ad:tech content and activity. Membership for the club is free and includes a number of member privileges including free attendance to the breakfast briefings. See http://www.ad-techbrain.com.au/adtechbb/ for more details.