Strategy; Brand Value Each year, Interbrand (a corporate strategy consultant) reports the 100 topbrands in the world. The leading brands are determined from a calculation based on an analysis todetermine what portion of the firm’s sales and earnings can be credited to the firm’s brand. For 2016,the top 10 brands were, in order:1. Apple2. Google3. Coca-Cola4. Microsoft5. Toyota6. IBM7. Samsung8. Amazon9. Mercedes-Benz10. General ElectricIn addition to brand, a key measure for a company is its innovation. The Boston Consulting Group, a globalconsulting firm, prepares an annual survey of senior executives to rank the most innovative companies. Thetop 10 in 2016 were:1. Apple2. Google3. Tesla4. Microsoft5. Amazon6. Netflix7. Samsung8. Toyota9. Facebook10. IBMRequired1. Which of the 20 firms listed would you classify as a cost leader, and which would you classify as adifferentiator?2. Explain briefly your choices in requirement 1 above.
Strategy; Brand Value Each year, Interbrand (a corporate strategy consultant) reports the 100 top
brands in the world. The leading brands are determined from a calculation based on an analysis to
determine what portion of the firm’s sales and earnings can be credited to the firm’s brand. For 2016,
the top 10 brands were, in order:
1. Apple
2. Google
3. Coca-Cola
4. Microsoft
5. Toyota
6. IBM
7. Samsung
8. Amazon
9. Mercedes-Benz
10. General Electric
In addition to brand, a key measure for a company is its innovation. The Boston Consulting Group, a global
consulting firm, prepares an annual survey of senior executives to rank the most innovative companies. The
top 10 in 2016 were:
1. Apple
2. Google
3. Tesla
4. Microsoft
5. Amazon
6. Netflix
7. Samsung
8. Toyota
9. Facebook
10. IBM
Required
1. Which of the 20 firms listed would you classify as a cost leader, and which would you classify as a
differentiator?
2. Explain briefly your choices in requirement 1 above.
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