There’s no doubt that the Apple brand has come a long way. It is now a globally recognized brand just like Microsoft, Coca Cola, etc. Today, Millward’s Brown’s latest BrandZ study takes a good look at trends in marketing and branding.
via allthingsd.com
At $183 billion, Apple is the world’s most valuable brand, a title it claimed last year as well, though at that time the brand was worth $153.3 billion. In the ensuing year, it has grown another 19 percent. IBM ranked second with $116 billion in value. Google, which ranked second last year, this year swapped places with IBM, after its brand value slipped 3 percent year over year. With a $76.7 billion brand, Microsoft claimed fifth place, ranking below McDonalds — the only non-tech company in the top five.
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The 2012 BrandZ Top 100 Most Valuable Global Brands ranking demonstrates the power of strong brands as both a driver of new business growth and a critical support in hard times. Between 2006 and 2012, the total value of the BrandZ Top 100 rose 66% and is now worth $2.4 trillion.
“Brands are an insurance policy for businesses, .. Despite a prolonged period of economic stress, political uncertainty and natural disasters that buffeted brands across many categories, the value of the world’s leading brands keeps rising across many categories, sustaining and nurturing businesses.” said Eileen Campbell, Global CEO of brand research company Millward Brown.
Apple continues to innovate and maintain its ‘luxury’ brand status, but faces future competition from Samsung. Now worth more than $14.1 billion, thanks in part to the success of its Galaxy handsets, Samsung is successfully outpacing Apple in a significant number of markets by positioning as a cool, well-priced alternative to the ubiquitous iPhone.”