Apple The Current Fastest Growing Brand

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."

Comments

Pixar also on the list

[bsandersen]

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

-- Scott

Re:Pixar also on the list

[pohl]

he "is" pixar?

Yeah, apparently he picked it up for a paltry 10 million dollars in 1986, according to this

Blackberry?

[-kertrats-]

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?

[winkydink]

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.

Re:Blackberry?

[jeblucas]

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?

Slashdot

[Leroy_Brown242]

Apple: The fasest growing topic on slashdot!

The real story for IT types

[whitehatlurker]

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

Oh right, asleep.

Re:*Blackberry* is #2?!

[wqurg]

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

It's about growth, supposedly

[stripmarkup]

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.

What about hardware?

[Anonymous Coward]

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.