Millward Brown has just released their annual marketing research and intelligence report. As reported in Marketing Week, Apple’s 2013 brand value is just over $185bn and their rank 1st as the most valuable brand in the world. (Click here for the top 100 chart)
Millward Brown produces the BrandZ list that ranks global brands through financial strength and a brand equity evaluation. Global BrandZ director Peter Walshe is in charge of creating this highly valuable piece of information. He believes that Apple still seems to be a highly favourable brand towards consumers and feels as if brands can be sustained more than financials.
“What we see with the most popular or powerful brands is that brand lasts a lot longer, is more robust and doesn’t tend to slip as much, whereas the finances go up and down.” – Peter Walshe
Apple still remains a top this list despite decreasing stock prices and a negative investor stability. The ability to become a global brand in many different marketplaces is a pivotal drive for Apple’s overall success. Markets within China, Russia, and the Middle East have expanded and are now key markets for their business.
“Its brand value only increased by 1 per cent this year but it still holds the record for the most valuable brand. And it leads by a long way. The next brand in the ranking, Google, is worth $113.7bn, so Apple is $71.4bn ahead – nearly the value of Coca-Cola, which just shows how strong, powerful and meaningful that brand is,” explains Walshe.
Building a powerful brand name facilitates an increase in cash flow, a more predictable income stream, and the ability to use the brand as an asset (in terms of partnerships/sponsorships). Customers expect to receive a promise when buying from a certain brand. Apple has done an exceptional job are delivering quality products, supported by a trustworthy brand image.