While many companies and products have established brand equity, a few of the most recognized are Tylenol, Kirkland Signature by Costco, Coca-Cola, Starbucks and Porsche. All of these companies enforce quality control to ensure the best possible service or product is delivered to the client or consumer. For example, Tylenol ranks above average in the pain relief category, according to the Mayo Clinic. EquiTrend studies show that consumers trust Tylenol over generic brands. As a subsidiary of Johnson & Johnson, Tylenol has been able to grow its market with the creations of Tylenol Extra Strength, Children's Tylenol, Tylenol Cold & Flu, and Tylenol Sinus Congestion & Pain. Since 2010, Tylenol has been rated number 2 among the world's most respected companies.
Since 2009, the Kirkland Signature brand by Costco has maintained positive growth due to its private brand appeal and high quality products. The Kirkland Signature brand makes hundreds of items, including clothing, coffee, laundry detergent and food. One study shows that Costco sells more wine than any other brand in the country, despite state laws that restrict it from selling alcohol in certain areas. Adding to Kirkland's popularity, most of Costco's branded products cost less than other name brands, which in turn causes sales to skyrocket. Costco even provides members with exclusive access to cheaper gasoline at its private gas stations.
According to a Starbucks consumer case study, customers choose the Starbucks brand over others because of the company's quality product and customer involvement. Unwavering in its brand awareness and commitment to excellence, Starbucks was rated the fifth-most-desirable company in the world by Fortune Magazine in 2014. In addition to the company's renowned coffee, Starbucks is held in high regard for its pledge to social responsibility. With more than 21,000 stores around the globe, Starbucks remains the largest roaster and retailer of arabica coffee beans and specialty coffees.
With a brand value in the ballpark of $72 billion, Coca-Cola is often rated the best soda brand in the world. However, the brand itself represents more than just the products — it's symbolic of the experiences and positive associations that go along with the brand. Coca-Cola has been able to grow its brand by acquiring multiple other drinks, such as Honest Tea, Glaceau Smartwater, Fresca and Powerade Zero. Also recognized for its unique marketing campaigns, Coca-Cola has made a global impact with its consumer engagement.
Porsche, a brand with strong equity in the automobile sector, retains its image and reliability through the use of high-quality, unique materials. Viewed as a luxury brand, Porsche provides owners of its vehicles not only with a product, but an experience. In comparison to other vehicle brands in its class, Porsche ranks number three, above brands such as Mercedes and BMW, according to U.S. News & World Report. In 2014, Porsche delivered over 189,850 cars to customers worldwide.