Apple World's most valuable brand 2011
Apple eclipsed Google to become top dog on the annual 2011 Brandz ranking from Millward Brown. The Apple brand alone has an estimated value of $153bn, almost half the company’s market capitalization (AAPL). The value of the Apple brand has increased by a staggering $137bn since 2006.
It is truly mindboggling what Apple has accomplished in just 5 years:
- Redefining the way we consume music, almost eradicating the CD format
- Revolutionising how we interact with phones, creating an “App ecosystem” allowing for 3rd party software solutions
- Creating a new category with the iPad, which may have the power to reshape the printed press industry in the same way iPod reshaped the music industry
- Leveraging design and user experience better than any other tech company
- Whilst being a brand for the masses, Apple has emulated luxury brands making their products more desirable by increasing price
Apple has created more brand equity than any company in history and has done so in a very short time frame. It was achieved with relatively modest advertising expenditure, focusing its investment on R&D and innovation to create radically better products and experiences for their customers. Steve Jobs seems to have a Midas touch in anticipating rather than merely responding to customer needs.
One of EDGE’s core capabilities is decoding and anticipating customer needs. It’s gratifying to see what can happen when customer needs becomes the cornerstone of the company’s growth strategy.
The Apple story is truly inspirational and we are eager to see how the Apple can carry Jobs’ legacy forward. Meanwhile, we will continue to capture the great learning this story has to offer.
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