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Apple named most valuable 'billion dollar brand' in US

post #1 of 39
Thread Starter 
According to a report released on Tuesday, Apple is the most valuable billion-dollar U.S. brand name, topping a list of 500 firms including branding heavyweights like Google, Microsoft, Coca-Cola and McDonalds.



In brand consulting agency Brand Finance's "Billion Dollar Brands" list, Apple's brand is worth $104.6 billion, putting it comfortably ahead of runner-up Google's $68.6 billion valuation, reports the Silicon Valley Business Journal.

As noted by the publication, Brand Finance compiled the list by estimating the royalty rate that would be charged to use a company's brand and combining the result with expected future revenue.

Overall, tech companies took five of the top ten spots, with Microsoft coming in third, GE in fifth and Amazon.com in seventh. The tech sector dominated the list and accounted for 23 percent of the total.

Silicon Valley in particular is home to seven of the top 50 companies, including Intel, Cisco, Oracle, Hewlett-Packard, eBay, Facebook, PayPal and Yahoo. California came out as the No. 1 state by brand value with its companies generating a total of $484 billion.
post #2 of 39
That's impossible. Apple is on a downward slide to failure since Steve died. Kane said so in his/her book. Kane wrote for WSJ and they are the true experts

A non tech's thoughts on Apple stuff 

(She's family so I'm a little biased)

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A non tech's thoughts on Apple stuff 

(She's family so I'm a little biased)

Reply
post #3 of 39
Originally Posted by AppleInsider View Post
Apples brand is worth $104.6 billion

 

Seems like a lot more. ;)

 

Apple, after all, is one brand, with other companies having subsidiaries out of their name.

Originally Posted by Slurpy

There's just a TINY chance that Apple will also be able to figure out payments. Oh wait, they did already… …and you’re already fucked.

 

Reply

Originally Posted by Slurpy

There's just a TINY chance that Apple will also be able to figure out payments. Oh wait, they did already… …and you’re already fucked.

 

Reply
post #4 of 39
$100B? I'd wager alot more.. considering Apple pulled in $60B in revenue just last quarter.
post #5 of 39
Quote:
Originally Posted by charlituna View Post

That's impossible. Apple is on a downward slide to failure since Steve died. Kane said so in his/her book. Kane wrote for WSJ and they are the true experts

/s
post #6 of 39
I love that the company that most despises branding and marketing has by far the most valuable brand in the world.

Karma. God. Schadenfreude.
"If the young are not initiated into the village, they will burn it down just to feel its warmth."
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"If the young are not initiated into the village, they will burn it down just to feel its warmth."
- African proverb
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post #7 of 39

Brand Finance?

"Apple should pull the plug on the iPhone."

John C. Dvorak, 2007
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"Apple should pull the plug on the iPhone."

John C. Dvorak, 2007
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post #8 of 39
What happened to that Trillion?
post #9 of 39
Quote:
Originally Posted by Benjamin Frost View Post

I love that the company that most despises branding and marketing has by far the most valuable brand in the world.

Karma. God. Schadenfreude.

 

Despises branding and marketing?  Apple is a corporation (and a dang successful one at that).  There's no chance that Apple despises branding and marketing.  None.

 

And that's not a slight on Apple either.  They should care about branding and marketing (which they obviously do).

post #10 of 39
Whuuuuutttttttt? NO SAMDUNG? Well, Plastic is the in thing now. Right?
post #11 of 39
If you look closely they didn't even write "Apple" in the graphic,
post #12 of 39
Quote:
Originally Posted by Grey Silvy View Post

Whuuuuutttttttt? NO SAMDUNG? Well, Plastic is the in thing now. Right?

It's limited to U.S. brand names.
How to enter the Apple logo  on iOS:
/Settings/Keyboard/Shortcut and paste in  which you copied from an email draft or a note. Screendump
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How to enter the Apple logo  on iOS:
/Settings/Keyboard/Shortcut and paste in  which you copied from an email draft or a note. Screendump
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post #13 of 39

Sarcasm. Just that you have some idiot that thinks she knows how and when the downfall of Apple will be.

It's just I've read so many stories of Samsung trying to buy their way into the media with paying all the stars and then it backfires when the people are shown using iPhones...LOL Kinda like LeBron James starts posting on twitter with an iPhone complaining about losing all his data on his Note and Ellen and others like Beckham with the photo ops and then posting with iPhones. Kinda ironic.

I mean it wasn't but a few years ago that we saw photos of Windows computers being unloaded at the Apple HQ loading docks.

 

I just find it all funny.

post #14 of 39
Quote:
Originally Posted by Benjamin Frost View Post

I love that the company that most despises branding and marketing has by far the most valuable brand in the world.

Karma. God. Schadenfreude.

 

 

Perhaps there is a correlation.

Perhaps some people do care/perceive what Apple tries to do.

post #15 of 39
Quote:
Originally Posted by DroidFTW View Post
 

 

Despises branding and marketing?  Apple is a corporation (and a dang successful one at that).  There's no chance that Apple despises branding and marketing.  None.

 

And that's not a slight on Apple either.  They should care about branding and marketing (which they obviously do).

 

 

Well, her/she meant this - https://vimeo.com/88907392 - Apple’s Former Marketing Chief - Allison Johnson

​And you’ll know why most people do not get Mr. Jobs. Any word’s meaning is not always constant.

post #16 of 39
Quote:
Originally Posted by Tallest Skil View Post
 

 

Seems like a lot more. ;)

 

Apple, after all, is one brand, with other companies having subsidiaries out of their name.

 

Yeah that number seems kinda low. I think they forgot to carry the 1 or something when adding. 

 

EDIT: I guess the only thing I can think of is thats Apple's value in the US. The $474B is their worldwide value. Just throwing something out there as to how they got such a low amount. 


Edited by macxpress - 3/19/14 at 5:50am
post #17 of 39
Quote:
Originally Posted by DroidFTW View Post
 

 

Despises branding and marketing?  Apple is a corporation (and a dang successful one at that).  There's no chance that Apple despises branding and marketing.  None.

 

And that's not a slight on Apple either.  They should care about branding and marketing (which they obviously do).

 

You are correct of course. But compare Apple’s stealth marketing in which you don’t see that many ads except for extremely targeted ones with Samsung’s blitzkrieg ad campaign with ads in every magazine you pick up, a total blizzard of TV ads, sponsorship of just about any sporting event you can name. And what are the results? In the U.S. the iPhone has 42% market share and Samsung has 28% according to the latest estimates. Apple leverages its superior design and customer service, a certain mystique halo effect, and word of mouth. An Apple product announcement causes ripples throughout the tech universe. Compare that with Samsung’s strange, weird, sometimes laughable productions.

 

Apple is a certified genius at branding and marketing. Nobody comes close.

post #18 of 39
Quote:
Originally Posted by Benjamin Frost View Post

I love that the company that most despises branding and marketing has by far the most valuable brand in the world.

Karma. God. Schadenfreude.

What makes you think Apple despises branding and marketing? On the contrary they embrace it, and one of the best at it IMO.
melior diabolus quem scies
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melior diabolus quem scies
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post #19 of 39
Quote:
Originally Posted by dnd0ps View Post

If you look closely they didn't even write "Apple" in the graphic,
Haha! So true! We just see their brand symbol and know who it is on top. Consumers don't even need to see the word "Apple" to recognize the company's branding... What other symbols are so easily recognized by so many? The Superman symbol? Batman? And dare I say the Flash? A couple of sports teams? Wow, well done, 🍎 (sorry, couldn't figure out how to paste the actual Apple symbol here).
post #20 of 39
Originally Posted by FlashFan207 View Post
What other symbols are so easily recognized by so many? Wow, well done, 🍎 (sorry, couldn't figure out how to paste the actual Apple symbol here).

 

Command+Shift+K. 

 

Strange that their own emoji looks more like a strawberry. 

Originally Posted by Slurpy

There's just a TINY chance that Apple will also be able to figure out payments. Oh wait, they did already… …and you’re already fucked.

 

Reply

Originally Posted by Slurpy

There's just a TINY chance that Apple will also be able to figure out payments. Oh wait, they did already… …and you’re already fucked.

 

Reply
post #21 of 39
People seem confused between brand value and comapny value.
post #22 of 39
Quote:
Originally Posted by Gatorguy View Post

What makes you think Apple despises branding and marketing? On the contrary they embrace it, and one of the best at it IMO.

Surprise, you and DroidFTW and even lkrupp don't get it. /s

See Ochyming's post above for the link to Allison Johnston's first-hand account. Steve Jobs rightfully hated the present-day obsession with branding and marketing, which now extends into areas like, e.g., politics, turning parties and candidates into commodities. That sort of thing.

I'm reading between the lines, but what Jobs was objecting to is the manufacture of awareness in the "target market," rather than letting the quality and ingenuity of the product create the awareness and desire from within, as it were. So Apple's video advertising became about what the products can do, and their visual campaigns on billboards and magazines became lessons in showing how beautiful the products are in quasi-erotic close-up.

Branding and marketing belong to companies that need to force your attention. This tawdry field developed in parallel with planned obsolescence and ever more useless tweaks to products to "drive sales."
post #23 of 39
Quote:
Originally Posted by Benjamin Frost View Post

I love that the company that most despises branding and marketing has by far the most valuable brand in the world.

Karma. God. Schadenfreude.

Correct, for that very reason. One other possible cosmic reason: Jobs's and Apple's dedication to making people's lives better, not stupider.

More posts on this above.
post #24 of 39
Quote:
Originally Posted by Flaneur View Post

Surprise, you and DroidFTW and even lkrupp don't get it. /s

See Ochyming's post above for the link to Allison Johnston's first-hand account. Steve Jobs rightfully hated the present-day obsession with branding and marketing, which now extends into areas like, e.g., politics, turning parties and candidates into commodities. That sort of thing.

I'm reading between the lines, but what Jobs was objecting to is the manufacture of awareness in the "target market," rather than letting the quality and ingenuity of the product create the awareness and desire from within, as it were. So Apple's video advertising became about what the products can do, and their visual campaigns on billboards and magazines became lessons in showing how beautiful the products are in quasi-erotic close-up.

Branding and marketing belong to companies that need to force your attention. This tawdry field developed in parallel with planned obsolescence and ever more useless tweaks to products to "drive sales."

Retina display, Think Different, Post-PC era, It Just Works, even Designed by Apple in California. . .

All those are Apple marketing speak IMHO.
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post #25 of 39
Quote:
Originally Posted by Gatorguy View Post

What makes you think Apple despises branding and marketing? On the contrary they embrace it, and one of the best at it IMO.

I was referring to Allison's recent interview.
"If the young are not initiated into the village, they will burn it down just to feel its warmth."
- African proverb
Reply
"If the young are not initiated into the village, they will burn it down just to feel its warmth."
- African proverb
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post #26 of 39
Quote:
Originally Posted by Flaneur View Post

Surprise, you and DroidFTW and even lkrupp don't get it. /s

See Ochyming's post above for the link to Allison Johnston's first-hand account. Steve Jobs rightfully hated the present-day obsession with branding and marketing, which now extends into areas like, e.g., politics, turning parties and candidates into commodities. That sort of thing.

I'm reading between the lines, but what Jobs was objecting to is the manufacture of awareness in the "target market," rather than letting the quality and ingenuity of the product create the awareness and desire from within, as it were. So Apple's video advertising became about what the products can do, and their visual campaigns on billboards and magazines became lessons in showing how beautiful the products are in quasi-erotic close-up.

Branding and marketing belong to companies that need to force your attention. This tawdry field developed in parallel with planned obsolescence and ever more useless tweaks to products to "drive sales."

You speak lucidly about Jobs' perception of marketing. I have once again run out of thumbs up, so here's one: 👍
"If the young are not initiated into the village, they will burn it down just to feel its warmth."
- African proverb
Reply
"If the young are not initiated into the village, they will burn it down just to feel its warmth."
- African proverb
Reply
post #27 of 39
Quote:
Originally Posted by Benjamin Frost View Post

You speak lucidly about Jobs' perception of marketing. I have once again run out of thumbs up, so here's one: 👍

Why guess about Steve Jobs attitude towards marketing? Here it is in 6.5 minutes.


EDIT: Here's another quite rare old Steve Jobs video from Apple's earliest days. for those who have never seen it, Enjoy!
Edited by Gatorguy - 3/19/14 at 10:49am
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post #28 of 39

Quote:

Originally Posted by lkrupp View Post
 

Apple is a certified genius at branding and marketing. Nobody comes close.

 

I completely agree here.  There's a reason Apple takes the #1 spot in this category by such a large margin.  It's certainly not by accident.  There are many people who have spent a lot of time and energy into making it happen.

post #29 of 39
Quote:
Originally Posted by Gatorguy View Post

Why guess about Steve Jobs attitude towards marketing? Here it is in 6.5 minutes.

Thanks for the links. They make the point that Apple does marketing by not focusing on marketing, branding by the same Buddhist way of not-doing. I think that's the context of Allison's and Benjamin Frost's statements.

Focusing on branding for its own sake allows one to forget the integrity of the product, which would make your brand if you only made it and what it does for the user the focus of your message. MBA brand-happy marketers are not generally aware of this speaking-from-within philosophy. No one has been able to copy this about Apple, as far as I know, and it's why so many of us follow the story as if it were an epic struggle for the soul of capitalism. Which it is.
post #30 of 39
I'm surprised at Microsoft being 3, they seem to be in a bad spot right now.
post #31 of 39
Quote:
Originally Posted by Flaneur View Post

No one has been able to copy this about Apple, as far as I know

 

If you rewatch the first video that was linked you'll find that Steve Jobs was copying Nike's approach to marketing.  If you didn't watch the first video, just do it.  ;)

post #32 of 39

Fluff, fluff, fluffity fluff

post #33 of 39
Quote:
Originally Posted by DroidFTW View Post

If you rewatch the first video that was linked you'll find that Steve Jobs was copying Nike's approach to marketing.  If you didn't watch the first video, just do it.  1wink.gif

I had watched the first video. He's referring to Nike as an example of the "what the product can do for you" genre. That has a long history in advertising, pre-dating Nike. Who copied this or that is troll-level fodder for one-dimensional minds.

The more interesting point is how they used the "Think Different" campaign to highlight Apple as the tool for artists and misfit thinkers of all kinds. The campaign would never have worked for Microsoft, for example. Apple was "antimarketing" the box and the specs, instead magnetizing the dispersed bohemians of the world to join a community of users of a computer they could love.

This is what drives the Apple haters and droid heads like yourself crazy, or at least into terminal meanness.

PS: What I meant about nobody being able to copy Apple is that no computer maker has been able to make a product with the strict integrity aspect covered, so they can't do this kind of product-speak advertising. Compare Samsung's infamous get-the-girl-with-your-Galaxy-Gear commercial. Empty "lifestyle" hucksterism.
Edited by Flaneur - 3/20/14 at 8:03am
post #34 of 39
Quote:
Originally Posted by Flaneur View Post

PS: What I meant about nobody being able to copy Apple is that no computer maker has been able to make a product with the strict integrity aspect covered, so they can't do this kind of product-speak advertising. Compare Samsung's infamous get-the-girl-with-your-Galaxy-Gear commercial. Empty "lifestyle" hucksterism.

 

Ahh, that's all that was necessary, a little clarification on what you meant when you said that nobody has been able to copy Apple.  It sounded like you were suggesting that Apple was the only one taking their marketing approach.  I see where you're coming from now.  There was no need to resort to personal attacks.

post #35 of 39
Quote:
Originally Posted by DroidFTW View Post

Ahh, that's all that was necessary, a little clarification on what you meant when you said that nobody has been able to copy Apple.  It sounded like you were suggesting that Apple was the only one taking their marketing approach.  I see where you're coming from now.  There was no need to resort to personal attacks.

Apologies, meme fatigue gets the better of me at times.
post #36 of 39
Quote:
Originally Posted by Tallest Skil View Post
 

 

Seems like a lot more. ;)

 

Apple, after all, is one brand, with other companies having subsidiaries out of their name.

If I'm not mistaken, the $104.7B is the value of the brand and not the whole company.

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post #37 of 39
Quote:
Originally Posted by 22July2013 View Post

People seem confused between brand value and comapny value.

'Brand value' doesn't really have much of a meaning. They outline the methodology here:

http://brandirectory.com/methodology

"Brand Finance calculates brand value using the Royalty Relief methodology which determines the value a company would be willing to pay to license its brand as if it did not own it. This approach involves estimating the future revenue attributable to a brand and calculating a royalty rate that would be charged for the use of the brand. The steps in this process are as follows:

Calculate brand strength on a scale of 0 to 100 based using a balanced scorecard of a number of relevant attributes such as emotional connection, financial performance and sustainability, among others. This score is known as the Brand Strength Index.
Determine the royalty rate range for the respective brand sectors. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database of license agreements and other online databases.
Calculate royalty rate. The brand strength score is applied to the royalty rate range to arrive at a royalty rate. For example, if the royalty rate range in a brand’s sector is 1-5% and a brand has a brand strength score of 82 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4.1%.
Determine brand specific revenues estimating a proportion of parent company revenues attributable to each specific brand and industry sector.
Determine forecast brand specific revenues using a function of historic revenues, equity analyst forecasts and economic growth rates.
Apply the royalty rate to the forecast revenues to derive the implied royalty charge for use of the brand.
The forecast royalties are discounted post tax to a net present value which represents current value of the future income attributable to the brand asset."

If they went ahead and pulled numbers out of their ass and used them directly, they'd feel like it was a waste of time so instead they pull multiple numbers out and combine them in a way that they think makes something meaningful and then they make a graph of it. The end goal is finding a new way to reorder the same top companies we hear about in lots of other lists in order to sell reports to lower down companies on how they can improve on these ass-sourced metrics.
post #38 of 39
How did "selling off" IBM get so high?
post #39 of 39
Quote:
Originally Posted by Grey Silvy View Post

Whuuuuutttttttt? NO SAMDUNG? Well, Plastic is the in thing now. Right?

Are you speaking about Samsung? You are quick to judge ;)

Please be aware that it is not a US company. The list includes only American corporations/brands!

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