BRAND MARKETING RESEARCH: Apple, Google World’s Top Brands

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you're trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKET

According to a study from Advertiser Perceptions, 78 percent of marketers said that a recent digital or mobile campaign included ads that ran on more than 50 sites.

According to Interbrand's new2017 Best Global Brands Report, Apple, Google, and Microsoft are the top brands in the world.

According to a study by 9Honey and Dentsu Aegis Network’s Amplifi, single women gave brands a score of 6/10 when it comes to understanding their needs.

A new report from the CMO Council and Dow Jones reveals that 78 percent of marketers say that the brand safety scandal has hurt their brand’s reputation, and 50 percent that it has impacted brand affinity.

A study by CBD Marketing of more than 12.5 million social media posts and online commentary by millennials over 2016 revealed that millennials prefer healthy and natural foods, to cook and prepare meals, and are in favor of alternative food distribution vehicles like meal delivery and meal services.

Adidas and Jordan brand are the most popular sneakers in the U.S., according to market research firm NPD Group.

According to research from the Content Marketing Institute (CMI) and MarketingProfs, 80 percent of B2B content marketers agree their organization is focused on building audiences for their brand.

According to YouGov BrandIndex’s July release of favorite brands, Facebook and Netflix top the list of favorite brands for the past 12 months, with Facebook receiving a score of 83.5 percent and Netflix receiving 75.8 percent.

LATAM MARKET:

According to a new study from market research firm Euromonitor, mass beauty brands grew by 4.4 percent in 2016 in Brazil whereas luxury products rose 9.1 percent.

McCann Worldgroup was named Network of the Year at the 2ndedition of the Latin American Effie Awards during an awards ceremony at the Cartagena Inspira Festival in Colombia. The agency was the most-awarded network at the Latin American Effie Awards, after winning 21 metals.

J Walter Thompson's 'Brand America' report revealed that more than 40% of Mexicans have negative attitudes toward the United States.

Oath, the umbrella brand for all of AOL and Yahoo’s media and tech properties, is launching its first South American ad campaign, “#BuildYourBrand,” in Brazil, (as well as the United States, Canada, UK, Germany, France, Taiwan, Singapore & Hong Kong). The campaign includes broadcast, digital, print, social and out-of-home components


Gretchen Gardner @gardnergretchen

Gretchen is a communications specialist and owner of GMG Strategic Communications. She currently lives in Buenos Aires, Argentina, where she works with Argentine and international ventures on shaping their content, branding and marketing strategies to position them for success in global markets. She is also a lover of all things information and has worked consistently in journalism since college, most recently as a writer at Portada and as the deputy editor of The Bubble, the first informal, English-language news portal in Buenos Aires. She hails from Washington, D.C. and has a bachelor's degree in history and Hispanic studies from Hamilton College as well as a master's in international relations from the Argentine university Universidad Torcuato Di Tella.
Gretchen is a communications specialist and owner of GMG Strategic Communications. She currently lives in Buenos Aires, Argentina, where she works with Argentine and international ventures on shaping their content, branding and marketing strategies to position them for success in global markets. She is also a lover of all things information and has worked consistently in journalism since college, most recently as a writer at Portada and as the deputy editor of The Bubble, the first informal, English-language news portal in Buenos Aires. She hails from Washington, D.C. and has a bachelor's degree in history and Hispanic studies from Hamilton College as well as a master's in international relations from the Argentine university Universidad Torcuato Di Tella.

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