May 9, 2011
Apple Scores the Ultimate Branding Triumph: #1
The news that Apple has overtaken Google to be the world's most valuable brand is sending shockwaves of joy and surprise through the Internet.
The Cupertino company's brand name is now the Big Kahuna with the estimated brand value of $153bn, according to the BrandZ Top 100 ranking.
The ranking covered everything from "cars to clothing" and the success of the iPhone and iPad seem to have given Apple the leverage it needed to surpass Google.
Since 2006, Apple has increased its brand value by a gargantuan $137bn or 859%.
Eric Jackson at Forbes, calls this the "most useless stat of the day," noting other interesting tidbits in the BrandZ report - like the fact that Facebook saw its brand value increase 256% year-over-year to become the 25th most valuable brand in the world at $19.1bn - are "completely meaningless."
He argues that brand rankings are just "mumbo jumbo." He asks, rhetorically, "Did Apple become a great company because they sat around in the late 90s when Steve Jobs came back and said 'we've really got to get our brand back in shape?"
It could easily be argued that there is simply no company on earth, Coke and Google included, who is more brand conscious than Apple.
This is a company that really uses social media to its advantage to spread the word about its brand, is very secretive and strategic abut its product launches and brand naming, and whose brands have become icons due to savvy marketing and beautiful and simple to use designs.
The BrandZ survey combines the company's own market cap and brand valuation with the perceptions of over 2 million consumers over a 12 year period.
The perception of Apple as both an utterly high-tech company as well as a luxury brand is one that has been carefully built by Apple over a decade, helping position the brand as the "must have" for both computer aficionados and fashionistas alike.
I have spilled much ink over many pages enthralled by Apple's ability to keep its brand both relevant and exciting.
It is impossible to argue that this achievement is not the result of years and years of careful planning and great expense that Apple has incurred to become not only the best known tech brand in the world, but the best known brand period.
Well done, Apple.
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