With household brands like Coca-Cola, Apple, IBM, Google and more, it’s always nice to see the direct selling industry represented on such a prestigious list. Avon—a company honored as No. 1 on the DSN Global 100 for the last couple of years—was recognized as No. 71 on Interbrand’s Top 100 list of Best Global Brands 2012.
Interbrand honored Avon by saying, “Avon is celebrating its 125th anniversary with the ‘Avon Believe World Tour,’ meant to inspire and generate pride around the Avon brand and to celebrate women’s contributions to the company and the world. With new CEO Sherilyn McCoy in place, Avon’s focus is on reigniting the direct-selling momentum and improving operations, while staying true to its long history of empowering women. Avon has managed to keep the direct sales model alive and relevant in today’s increasingly digital world. … Avon’s commitment to women is reflected by its involvement in various charities and its corporate mission to ‘do well by doing good.’”
Interbrand’s methodology looks at the ongoing investment and management of the brand as a business asset. They take into account all the many ways in which a brand touches and benefits its organization—from attracting and retaining talent to delivering on customer expectations. The final value can then be used to guide brand management, so businesses can make better, more informed decisions. There are three key aspects that contribute to the Interbrand assessment: 1) The financial performance of the branded products or services; 2) The role of brand in the purchase decision process; and 3) The strength of the brand.
To view the entire report on the Interbrand website, click here.