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Apple The Current Fastest Growing Brand

Zonk posted more than 9 years ago | from the brandsplosion dept.

Apple 252

Will Stewart writes "According to Apple News, in a recently published report, Vivaldi Partners and Forbes magazine showed Apple has increased its brand value by 38 percent in the last four years, largely on the popularity of its iPod digital media device. Vivaldi Partners estimated Apple's overall brand value for 2005 at US$5.3 billion. Google and Blackberry tie for second, while Amazon is in fourth place. The ranking was determined by taking the compound annual growth rate of each brand over a period of the last four years."

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Pixar also on the list (5, Interesting)

bsandersen (835481) | more than 9 years ago | (#12847391)

Also of note is Pixar at number 9. So, Steve Jobs is 2 of the 10.

-- Scott

Re:Pixar also on the list (1)

croddy (659025) | more than 9 years ago | (#12847506)

steve jobs "is" apple? he "is" pixar?

take me to your dealer!

Re:Pixar also on the list (2, Informative)

Chess_the_cat (653159) | more than 9 years ago | (#12847695)

steve jobs "is" apple?

He absolutely is.

Re:Pixar also on the list (5, Informative)

pohl (872) | more than 9 years ago | (#12847860)

he "is" pixar?

Yeah, apparently he picked it up for a paltry 10 million dollars in 1986, according to this [wikipedia.org]

Where does Trump fit in? (3, Funny)

ARRRLovin (807926) | more than 9 years ago | (#12847399)

-nt-

Re:Where does Trump fit in? (3, Funny)

Anonymous Coward | more than 9 years ago | (#12847431)

Nowhere on this planet.

Re:Where does Trump fit in? (1)

krakelohm (830589) | more than 9 years ago | (#12847761)

Here ??

Blackberry? (4, Interesting)

-kertrats- (718219) | more than 9 years ago | (#12847411)

I understand maybe in business circles, Blackberries might be big. But saying that it's tied with Google, which has become an everyday verb for most even outside of the computer-nerd crowd, is ridiculous.

Re:Blackberry? (4, Informative)

winkydink (650484) | more than 9 years ago | (#12847436)

It's measuring the rate of change, not the absolute value of the brand. Toyota is also listed on the table and it's brand value dwarves the others.

CRACKberry (0)

Anonymous Coward | more than 9 years ago | (#12847711)

is the term I hear all the time-- not Blackberry.

Yo winkydink it should be:
...and ITS brand value DWARFS the others.

sincerely,
--Word Bitch

Re:CRACKberry (2, Interesting)

winkydink (650484) | more than 9 years ago | (#12847815)

You're right. I'm tired. The possessive it holds its 's' close.

dwarfs = dwarves (1)

winkydink (650484) | more than 9 years ago | (#12847868)

according to my dictionary

Re:Blackberry? (3, Informative)

soupdevil (587476) | more than 9 years ago | (#12847437)

Not just business, but the entertainment industry, and then into the hip-hop and clubbing culture. #2 may be a bit high, but they are ubiquitous and cool at the same time here in LA, just like iPods, and cool and ubiquitous are tough to pull off simultaneously.

It's about growth, supposedly (4, Informative)

stripmarkup (629598) | more than 9 years ago | (#12847483)

According to the article, the valuation of both brands grew by 36%. Of course BlackBerry is much smaller, but they measure "fastest growth".

Not very meaningful anyway, since it's not very clear how they come up with the value for the brand or even who qualifies for the survey. E.g. if Joe's Rubber Duckies (tm) grew from $100 to $200, it beats all the above.

Re:Blackberry? (2, Informative)

Jerry Talton (220872) | more than 9 years ago | (#12847487)

No, you're just a nitwit!

The article was ranking brands in terms of rate of growth. If you resort the columns by total brand value, Blackberry is a paltry 19th...far, far behind Google at No. 4.

Re:Blackberry? (2, Informative)

winkydink (650484) | more than 9 years ago | (#12847806)

There are a zillion others out there with greater brand value than those listed in the article. Coca Cola. Chevrolet. Sony. McDonalds.

The list was just the top 20 that had the highest rate of growth.

Re:Blackberry? (1)

aftk2 (556992) | more than 9 years ago | (#12847498)

I imagine an incident with Blackberry and one Paris Hilton earlier this year might be responsible for much of the brand's growth.

Re:Blackberry? (3, Informative)

croddy (659025) | more than 9 years ago | (#12847543)

paris hilton used a sidekick, not a blackberry.

Re:Blackberry? (4, Insightful)

jeblucas (560748) | more than 9 years ago | (#12847570)

atfk2 said:
I imagine an incident with Blackberry and one Paris Hilton earlier this year might be responsible for much of the brand's growth.
croddy replied:
paris hilton used a sidekick, not a blackberry.
Looks like that brand has pretty much gotten a hold of atfk2, no?

Re:Blackberry? (1, Funny)

Anonymous Coward | more than 9 years ago | (#12847668)

I seem to recall her getting a RIM.

That's Blackberry, right?

Re:Blackberry? (1)

mattkinabrewmindspri (538862) | more than 9 years ago | (#12847880)

What better motivation to get a blackberry?

Re:Blackberry? (2, Interesting)

Tony Hoyle (11698) | more than 9 years ago | (#12847731)

Presumably it's US growth not worldwide growth.

Last place I was at they had some people come over from across the pond and they insisted the must use blackberies (we'd been mostly using the SPV with a couple of Treos at that point). We'd never heard of them up to that point.. after working out how much it would cost to implement a dedicated server, integrate it with the exchange server, plus pay for the phones (they were only available on import.. this is a little while ago.. you can get them on standard mobile phone tariffs now I believe) we ditched the idea.

*Blackberry* is #2?! (2, Interesting)

EvilStein (414640) | more than 9 years ago | (#12847412)

"Users average a 53-minute-a-day productivity gain, says Research in Motion."

What the article fails to mention is the 8 hour/week headache that the IT staff gets to deal with. "Productivity gain" is so subjective. :P

As for Apple being #1, it's not really a surprise to me. The iPod is *everywhere* - and in recent days, so is the Mac mini. OS X has been getting glowing reviews all over the place too.

Note that it also says they have an 18% "brand owners market capitalization" - maybe someone that speaks Wall Street can explain that one in English?

Re:*Blackberry* is #2?! (5, Informative)

wqurg (263967) | more than 9 years ago | (#12847448)

They are estimating that the brand (IE: Name) is worth 18% of the total value (at least according to Wall Street) of the company.

Re:*Blackberry* is #2?! (1)

harvardslacker (881339) | more than 9 years ago | (#12847500)

As much as I'd like to claim, as an Apple user, that this something about how widespread or well made or whatever Apple products are, the fact is that it's just rate of popularity growth (or whatever those business phrases mean), not any measure of quality.

I agree that Blackberry shouldn't be so high if the measurement were of what is really productivity-boosting, well engineered, or anything like that. The only people I know who've had Blackberries complain bitterly about them. But the fact is that they're growing in popularity... so maybe in 5 years me saying Blackberries aren't helpful will be like people who argue now that e-mail is just a waste of time.

Slashdot (4, Funny)

Leroy_Brown242 (683141) | more than 9 years ago | (#12847414)

Apple: The fasest growing topic on slashdot!

Re:Slashdot (2, Funny)

ProfaneBaby (821276) | more than 9 years ago | (#12847480)

I think Google has the top spot there...

Re:Slashdot (2, Insightful)

cbreaker (561297) | more than 9 years ago | (#12847545)

Ohh, although it might be too close to judge, Apple is mentioned so much on Slashdot recently that it's a joke.

I remember the good old days when it was almost always about Linux and related Linux topics. The good stuff! Not just about the next thing from Some Big Company. And Apple IS a big company.

Re:Slashdot (-1)

Anonymous Coward | more than 9 years ago | (#12847646)

Don't you know... Linux is dying? ...Linux "leaders" will have you believe that Linux is gaining market share. However, according to Google, "Linux" was never a top 10 search word at *any time* since Google began tracking search statistics. This can only mean one thing: Linux is dying. All major surveys show that Linux on Desktop is something never meant to happen. Repeatedly, reputable organizations review Desktop Linux offerings, and consistently give it unacceptable scores, compared to even Apple's MacOS X, which is actually based on the "claimed to by dying long time ago" *BSD. If you paid attention to the operating systems used to access Google graphs earlier, you will notice that MacOS has consistently scored higher percentages than Linux. Infact, the obscure "other" category, which we assume is embedded systems, PDA's, cellular phones, etc, has at times ranked Higher than even Mac OS - and of course, Linux...

Re:Slashdot (2, Insightful)

Princeofcups (150855) | more than 9 years ago | (#12847826)

> I remember the good old days when it was almost always about Linux and related Linux topics. The
> good stuff!

It's News for Nerds, not Pander to Linux Hackers. Mac and Apple successes are big news. They are finally reaching their true geek shaping potential. Deal with it, or submit more interesting Linux articles.

jfs

Re:Slashdot (1)

FidelCatsro (861135) | more than 9 years ago | (#12847871)

News is news , Apple just happen to be on the warpath right now and are in the limelight allot.
"the good old days" are never as good as you remember .

Re:Slashdot (2, Funny)

frohike (32045) | more than 9 years ago | (#12847890)

I remember the good old days when it was almost always about Linux and related Linux topics.

Good old days? User #561297? :) I remember back when it was more than a place to post company press releases, generate ad revenue for places like Forbes and Cnet, and troll. It's become pretty sad these days.

Was (-1, Troll)

Anonymous Coward | more than 9 years ago | (#12847419)

A year from now Apple will have half the marketshare they have today.

You have figured out that Apple getting dumped by IBM isn't going to lead to 'cheap and fast Macs' or running OS X on your $500 home built x86 box...

As a side note, it is hilarious to see the core Mac faithful express their unwavering faith that Intel will deliver everything on their roadmap right to Apple's door by this time next year...

Re:Was (3, Insightful)

e r i k 0 (593807) | more than 9 years ago | (#12847468)

Sorry, I don't usually respond to trolls, but if I recall correctly, it was IBM who could not keep up with the volume which Apple demanded of new G5 chips. While I don't believe that Intel will necessarily get everything together by this time next year, you must admit that Intel has much larger production capabilities than IBM, concerning the chips which Apple will most likely use.

Plus, even if the Intel deal turns out to be a bust - and it might, you never know - there will always be a devout Apple following and they always have the iPod, anyway. Apple has a nice-sized nest egg - they can deal with problems if Intel fails to come through.

Re:Was (2, Interesting)

macaulay805 (823467) | more than 9 years ago | (#12847494)

Or talk to AMD or Via instead of just one company.

Re:Was (1)

aristotle-dude (626586) | more than 9 years ago | (#12847552)

They did look at AMD but they do not have the capacity and sometimes have used IBM's FABs for some production runs.

Re:Was (1)

macaulay805 (823467) | more than 9 years ago | (#12847656)

The point I was trying to get accross is the fact they are not locked into one company's product for going the x86 route any longer. Also, who knows, due the Rosetta stuff, they probably may be able to switch from one arch to another in the future freely!!

Re:Was (0)

Anonymous Coward | more than 9 years ago | (#12847518)

"Sorry, I don't usually respond to trolls"

Please stop trolling.

Re:Was (0)

Anonymous Coward | more than 9 years ago | (#12847526)


IBM loves losing PowerPC IP so much that they kicked Apple to the curb and snickered as Apple brought all that IP with them to the new Intel partnership.

You are a shitty AC. Back to unloading into a sock while grunting to your mother to leave you alone, for you.

Microsoft? (3, Interesting)

Frodo Crockett (861942) | more than 9 years ago | (#12847420)

MS is nowhere on the list.

Re:Microsoft? (1)

Leroy_Brown242 (683141) | more than 9 years ago | (#12847459)

Well, they aren't a rapidly growing company . . .

Re:Microsoft? (3, Insightful)

bedroll (806612) | more than 9 years ago | (#12847466)

From TFA: "They began their study by surveying chief marketing officers and consumers, asking them to identify brands they felt were both growing fast and being innovative."

Microsoft is neither of those.

Re:Microsoft? (1)

Shazow (263582) | more than 9 years ago | (#12847627)

MS is nowhere on the list.

Wait for the "fastest shrinking" list. :P

- shazow

Re:Microsoft? (0)

Anonymous Coward | more than 9 years ago | (#12847732)

This is about the fastest growing brand. Microsoft is probably one of the most known brands in the world. So naturally the don't gain much with a year.

Hell, everyone in my family knows who Microsoft is, but none know what or who Apple or Steve Jobs is.

Re:Microsoft? (1)

forkazoo (138186) | more than 9 years ago | (#12847883)

The only good way for a monopoly to expand brand recognition requires first making investments in SETI.

Re:Microsoft? (1)

daviq (888445) | more than 9 years ago | (#12847894)

Did you expect to see them, because if you did you are either stuck inside Gates's office, never hearing of Mac OS 10 or Linux, or you just are misinterpriting quality.

The real story for IT types (5, Funny)

whitehatlurker (867714) | more than 9 years ago | (#12847421)

Red Bull and Starbucks are 7 and 8 on the list. Where would we be without caffeine?

Oh right, asleep.

Re:The real story for IT types (1)

mmkkbb (816035) | more than 9 years ago | (#12847876)

Red Bull just bought a Formula 1 team. [redbullracing.com] Considering the visibility of that sport, it's not very difficult to see why their brand has skyrocketed.

Yet more Apple Slashvertisements... (-1, Offtopic)

Anonymous Coward | more than 9 years ago | (#12847422)

Yawn, nothing to see here.

No Napster, Creative, or iRiver on this list (2, Interesting)

theurge14 (820596) | more than 9 years ago | (#12847426)

Only Yahoo, and this report is crediting their new music subscription service for Yahoo's success.

Re:No Napster, Creative, or iRiver on this list (0)

zonker (1158) | more than 9 years ago | (#12847864)

and you are surprised why?

For how long? (2, Insightful)

AviN456 (863971) | more than 9 years ago | (#12847428)

I for one say kudos to Steve Jobs, and all of Apple on a job well done. Even though I don't use an Apple at the moment, I am very pleased that Microsoft's biggest competitor is doing well. Perhaps this will strike some fear into the folks over at Microsoft, encouraging them to reduce prices and improve their products. Now it just remains to be seen if Apple can maintain this level of growth.

Re:For how long? (1)

soupdevil (587476) | more than 9 years ago | (#12847452)

Some would say that Google is Apple's biggest competitor, but they did OK on the list as well.

Re:For how long? (1)

AviN456 (863971) | more than 9 years ago | (#12847470)

Forgive me if I've missed something, but how is Google a competitor of Apple?

Re:For how long? (1)

soupdevil (587476) | more than 9 years ago | (#12847477)

Of course, I meant that Google is sometimes MS's biggest competitor. Not Apple's.

Re:For how long? (1)

AviN456 (863971) | more than 9 years ago | (#12847523)

I do agree that in certain isolated areas (web searching and email for example) Google is Microsoft's biggest competitor. However, seing as how Google does not produce any operating systems or productivity software (yet?), I don't agree that Google is in competition with Microsoft on the same level that Apple is.

Re:For how long? (1)

soupdevil (587476) | more than 9 years ago | (#12847557)

Why not? Apple makes most of their money from hardware. Microsoft and Google make most of their money from software and services. Google and Microsoft have both committed vast resources to expanding mindshare on the internet. While Apple may have the best OS competition to Windows right now, Google may deal the ultimate death blow to Windows dominance. Of course I'm speaking of a paradigm shift to internet-based applications, making the underlying OS much less relevant. It's already happening with Google maps (who needs MS Streets & trips) Gmail (who needs outlook express), etc.

Re:For how long? (1)

bedroll (806612) | more than 9 years ago | (#12847756)

Fortune [fortune.com] had an excellent interview with Bill Gates about this.

Really interesting, from the article:
The most paranoid people at Microsoft even think "Google Office" is inevitable.

*sigh* (-1)

Anonymous Coward | more than 9 years ago | (#12847441)

Now that Apple isn't an underdog any more (beleaguered, etc), it's pretty much guaranteed they will turn Evil. They will be like the bad old Apple that kicked out Jobs.

DRM.. suing bloggers.. what's gonna be next?

(This isn't a troll or flamebait.. just an observation that companies are a hell of a lot better to their customers when they actually need them).

Re:*sigh* (1)

repruhsent (672799) | more than 9 years ago | (#12847579)

I wish I had a shovel and knew where you and the rest of the fags here who complain about Apple live. I'd beat you all senseless with it, ala Postal 2.

Back last year, Apple was just defending its Trade Secrets. If someone stole confidential trade secret gay pornography that Linus beats off to while farting out another version of your stupid, inferior Lunix kernel and sued someone about it, you faggot-assed fucks would be rabid.

...by the way, just so you know, Apple still has less than 10% of the market. I'd still call that an underdog.

Asshole.

Re:*sigh* (-1, Troll)

Anonymous Coward | more than 9 years ago | (#12847796)

Now that Apple isn't an underdog any more (beleaguered, etc), it's pretty much guaranteed they will turn Evil. They will be like the bad old Apple that kicked out Jobs.

What do you mean the bad old Apple that kicked out Jobs ? That was the good old Apple you cretin.

Jobs has wrecked everything good about Apple and turned it into his personal ego trip. He couldn't give a damn about anything and only serves himself.

You are right about one thing though; companies are nicer when they need their customers. But Jobs doesn't care about that, where he is aiming is a dark shallow ugly place that will doom Apple forever. In the meantime he will just continue to shit over anything or anyone who stands in his way...actually including customers too.....until he is kicked out again for a second time.

In other news (2, Funny)

Sekio (661601) | more than 9 years ago | (#12847449)

From MSN News: Microsoft has all the market share, is better and more secure than Linux, BSD and Apple.

Re:In other news (1)

BobVila (592015) | more than 9 years ago | (#12847522)

Will this lead to kissing girls for Microsoft?

Woo hoo - brand value! (2, Insightful)

ZipR (584654) | more than 9 years ago | (#12847453)

What a meaningful stat! I have nothing against Apple, but the whole idea of branding is pretty suspect.

This is irony at its best (3, Interesting)

guardiangod (880192) | more than 9 years ago | (#12847469)

Who would had thought that a 25 something year old brand is the fastest growing brand in the whole world.

Re:This is irony at its best (1)

ccoakley (128878) | more than 9 years ago | (#12847696)

I'd mod you up as interesting. Made me think about some others:

How old was Nintendo before they made the NES? Nobody cared about the company that made playing cards and crappy plastic puzzles, but then ... blammo!

For that matter, how old was Micro-Soft (or however they used to write it) before Windows (ok, not 25, but still...)? I mean, a company brand based on Solitaire has to mean something.

And how old was the SCO brand before the current company started suing everyone and making everyone hate them?

Some brands exist for a while before being important/infamous.

Re:This is irony at its best (0)

Anonymous Coward | more than 9 years ago | (#12847853)

Microsoft was not a small player pre-Windows. MS-DOS, for example

Re:This is irony at its best (0)

Anonymous Coward | more than 9 years ago | (#12847867)

Nonononono... remember something called Game-And-Watch? They were made by Nintendo, and they were already big at that time...

GNAA SUCKS (-1, Offtopic)

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In other news... (0, Flamebait)

ravenspear (756059) | more than 9 years ago | (#12847499)

M$ was recognized as the current worst brand due to the tendency of indivduals to break out in voilent convulsions and emit green goo from their body cavities upon hearing the name mentioned.

"iPod digital media device" (1)

bcmm (768152) | more than 9 years ago | (#12847511)

WTF does that mean? It looks like legal language.

We'll all know what you mean if you just say iPod, you know. If you're really worried about Slashdotters not knowing what an iPod is, call it an MP3 player. not a "digital media device".

Re:"iPod digital media device" (1)

timmyf2371 (586051) | more than 9 years ago | (#12847654)

Another user linked to Apple's Trademark List [apple.com] on yet another Apple thread and the terminology was one of the things I noticed.

Apple's "preferred" generic term appears to be "mobile digital device" however they do say the generic terms listed are only suggestions and others may also be appropriate.

Re:"iPod digital media device" (1)

Toloran (858954) | more than 9 years ago | (#12847842)

One of the reason they are "digital media device" is 1) That is the real name of it (ast the previous reply stated) and 2) Some versions hold things besides mp3s like movies and pictures.

Brand value? (-1, Troll)

Anonymous Coward | more than 9 years ago | (#12847531)

Die, die you fucking marketoids, DIE!

Bill Hicks said it best (-1, Flamebait)

Anonymous Coward | more than 9 years ago | (#12847636)

"By the way if anyone here is in advertising or marketing... kill yourself. No, no, no it's just a little thought. I'm just trying to plant seeds. Maybe one day, they'll take root - I don't know. You try, you do what you can. Kill yourself. Seriously though, if you are, do. Aaah, no really, there's no rationalisation for what you do and you are Satan's little helpers, Okay - kill yourself - seriously. You are the ruiner of all things good, seriously. No this is not a joke, you're going, "there's going to be a joke coming," there's no fucking joke coming. You are Satan's spawn filling the world with bile and garbage. You are fucked and you are fucking us. Kill yourself. It's the only way to save your fucking soul, kill yourself. Planting seeds. I know all the marketing people are going, "he's doing a joke... there's no joke here whatsoever. Suck a tail-pipe, fucking hang yourself, borrow a gun from a Yank friend - I don't care how you do it. Rid the world of your evil fucking machinations. I know what all the marketing people are thinking right now too, "Oh, you know what Bill's doing, he's going for that anti-marketing dollar. That's a good market, he's very smart." Oh man, I am not doing that. You fucking evil scumbags! "Ooh, you know what Bill's doing now, he's going for the righteous indignation dollar. That's a big dollar. A lot of people are feeling that indignation. We've done research - huge market. He's doing a good thing." Godammit, I'm not doing that, you scum-bags!

Quit putting a godamm dollar sign on every fucking thing on this planet!

"Ooh, the anger dollar. Huge. Huge in times of recession. Giant market, Bill's very bright to do that." God, I'm just caught in a fucking web! "Ooh the trapped dollar, big dollar, huge dollar. Good market - look at our research. We see that many people feel trapped. If we play to that and then separate them into the trapped dollar..." How do you live like that? And I bet you sleep like fucking babies at night, don't you?"

Re:Bill Hicks said it best (0)

Anonymous Coward | more than 9 years ago | (#12847772)

Wonder what Bill would have made of the retarded humorless fucks who moderate slashdot?

"Brand value" is bullshit! MOD PARENT UP

What goes up, must come down... (3, Interesting)

Harry Balls (799916) | more than 9 years ago | (#12847594)

...and Apple's stock price will come down.
Why?
1. iPod inventories are building up
2. The switch to Intel chips will make corporate and private equipment buyers postpone purchases

Watch for a missed quarter and/or lowered guidance and/or an earnings pre-announcement.
Then, if you have Apple shares, watch out below.

Re:What goes up, must come down... (1)

myheroBobHope (842869) | more than 9 years ago | (#12847710)

Hey, Nostradomus... if you look at Apples stock, it's pretty much already coming down. It's at 38 down from 45... And the plunge started when their earnings were GOOD but not GREAT... the stock market is a fickle, fickle mistress...

Goes to show your info is off... (0)

Anonymous Coward | more than 9 years ago | (#12847757)

The reason iPod stockpile is up is because of a trial deal with Walmart has now gone full scale and they needed to bone up on the players.

see MarketWatch story here [marketwatch.com]

The worldwide portable player market is expected to grow even more over the next few years. You can Google for it.

Remember "Intel Inside"? (2, Interesting)

Leomania (137289) | more than 9 years ago | (#12847596)

What a lame-ass thing to do, I used to think. Now Intel is more than just a brand, it's a platform; business bought into it, and you'll find there are many corporations that won't even consider AMD-powered equipment. I bet that's changing now, but nevertheless it's amazing the brand recognition a chip company managed to achieve.

Apple is to me quite the enigma. The company gets far more press and adulation relative to its size than any other company I can think of (not that I'm trying that hard; I'm sure someone will come up with some excellent examples). But its hardware has just about all of the issues that Dell and other PC makers have, be it computers or consumer electronics. Yet the overall feeling about Apple seems to range from more of a warm fuzzy to outright adoration; who else has managed anything even close besides Google?

- Leo

Re:Remember "Intel Inside"? (2, Insightful)

slashflood (697891) | more than 9 years ago | (#12847690)

Because Apple and Google is used by journalists.

Re:Remember "Intel Inside"? (1)

fire5ign (675508) | more than 9 years ago | (#12847797)

its hardware has just about all of the issues that Dell and other PC makers have, be it computers or consumer electronics.

Sure, there are lots of people mystified about this, given that the same electrons are used in Dells and in Apples. But seriously, the reason why Apple is such a hot brand is because Apple designs "experience", whereas Dell designs "hardware" and Microsoft designs "software". And until Apple's competitors get this distinction, they will continue to come out second best in terms of mind-share.

In fact, if you look at most of the top ten brands, (Starbucks is another good example), you will see that they have taken a lot of time to get user's experiences just right, and their corporate cultures value "experience design" highly as a core requirement.

Re:Remember "Intel Inside"? (2, Insightful)

frank_adrian314159 (469671) | more than 9 years ago | (#12847838)

Apple is to me quite the enigma. The company gets far more press and adulation relative to its size than any other company I can think of.

In many ways Apple's products are less performant speed-wise, but they are more elegant and polished. Think of it in terms of the auto world. People have always been willing to pay more for what they see as a more stylish alternative, especially when they don't have to get out and crank the motor to start it. The fact that they are able to provide these products while having only "the same level of problems as Dell" (something I dispute, but note that in any case Apple's customer support is much better) is why they're seen as the equivalent of a BMW and not an Alfa Romeo. Their style is the reason they're not seen as a Buick.

More importantly, style is hard to create, but easy to show - and to sell. Apple's ability to create a sense of style consistently gives it a tangible competitive advantage. Remember that Apple almost died when it tried to become another platinum corporate box in the early nineties. They started to forget their core advantages - style, elegance, ease of use, and polish.

What about hardware? (4, Funny)

Anonymous Coward | more than 9 years ago | (#12847613)

Interestingly, aside from Apple and Blackberry, no other computer hardware companies crack the top twenty brand value list(unless you count Samsung, but let's not), while five software-based companies, Google, Yahoo, Amazon, Pixar, and Ebay, are in the top ten.

What to do, then, if you are, say, the CMO of Dell computer? One idea would be to see what the top brands have in common. One notices that the two hardware companies mentioned have names that bring to mind round things, Apples and Blackberries.

Note also the popularity of double o's, Yahoo and Google both in the top 10.

Finally, we need a concept strongly associated with partying, bling bling, and sex, seeing as brands like Red Bull, Coach, and Victoria's Secret have done so well.

I therefore propose that Dell change its name to "Boobies! Computers". Yes, yes, you're welcome. No charge guys.

I can believe it (2, Insightful)

udderly (890305) | more than 9 years ago | (#12847614)

I know that it's due to the iPod, but lately I've been fielding a lot of questions from customers (even business customers) and other non-tech folks about Macs. Most are considering, for the first time, buying one. It's kind of a hunch but I think that they're moving beyond their usual market demographics.

I don't have one, but it will probably be the next computer I buy.

Re:I can believe it (0)

Anonymous Coward | more than 9 years ago | (#12847697)

"I don't have one, but it will probably be the next computer I buy."

Yep, nothing like wasting money on a platform that has just been EOLed by the company that makes them...

Huh? (1)

Dunbal (464142) | more than 9 years ago | (#12847616)

Who makes this stuff up? I've never even heard of Blackberry until today...

Re:Huh? (0, Offtopic)

wbren (682133) | more than 9 years ago | (#12847665)

Blackberry Inc. is a multinational conglomerate--with home offices in Southeast Asia--specializing in the growing, harvesting and exporting of blackberries to countries all over the world. The reported $1.4 billion in brand sales reflects the worlds growing appetite for blackberries and foods containing blackberries, such as blackberry pie.

Offtopic? I thought it was funny. (0)

Anonymous Coward | more than 9 years ago | (#12847740)

Mods are on crack.

Re:Huh? (0)

Anonymous Coward | more than 9 years ago | (#12847741)

> Who makes this stuff up? I've never even heard of Blackberry until
> today...

proof that it's one of the fastest growing brands - many people who've never heard of blackberry before will hear of it today!

Business Model (0, Flamebait)

wbren (682133) | more than 9 years ago | (#12847619)

...Apple has increased its brand value by 38 percent in the last four years, largely on the popularity of its iPod digital media device...
While it's nice to see Apple growing in popularity, I am concerned about Apple in general. The growth has been spurred on largely by sales of the iPod. That was fine a year or two ago, but with dozens of competing products introduced each year at significantly lower prices, how long can this growth really last? Won't the market become saturated with lower priced, average quality products?

Why buy an iPod when you can get a good player for much less money? Just because it's an iPod? Apple's share of the home computer markey is still quite low, and I can see their share of the MP3 player market going in that same direction. Add their shift to Intel into the mix and the situation is really questionable. I'm no business expert, so feel free to correct me.

Re:Business Model (2, Interesting)

timmyf2371 (586051) | more than 9 years ago | (#12847759)

I was made redundant at the turn of last year and with my redundancy package amongst other things I decided to purchase an inexpensive MP3 player and promptly headed over to Apple's website to purchase a 1GB iPod Shuffle however the insignificant difference in price between the Shuffle and the iPod Mini coupled with the free engraving service prompted me to spend more than I had originally intended.

Since then I've spent a little (not much) at the iTMS however most of my MP3 collection comes from CDs I have bought and as I don't buy much new music it's ideal for me.

You might be curious as to why I chose an iPod over something like a Creative player or similar which would have worked with the Napster-to-Go service (I use Napster subscription to listen to music on my workstation). The reason was pure and simple that it was made by Apple and their reputation of things "just working" plus of course it's nice design made it an instant decision and one which I don't regret at all. After installing the iTunes & iPod software it works a treat and does actually "just work".

With regards to their move to Intel, the recent speculation relating to their "Numbers" trademark, and the fact that Steve Jobs is IMO an astute businessman I've got the sneaky feeling that the processor isn't just a processor switch and is part of a longer term strategy.

Re:Business Model (1)

ztirffritz (754606) | more than 9 years ago | (#12847822)

Despite the flood of "iPod Killers" iPods have continued to increase market share. iTunes has also increased market share despite the flood of music subscription services. I could say that consumers must know something about a good product/service when they see it, but then again, most of them are using Windows, so that argument is worthless. They're just a bunch of Lemmings. At least iPods and iTunes Music Store are the best options.

whole foods #11? (1)

viva_fourier (232973) | more than 9 years ago | (#12847639)

...and ahead of Nike, Toyota, and Victoria's Secret?

Apparently [wholefoodsmarket.com] they generate $800/ft^2/yr --> 32+ million/yr which means that they expect people within a 20min drive radius to spend $160/person/yr.

I wonder how much these other companies(that I might not have any interest in) project that I will spend on them per year...

Re:whole foods #11? (1)

Foz (17040) | more than 9 years ago | (#12847686)

I'll spend significantly more than $160 at Whole Foods this year. In fact, I'll probably make up for your share pretty quickly too.

Re:whole foods #11? (1)

viva_fourier (232973) | more than 9 years ago | (#12847783)

Yeah, if I can get out of the grocery store under $160/person / month I'm lucky... unfortunately, you've have to work on your neighbor's share for Whole Foods, as I'm not in the 20min drive time region...

I guess I didn't realize the article ranked these companies solely on 4-year growth -- if you re-sort according to overall sales Whole Foods falls well below Nike,Toyota,VS, which all seem like they're much more established worldwide.

Kind of interesting (1)

neurokaotix (892464) | more than 9 years ago | (#12847643)

While Steve Jobs and Warren Buffet were having lunch one day (Steve said he wanted to consult Warren, which usually costs a pretty penny but he said he would be happy to consult for free) and Warren suggested pouring Apple's resources into its iPod product because it would definitely outsell everything else they were offering. Apparently the advice payed off big for Apple.

way to fill 6 pages... (2, Funny)

viva_fourier (232973) | more than 9 years ago | (#12847733)

Awesome -- if you try and click "Next" to read more of the article, it merely resorts the chart according to the different criteria -- total sales, current worth, etc.

Nice "article" -- it looks like they pulled it straight from an MS template retrieved from asking Clippy McPaperClip: "How do I keep my forbes.com job this week?"

"iPod digital media device?" (1)

katharsis83 (581371) | more than 9 years ago | (#12847809)

"iPod digital media device?" Is that really neccesary?

How about, "iPod mp3 player?"

wait 2 years. . . (1)

jafac (1449) | more than 9 years ago | (#12847848)

let's see how fast the brand grows when it takes on all the legacy cruftiness that is Intel's product-line of CPUs.
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