Correlation of Brand Rankings
On October 10th 2013, Vinay, a college student, noticed a page in a business daily that had brand rankings 2013 of various global brands. He took the page and went to his classroom. During the lunch hour, Vinay discussed about the brand rankings with his friend Rahul. They recollected the days before joining the B-school, during which they referred to many B-school rankings to select and join for their MBA.
Vinay: Each ranking entity has its own ranking based on certain criteria weighed. Some focused on overall rankings, while others focused on rankings within certain categories.
Rahul: Yes. You are correct. Because of different methodologies used, brand ranking varies in each ranking list.
Vinay: Not only that. The rankings tend to change from year to year.