Apple named Interbrand's top global brand for eighth consecutive year
Global brand consultancy Interbrand in its latest report on global brand impact once again named Apple as the world's most valuable corporate name, a position the tech giant has held for eight years.
Interbrand assigned Apple a "brand value" of just under $323 billion, up 38% from $234.2 billion last year.
According to the firm, brand value is a calculation that represents a brand's impact on customers, employees and investors. Strong brands exert influence on consumers, create a loyal following, attract and retain employees and lower the cost of financing.
"Ultimately, Apple's (BV $322,999bn +38% YOY) distinctiveness - or, in fact, uniqueness - isn't a result of what the brand says, but what it does," according to the Interbrand report. "It's Apple's products, technologies and stores that speak to the organization's philosophy of beautiful simplicity and individual empowerment - much more than any campaign could ever do. Inasmuch as many talk about the brand's aura, Apple has consistently changed what was in people's minds by changing what was in their hands."
There was a bit of shuffling in the top-five in 2020. Second place Amazon, which was previously in third, grew its brand value by a massive 60% as it invested in realtime data, AI and machine learning. Microsoft also experienced healthy gains to land itself in third position, up 53% on what Interbrand calls an "extraordinary cultural shift" at the hands of CEO Satya Nadella. Google and Samsung rounded out the top five spots.
Tech companies accounted for 11 of the top 20 brands, with newcomer Instagram entering the scene in 19th place. More than half of Interbrand's identified top growing brands have significant subscription model businesses.
Interbrand assigned Apple a "brand value" of just under $323 billion, up 38% from $234.2 billion last year.
According to the firm, brand value is a calculation that represents a brand's impact on customers, employees and investors. Strong brands exert influence on consumers, create a loyal following, attract and retain employees and lower the cost of financing.
"Ultimately, Apple's (BV $322,999bn +38% YOY) distinctiveness - or, in fact, uniqueness - isn't a result of what the brand says, but what it does," according to the Interbrand report. "It's Apple's products, technologies and stores that speak to the organization's philosophy of beautiful simplicity and individual empowerment - much more than any campaign could ever do. Inasmuch as many talk about the brand's aura, Apple has consistently changed what was in people's minds by changing what was in their hands."
There was a bit of shuffling in the top-five in 2020. Second place Amazon, which was previously in third, grew its brand value by a massive 60% as it invested in realtime data, AI and machine learning. Microsoft also experienced healthy gains to land itself in third position, up 53% on what Interbrand calls an "extraordinary cultural shift" at the hands of CEO Satya Nadella. Google and Samsung rounded out the top five spots.
Tech companies accounted for 11 of the top 20 brands, with newcomer Instagram entering the scene in 19th place. More than half of Interbrand's identified top growing brands have significant subscription model businesses.
Comments
I would consider those brand names to be as much of a turnoff as these: https://www.trademarknow.com/blog/the-7-most-unfortunate-brand-names-ever-trademarked <--
Company #2 is the largest cloud provider in the world, and even company #1 use their services. And I haven't seen the security and privacy issues you mention.
Also company #3 is, maybe, the most trusted brand in enterprises and business. So maybe they are not as bad as you think.
Your second paragraph is the most interesting. but I'm not quite sure what you are getting at. You said "you haven't seen the security and privacy issues [from Amazon]" Really? Amazon has many security and privacy issues. Like their Amazon Echo which is always listening to and recording what you are saying in your house. How is that not a security or privacy issue? I just googled "is amazon echo secure" and found 100 articles from different companies pointing out problems with it. Like this one. https://www.nytimes.com/wirecutter/blog/amazons-alexa-never-stops-listening-to-you/ I figured you might like the NY Times. In that article it says Apple has suspended the practice of recording people's speech, but Amazon is still recording you.
#4 You don't have to have a Google account to use google.com and Apple's Safari has a lot a mechanisms in place to keep nefarious websites from tracking and hoarding personal data. The value of the search engine isn't in gathering user data, it's in gathering usage data.
#2 Amazon treats users' accounts and data much differently than they would a huge enterprise like Apple. Having said that, I agree, I haven't really seen privacy/security issues from Amazon.
#3 Let's not confuse "familiar" with "trusted". But again, they have come a long way from their days of monopoly abuse, raping corporate IT departments and suppressing competition.
I did the same search and you, and my results were related on how to change privacy settings in Alexa, including opt-out of audio recordings. I prefer what Apple does, of making it by default, but still very easy to do with Alexa.
Yeah that make no sense. The fact that Google is the default engine does not mean that ANY personal information is shared. Google has no idea who you are unless you log in with your Google account. The only information Google can obtain is your general location from your IP address (and perhaps other sites you have visited if you have cross-site tracking enabled).
And in case you weren't aware of this, you are in full control over microphone, video, location, cookies, and other privacy settings in Safari. If someone is obtaining your information it is because YOU allowed it, not because Apple makes Google the default search engine.
Agree completely. I merely said that I personally consider those brands to be negative in terms of value. But I recognize they have value to others.
Google doesn't know it's "me" even when my account is logged in. How on earth do they know who you are if you don't even have a Google account? Seriously, where can I find proof that Google is tracking people who don't have Google accounts, since surely you don't just make stuff up? I'm very willing to learn things I wasn't previously aware of, and it wouldn't be the first time I've called out Google for doing something I believe to be "bad" (ie wifi data snippet collection from mapping vans) and to me this would be 'bad Google" if you never agreed to personal info sharing.
FWIW the data used by Google for placing companies' ads is connected to an Advertising ID number sourced from your Google account, as anonymized as Apple's IDFA sourced from your iOS device. Neither one says who you actually are, nor is the "real you" ever shared with an advertiser.
Tho its use is finally being restricted to only Apple's own in-house purposes with iOS14, you presumably weren't worried that Apple offered tracking of "you" for advertisers up to now. "What's this you say?" Look up IDFA and why Apple created it.