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 Brown’s latest BrandZ study takes a good look at trends in marketing and branding.
The report reveals 2012 brand rankings, and Apple has taken the number one spot for the second year in row. Apple has scored a brand value of nearly $183 billion as compared to last year’s $153 billion figure that saw Apple move into the top position for the first time ever. The brand saw a 19% growth, which was the strongest among the top ten brands.
David Roth for WPP said “Brands help businesses create competitive differentiation, command a price premium and become more resilient to crises or economic turbulence. This year, those businesses that leveraged technology, focused on the customer experience or boosted control of their brands thrived.”
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.”
IBM passed Google to take the second spot in the rankings with a brand value of nearly $116 billion. Facebook saw the largest percentage gain among the top brand. Its brand value jumped 74% to $33 billion, a leap of sixteen places to number 19.