If you ask two or more brand experts what, according to them, constitutes an iconic brand and how various products and companies in fact become iconic, each of them will probably give a different answer.
Interestingly, though, if you request that they put together a list of the most iconic brands in the world, their choices are likely to be very similar, if not the same.

There is no reasonable equation depicting how to turn into a famous brand. The procedure is long, agonizing and ceaseless, however unquestionably beneficial. A notorious status is to a high degree an assurance of the high mental accessibility of the brand, which, when joined with its physical accessibility, definitely prompts business achievement.

There are a number of criteria determining whether a brand is iconic or “merely” well-known, and we believe that the following four matter the most:

– an applicable suggestion (not really exceptionally novel) reverberating with wide, worldwide crowds

– undeniable marking dependent on solid brand resources, making a brand effectively conspicuous and unmistakable

– key and executional consistency – notable brands, in any event, when adjusting to new economic situations, stick to both their image procedure and their visual codes for a considerable length of time and don’t reposition or rebrand themselves pointlessly

– a worldwide reputation – notorious brands are effective in different markets and are frequently among the market chiefs in their separate classes.

This post is the first in the series of articles explaining the positioning of some of the world’s most iconic brands. More to follow:

Amazon – the most customer-centric company

Amazon sees itself as “a company of pioneers”, “inventing on behalf of customers”. It constantly tests unknown waters and enters new categories – from fashion and groceries to consumer electronics and streaming services. Amazon admits that it’s aware that not all its ventures will be successful but believes the effort is worth it for those that are. Jeff Bezos, the company’s CEO said: “Our passion for pioneering will drive us to explore narrow passages, and, unavoidably, many will turn out to be blind alleys. But – with a bit of good fortune – there will also be a few that open up into broad avenues.”

The Amazon brand represents an extreme version of the customer-centric approach. It’s based on three rational benefits: the widest selection of products, the lowest prices and the convenience of delivery. These benefits have been part of the brand’s DNA for years and the company’s senior management takes them very seriously. Since Amazon began entering new categories, it has been competing with companies whose brand and communication strategies are different from its own in that the emotional component plays a much bigger role. As a result, Amazon has moved towards a more emotive approach and made its communication warmer and more human.

Amazon is also well-known as an employer brand and has a strong employer value proposition (EVP). The EVP is based on the 14 famous leadership principles which are at the core of the company’s culture (e.g., “Bias for Action”, “Deliver Results” or “Have Backbone; Disagree and Commit”).

Apple – creating a better world through technology and design

Apple is literally a textbook example of a strong brand. They’re the first example Simon Sinek brings up in his Golden Circle framework, asking first why, then how and what.

Apple builds beautiful, innovative computers that are different than anything else you’ve experienced and markets them to resonate with their consumers.

Apple’s message highlights the same qualities in their consumers that they do in their products: if you are an Apple person, you are also innovative, imaginative and creative.

Like Tesla, Apple leaves price out of their branding and instead focuses on the value their products offer and the connection formed with their consumers.

Google – organizing the world’s information

With its different arrangement of items (search, Maps, Chrome and so on.), Google assists individuals with becoming familiar with their general surroundings and empowers them to discover any data they need. Despite the fact that the brand is neither a maker nor a distributer of these snippets of data, in light of its capacity to comprehend the searcher’s aims and recognize dependable and untrustworthy wellsprings of information, Google in a way has become a confided in wellspring of data itself and as such is by many related with intelligence and information. Google considers its to be as having a beneficial outcome on individuals’ lives by sorting out the world’s data and making it effectively available.

Not every person recollects today that in the past Google was hesitant to advance its image and infrequently promoted. This changed a couple of years prior, when the organization understood that individuals wouldn’t get some answers concerning their items without successful advertising correspondence.


Nike started their product with a focus on performance and innovation. They invented the waffle shoe and built their brand targeting serious athletes. Their product offerings have now moved beyond shoes, and they offer athletic attire that enhances performance.

Their branding and messaging focuses on empowerment, from their tagline “Just Do It” to their namesake, the Greek Goddess of Victory. Their models and athletes aren’t smiling and happy, they’re doing physical activities with their game faces on.

Nike’s brand is focused on the concept of innovation for serious athletes to help you perform at your best every single time.

Jack Daniel’s

Although Jack Daniel’s fulfils legal requirements to be qualified as American bourbon, it is marketed by Brown-Forman (owner of the brand) as a Tennessee whiskey. It has been produced at the Jack Daniel Distillery in Lynchburg, Tennessee since 1864 and it prides itself on the fact that its production process has never been modified.

Jack Daniel’s brand strategy revolves around two key values: authenticity and independence. Its brand equity is built primarily on its heritage, with a particular emphasis on the stories about Lynchburg, Jack Daniel himself, his friends and employees.

What distinguishes Jack Daniel’s communication strategy from the approach taken by other whiskies is its warm, witty and unpretentious tone of voice. This is particularly apparent when comparing Jack Daniel’s to its biggest competitor, Johnnie Walker. Both are masculine brands highlighting their heritage. However, Johnnie Walker conveys a more sophisticated, luxurious and international character in its brand, while Jack Daniel’s doesn’t take itself too seriously and builds a more down-to-earth and humbler personality, which prides itself on its Lynchburg origin.