The recent release of the Millward Brown Optimor’s BrandZ survey named Apple as the world’s most popular brand. Ending Google’s four-year reign at the top, Apple has achieved a cult-like following after reinventing the personal computer, transforming the way we buy music and creating an insanely popular portable tablet.
The report continues to show the popularity of technology brands in recent years. Representing only a few spots in the 2006 top 10, technology companies now occupy 4 of the top 5 spots in this year’s list. It’s representative of a global shift in telecom and technology usage amongst an ever-growing number of people with access to data – even in developing regions of the world.
Millward Brown determined 2011’s most popular brands by first looking at earnings data. Next, they look to international survey results. Each year they survey about 200,000 people in countries that account for 85% of the world’s GDP. TO identify those that are loyal to a brand, they separate out those that are purchasing based on price and location, so that they focus on people buying the brand for reasons other than convenience. That helps determine what portion of the company’s total earnings are driven by their brand. Finally, they look to consumer loyalty and future earnings projections to determine if the brand will continue to be strong.
The top five:
Apple – with a calculated brand value of 153.285,000 Apple saw an 84% increase in value since the 2010 report. Innovative products like the next generation iPad and iPhone have continued to raise brand awareness.
Google – with a brand value of $111,498,000, Google saw a 2% decrease in brand value from last year. Google’s entry into mobile technologies and internet software offers users new ways to experience their substantial internet brand.
IBM – with a brand value of $100,849,000, IBM saw a 17% increase in brand value from the 2010 report. The company continues to continues to evolve from a hardware company to a service based knowledge leader, helping businesses use technology to achieve a competitive advantage.
McDonald’s – brand value of $81,849,000, IBM saw a 23% increase in brand value from last year. The current recession has driven consumers to experience the value of their products. The company used the opportunity to introduce the brand to a new audience through premium menu items and healthier options.
Microsoft – with a brand value of $78,243,000, IBM saw a 2% increase in brand value from the 2010 report. The Microsoft brand has grown to include more than the Windows operating system. Computer accessories, utility software, and the Xbox gaming platform help consumers identify with this technology giant.
Craig Johnson is the chief strategist and co-founder of Matchstic, a premier brand identity house. His Atlanta based branding agency helps organizations create passionate brands that are memorable, relevant, and lasting. Specializing in brand development through process driven solutions, Matchstic’s services include: brand audit, brand positioning and strategy, brand and product naming and brand identity development. Matchstic’s brand architects forge positive change and accomplish business objectives through creative thinking and smart design.
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