Apple named top brand

Apple -History, Brand Value and Brand Strategy

In the world of technology, we are habituated with hearing numerous brand names. Those brands have come up with various such flagship products which are quite useful in our daily lives. But have you ever given a thought who were the initial brands who revolutionised the way we use gadgets today? Well, Apple is one such example.

Apple Brand History

Apple Inc., currently headquarter in Cupertino, California, US was founded in 1976 by founders Steve Jobs, Steve Wozniak and Ronald Wayne.

Initially started as Apple Computer company, the company’s first product was the legendary Apple Computer I which was created by the self-taught electronic engineer Steve Wozniak in a garage. But Apple Computer I consisted of only the motherboard and lacked the basic peripherals such as mouse and keyboard.

The first ever sell off

Their product was sold at $666.66 in July 1976. On January 3 rd , 1977, Apple Inc. was incorporated but without Ronald Wayne. Twelve days after having co-founded Apple Inc., Wayne before leaving, sold his share of the company to Steve Jobs and Wozniak for $800. Then Mike Markkula stepped in and provided a funding of $250,000 during the initial days of Apple.

After five years from the initiation of the company, the revenues doubled every four months. From the initial year 1977 to year 1980, the annual sales saw a rise from the initial $775,000 to $120 million with an average growth rate (annual) of 540%.

The change of hands and breakthrough

After that, Apple II was invented in 1977 and Apple III in 1980. After the success of the company in the following years, Jobs began with the idea of implementing GUI(Graphical User interface) in the future computers and began developing Apple Lisa.

Then came Macintosh and one button mouse which revolutionised the personal computer industry for good. Former PepsiCo CEO John Sculley became the CEO of Apple in 1983 and Steve Jobs left the company.

Sudden decline

Apple saw a gradual decline after Jobs left the panel and stocks began declining with time. In 1997, Steve Jobs took hold of his founded company and his aim was to make the company profitable again. Under his leadership, Apple released its bestselling trademark products, namely Mac OS X, iPad, iPhone, iMac, MacBook and iTunes. In 2011, Steve Jobs announced his retirement and Tim Cook took over the position of CEO.

Apple Brand Value

During 2016–2017, the net sales saw an increase of 6%. As per statistics report of 2019, Apple has generated a revenue of approximately $260,000 billion.

It has an operating income of around $63.930 billion and net income of around $55.256 billion. Apple has 137,000 employees working under the umbrella.

The retail chains

It has opened up more than 500 retail outlets across the world and has established a strong global presence. Apple has been credited as one of the most valuable companies and highly profitable giants in the tech industry. It is highly known for brand loyalty and high standard hardware and software support. After Samsung and Huawei, Apple stands at the third position in smartphone manufacturing.

In US market, Apple became the first ever company to have surpassed the valuation of $ 1 trillion mark and also the first publicly traded US company in 2018. It has been estimated that more than 1.4 billion products have been sold and used worldwide.

Apple was ranked on 4 th position on Fortune 500 ranking scheme. Apple has the highest market value $ 960 billion among the top 100 largest companies in the world and the ultimate brand value of Apple in 2019 was $ 310 billion.

The Apple SKUs

Apple iOS : As per Apple, there are currently 1.4 billion iOS users globally.

iPhone: There are 950 million iPhone users currently globally.

MacBook : There were 19.50 million units sold globally as per 2017 report. There was an increase in revenue to $26 billion.

Mac OS X : Mac OS X accounted for 8 percent of global computer operating systems market as of September of 2017.

Apple First : Apple Watch captured 50% of the market for wearables in 2018.

Apple Brand Strategies

Apple’s branding strategies focusses on human emotions and customer preferences. Apple believes in innovation and creative inputs and it has proven to be a visionary in the tech industry.

The customer and brand loyalty are very strong and customers prefer using Apple products due to various facilities. One of the topmost features is Apple’s security and seamless service. From a brand architecture viewpoint, the company maintains a master brand identity.

The Halo Effect

Apple was earning substantial amount of profits from their flagship products such as iPhones and MacBooks, but they thought of expanding their company and ventures to gain a better hold in the tech market. Then came up the iPod Halo effect.

The brand wanted to accumulate and drag customers into products like iPods and Mac OS and create a different market segment which will entice them to venture into other Apple products. This strategy proved to be an effective one.

The benefit

The benefit of this strategy was that people became more interested in other Apple products and the sale of iPhone and MacBooks rose dramatically. As a part of the branding strategy, Apple renamed their flagship Mac OS X to OS X.

Siri (Virtual Assistant)

Siri was one such creation of Apple in speech processing and voice modulation. In the mid October, 2011, Siri was enabled with features such as interactive inputs and outputs and voice recognition features and it was first introduced in iPhone 4S smartphone.

From 2012, Siri was introduced in iPads, Apple Watches, Apple TVs an macOS Sierra. Siri then became a household name and started gaining immense popularity.

The way Siri has been marketed by Apple paved the way for more brands coming up with similar technologies. Later Google came up with Google Assistant for Android phones which has the exact same features as Siri.

Voice modulation and AI interactivity has been furthermore researched and developed after that. Siri was indeed a marketing hit and one of the best advertising and marketing campaigns ever run by a tech company.

Green Energy

Apple is now powered by green energy and the company has investment a huge sum in deployment and usage of green energy. The usage of solar panels and the Fort Churchill solar project has contributed largely to the usage of green renewable energy and helped the giant reduce carbon footprint gradually.

Apple also issued a $ 1.6 billion climate bond which will help other climate related projects by financing them and helping them thrive in the future.

Conclusion

The tech industry giant has made some remarkable inventions and changed the ecosystem of tech industry in a positive way. Since it’s inception, Apple has been through a lot of changes both internally and externally but that one thing which made Apple a giant is the customer loyalty towards the brand.

This is an inspiration for other brands in the same industry and Steve Jobs has been regarded as the idol for many budding entrepreneurs. The way Apple has been functioning, it is expected to rise furthermore in the future and many innovations are yet to be unfolded by this magic brand.

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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.

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Apple named Interbrand’s top global brand for eighth consecutive year

AppleInsider is supported by its audience and may earn commission as an Amazon Associate and affiliate partner on qualifying purchases. These affiliate partnerships do not influence our editorial content.

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.

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Apple named world’s most valuable brand, beating Amazon and Google

AppleInsider is supported by its audience and may earn commission as an Amazon Associate and affiliate partner on qualifying purchases. These affiliate partnerships do not influence our editorial content.

Apple has again been named the most valuable brand in the world by Brand Finance, in both its US and global ranking. Its rise is attributed to its diversification into services, including Apple TV+.

Five years after it last held the title, and then barely hung on to second place, Apple has reclaimed the top spot as Brand Finance’s most valuable brand in the world. Heading both the Brand Finance US 500 2021, and the company’s Global 500 2021 listings too, Apple’s brand value is estimated at $263.4 billion.

Reportedly, that is an 87% increase in estimated value since last year, which the company attributes to Apple’s diversification.

«Under Tim Cook’s leadership, especially over the past five years,» notes Brand Finance in a report summary, «Apple began to focus on developing its growth strategies above and beyond the iPhone — which in 2020 accounted for half of sales versus two-thirds in 2015.»

«The diversification policy has seen the brand expand into digital and subscription services, including the App Store, iCloud, Apple Podcasts, Apple Music, Apple TV, and Apple Arcade. On New Year’s Day alone, App Store customers spent US$540 million on digital goods and services,» it continues.

«Steve Jobs’ legacy continues to flow through Apple, with innovation built into the brand’s DNA,» said Laurence Newell, managing director of Brand Finance Americas, in a statement. «As Apple reclaims the title of the world’s most valuable brand from Amazon five years since it last held the top spot, we are witnessing it Think Different once again.»

«From Mac to iPod, to iPhone, to iPad, to Apple Watch, to subscription services, to infinity and beyond,» continued Newell.

Brand Finance’s metrics for calculating these values are a proprietary, though it has previously said that they meet international standards.

According to these figures, Amazon dropped from the top spot, having «managed to record a healthy 15% brand value growth to $254.2 billion.» Brand Finance notes that Amazon is «one of the few brands that benefitted considerably from the pandemic.»

Google moves to third place with what Brand Finance says is «its first ever decline» in brand value. The company attributes this to the coronavirus impact.

In the technology and media sectors, Tesla is listed as the fastest-growing brand in the rankings. And Netflix «enjoyed a spike in usage» because of the pandemic.

Other companies fared worse because of coronavirus. Boeing, American Airlines, United Airlines, and Delta, all lost around 40% of their brand value in the rankings.

Comments (12)

lkrupp

So what? Does this ranking translate to anything meaningful or is it just the bullshit it appears to be? How does one determine the ‘value’ of a brand anyway and how is it useful?

mark fearing

I think there are ways to determine the value of a brand. It’s not rocket science and you can look at it from multiple perspectives attached to mindshare and dollars. But what is odd is why Google would be on a list when Google makes. not a lot. They don’t come in contact with ones lifestyle in multiple ways, do they? I’d think Coke and Disney would be above Google for brand value. Or is it technology company brands only? I’d still put Amazon above Google for brand value.

But I a generally agree with the above post. It’s rather silly and worthless, but I think there are metrics that you could look at. What that actually means is where the silly comes in.

flydog

You don’t understand the meaning of the word value? Here is a simple example that may reduce the fog in your brain:

The value of a $100 bill is higher than a $1 bill. Because the value of the $100 bill you can buy more things with it. For example, if a pack of gum costs $1, you can buy 1 pack of gum with the $1 bill. But with the $100 bill, you can buy 100 packs of gum.

So the $100 bill has more value than the $1 bill

MacPro

It reminds me of the beauty pageant business, it’s about those running them making money never really about the contestants.

kkqd1337

Apple has a lot of brand consistency and purity earning them loyal lemmings/cash cows. Cracks are starting to show in the mask however. But they are managing to keep up the show at the moment.

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