Sunday, 19 September 2010

Apple is Fastest Growing Brand, Report Says

Nick Spence, Macworld-U.K.

Sep 19, 2010 7:50 pm

Apple's brand value is the fastest growing worldwide, according to Interbrand's 'Best Global Brands' 2010 brand ranking.

Apple's brand value gained 37 percent, beating Google with a 36 percent rise, followed by BlackBerry with a 32 percent rise, J.P. Morgan with 29 percent, Allianz with a 28 percent rise, and Visa with a 26 percent rise.(See also Negative Tech Ads: A Short History in Video.")

Despite the impressive growth, and a $21,143 million value, Apple finished in the number 17 slot overall, well behind Coca Cola in top spot, followed by IBM, Microsoft, Google, GE, McDonald's, Intel, Nokia, Disney, and HP. (See also "The Golden Age of IBM Advertising.")

"Apple had another great year," noted Interbrand. "It continues to control its messages very carefully, which creates enormous buzz and anticipation."

"Advertising campaigns and interactive websites remain distinct and consistent, keeping the role of brand exceptionally high. If the brand has one fault, it's the failure to provide perfectly functioning new products."

"This year, iPhone 4's reception glitches warranted a public apology from Steve Jobs -- and left the door wide open for public criticism. Apple could also improve its corporate citizenship profile, which remains neutral. While it partners with the PRODUCT (RED) Global Fund, this remains relatively unknown."

According to the company, Interbrand's method looks at the ongoing investment and management of the brand as a business asset. The final value can then be used to guide brand management, so businesses can make better, more informed decisions, insists the company.

"There are three key aspects that contribute to the assessment: the financial performance of the branded products or services, the role of brand in the purchase decision process and the strength of the brand," Interbrand adds.

Interbrand's Top Ten Brands in 2010 1. Coca-Cola ($70.4 million); 2. IBM ($64.7 million); 3. Microsoft ($60.8 million); 4. Google ($43.5 million); 5. GE ($42.8 million); 6. McDonald's ($33.5 million); 7. Intel ($32 million); 8. Nokia ($29.4 million); 9. Disney ($28.7 million); 10. Hewlett-Packard ($26.8 million).

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