Actually, from a marketing perspective, New York City ranks thirteenth, behind such robust brands as Harley-Davidson, Oprah Winfrey, and Disney, according to Young & Rubicam.
But to secure its future in the ever more complex digital age the BBC needs to refocus around its most salient and robust brands.
Financial magazines Fortune, Money, and Wealth a cable-news network, CNN, and even The Economist (Economist.com) seem to be banking on this trend.Clearly, generic terms can become robust brands as people associate them with valuable products and services, because what builds a brand in the mind of a customer is not a good name but rather a good experience.
He's observed that as the industry has matured, the criteria by which brands select influencers has gotten "more robust". "Brands now look for a mixture of total reach, strong engagement and good growth, but more than that, you have to look at those growth and engagement numbers in relation to influencers of similar size.
Other times it looks robust, sparkling, brand new, almost too brightly white to look at head-on.
Excedrin may be a robust national brand, laying claim to 7percentt of the $3 billion American analgesics market, but it has long struggled to gain a foothold in the Southeast.
Equally, one suspects that AOL's Way, and indeed Demand Media's valuation, depend on a model which is only ever going to appeal to advertisers, and readers on a highly utilitarian basis, which will never create a particularly robust media brand.
As a fitness specialist on a prime-time network show, she knew she could use that expert status to create and market a robust wellness brand.
