Move over Google. Apple has removed your Crown of LVM (most valuable brand). Apple officially has the search giant, after four consecutive years at the top of the BrandZ Top 100 most valuable global brands study.
Apple registered a whopping increase of 84% in value over the past year. (Can you say iPad?) Millward Brown Optimor, a WPP company that calculates the value of the mark, Apple reports increased in value 859 percent since 2006 and is now at 153.3 billion.
"The importance of the brand to succeed in global business becoming more increasingly important," said David Roth at WPP. "Last year, the world economy moved recovery for real growth, the combined value of all the brands in the Top 100 ranking increased by 64% since 2006 and is now $ 2.4 trillion." Strong brands, while it is not immune to the vicissitudes of the market, are more protected, prepared, resourceful and resilient. ?
Giant tech rule
Technology marks represent one third of the Top 100 brands. While Apple leads the ranking, Google came into second position with a value of $ 111.5 billion mark and IBM ranked third 100.9 billion.
Facebook debuted in the Top 100 ranking this year to number 35 with the increase of highest value of the mark, 246 p. This in fact brand Facebook 19.1 billion. Retailer online edged Amazon.com also past Wal-Mart to become the mark number a total of 14 with a 37% increase in value of the $ 37.6 billion mark and retail.
"Google has been flat over the last decade". Apple has been on a near-vertical Trek for those same years. This kind of surprises me that it took this long for the value of the mark to catch up. It was probably only after Apple adopted Microsoft financially that they would pass Google in terms of brand capital, said Rob Enderle, principal analyst at the Enderle Group level.
While Apple is leading its segment of the market in the world in terms of mindshare, Google does not have a true position produced and focus of the company on the open tends to work against the value of the brand and fairnessEnderle said. In addition, Google brand has taken a number of hits of the privacy.
"Apple aggressively messages its brand and invests in it.". Google is not. The irony is that Google is the largest part of its money from advertising, but does not seem to know how to do publicity, "said Enderle. "Apple is the best marketing company in and outside the tech over the last decade, one would think that would be tantamount to a mark of many stronger and well of course it does."
High technology beyond
Beyond technology, Coca-Cola, GE and McDonald distinguished as marks that have survived for more than 50 years. Fast food has led to the growth of the sector at 22%, followed by luxury (19%) and technology (18%). The oil and gas sector has experienced the lowest rate of growth (one percent).
And despite withdrawals, Toyota has recovered its position most valuable brand car, the demonstration of the power of strong brands to retrieve fundamental challenges to the reputation and effectiveness of the product. Mark of Toyota, which has been classified by consumers as "high value", has increased by 11% to $ 24.1 billion.
"Our brand assessments are a powerful measure of the ability of the Organization to create a real and lasting value for shareholders.", said Eileen Campbell, CEO of Millward Brown. "By maintaining its brand and constantly innovate, Apple is able to command a premium price and weather economic turbulence, providing a successful global business that other brands can learn from.".
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