Value, Salience and Critique


The value of Apple is 185 billion dollars, this makes them the most valuable brand of the world. Google comes second with the brand value of 113.7 billion dollars. According to the site The Body Shop is  worth: 1,063 billion dollars. Therefore they rank 35 on the list of most valuable cosmetic brands.

Booze and Company have a new way to measure a brands value..trough Facebook. They compare the ‘likes’ of brands and their competitors as you can see in the video:


Salience means when a brand is top of mind. So if you been asked to think about a cosmetic brand and the first brand you can think of is The Body Shop means that The Body Shop is salience. Although I don’t think that this will happen a lot because there are more salience cosmetic brands then The Body Shop like L’Oreal or Olay.

The worlds top ten cosmetic brands

  1. Olay
  2. L’Oreal
  3. Neutrogena
  4. Nivea
  5. Lancome
  6.  Avon
  7. Dove
  8. Estee Lauder
  9. Biore
  10. Dior


The brand elements I discussed in my last couple of post, such as logo or packaging, can be judged by six key criteria which are:

Memorability: Can be easy recalled or recognized

Meaningfulness: Descriptive and persuasive

Likability: Fun, interesting, rich visual

Transferability: within and across product category and across cultures.

Adaptability: Flexible and updatable

Protectable: Legally and competitively  


In this table I gave mine opinion about the criteria with The Body Shop:



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