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Survey Shows Apple Most Innovative Company; Global Brand Value Up Over $1B

Survey Shows Apple Most Innovative Company; Global Brand Value Up Over $1B

by , 7:00 AM EDT, July 22nd, 2005

Apple is the world's most innovative company, according to a poll of 940 senior business executives from around the world.

The poll, commissioned by BusinessWeek magazine, found 24.84% of execs in 68 countries believe the Mac and iPod maker is the best company with innovative products and services. Apple beat out second place 3M, who came in with 11.77% of the vote.

Microsoft placed well back in third position with 8.53%.

"(Apple CEO) Steve Jobs has turned Apple into the paragon of the creative corporation," BusinessWeek editors wrote. "Companies throughout the world are deconstructing Apple's success in design and innovation, and learning the lessons."

The poll was conducted by the Boston Consulting Group for Business Week.

The poll results of the top 20 most innovative companies in the world were:

Apple Computer - 24.84%
3M - 11.77%
Microsoft - 8.53%
General Electric - 8.53%
Sony - 5.94%
Dell - 5.62%
IBM - 5.29%
Google - 5.18%
Procter & Gamble - 4.21%
Nokia - 4.21%
Virgin - 4.00%
Samsung - 3.89%
Wal-Mart - 3.24%
Toyota - 3.02%
eBay - 2.92%
Intel - 2.70%
Amazon - 2.70%
Ideo - 2.16%
Starbucks - 2.05%
BMW - 1.73%

In a related story also in Business Week magazine, Apple moved up two positions to 41st among the top 100 global brands for 2005

Apple moved up from 43rd in 2004, 50th in 2003 and 2002, and 49th in 2001. Apple's brand value reached US$7.985 billion in 2005, up over $1 billion from $6.871 billion the year before. The change in brand value was 16%.

Coca-Cola retained its first place position with a brand value of $67.5 billion.

Business Week's table ranks the top 100 global brands that have a value greater than $1 billion. The brands were selected according to two criteria: They had to be global in nature, deriving 20% or more of sales from outside their home country, and had to have publicly available marketing and financial data on which to base the valuation.

Observer Comments

Show: Subjects Only | Full Comments
Close Name:macnut Posts: 52 Joined: 28 Jul 2004
Subject: In other news...

Water is wet
Windows sucks
Hollywood is in California.

Close Name:Guest
Subject: Attack of the Clones

Yes but to think that 8.5% of the movers and shakers think MS is the most innovative and 5.5% Dell is just a tad scary don't you think. They probably put International Porkbellies Corp 2nd in their lists.

Close Name:Guest
Subject: er... $billions

I think you meant Apple's brand is worth $7.9 billion, Coca Cola's $67.5 billion

Friday morning typos...

Close Name:Guest
Subject: IBM vs. Intel

Just wondering if they completed the survey before or after the switch anouncement...if after, then the switch factor did not impinge all that much, if at all, on both companies.

Close Name:Guest
Subject: Pre-empting the trolls . . .

So, more evidence that Apple is doomed? ; )

BTW, isn't Dell innovation an oxymoron?

Close Name:Billy K Posts: 297 Joined: 06 May 2004
Subject:

Quote
Guest wrote:
BTW, isn't Dell innovation an oxymoron?


Actually, that 5.62% of the vote goes to Apple, since that's where Dell took all their "innovations" from.

Overall, this could be good, this could be not so good. Yeah, it probably means we're gonna be seeing a lot of white plastic and chrome, and just a lot of knock-offs in general. But everybody already knows Apple is the company to rip-off for style matters.

However, if executives actually study Apple's success, they'll see it's due to design, innovation, human interface and dedication to quality. All buzzwords folks throw around, but Apple actually implements them. If a company tries to copy Apple in *this* way, we could see a revolution in product design.

I'm not holding my breath, but I am ready for the white plastic onslaught. Have you ever hung out with executives of large companies? It's like being trapped in a bad movie filled with nothing but the worst business cliches...but it's REAL, man....

Close Name:Guest
Subject: Dell is innovative

But not in the areas we're interested in.

Close Name:Guest
Subject: Stop!

Please stop spreading FUD. Any Windows fanboy can tell you that Apple actually copies Microsoft's innovations. Poor Microsoft doesn't get any credit

Close Name:John F. Braun -   TMO Staff Posts: 233 Joined: 11 Jun 2001
Subject: Dell Innovation

Actually, I'd give Dell high marks in supply chain innovation. Steve used to compare Apple to Dell when talking about inventory on hand. Not sure where things stand now, but they are both pretty good when it comes to not having inventory sitting around doing nothing.

Close Name:Guest
Subject: Dell Business Model

The Business model is very innovative ...

Examples:

1.) They are now selling 24" Wide Screen LCDs for ~$800 (w/ coupons) where the rest of the industry is selling comparable products for $1500+

2.) They are also selling mid-to-high end laptops for $750 (w/ coupons) where other PC makers and Apple are charging about $1400+

Having said that, they established their business model years ago, but they are using in more areas now (Printers, PDAs, Plasma TVs ...) which is impressive.

I don't think any of their products are innovative at all ... but the model in which they can produce products at 1/2 the cost of every other PC maker in the world is unique.

I hope Apple can be as competitive once they start using Intels ... I am fully aware that TOC (Total Cost of Ownership) on a Mac is cheaper ... but that is hard to explain to 13 year old boy who gets an allowance.

Can you imagine a Mactel distributed from Dell?
Mac OSX stablity, elegance, and usability w/ the Intel speed and battery life at the cost of a Dell

Close Name:Guest
Subject: FUD

Quote
Please stop spreading FUD. Any Windows fanboy can tell you that Apple actually copies Microsoft's innovations. Poor Microsoft doesn't get any credit.

So true, but Apple does deserve some credit for inventing the first working time machine, so they can travel into the future to copy M$.

Close Name:Guest
Subject: Cheaper Macs

Quote
I hope Apple can be as competitive once they start using Intels
I wouldn't count on it. Just my 2Ñž worth. Even years ago, when Mac's used to cost a lot more than other PC's, it wasn't because they cost that much more to make, but because Apple wanted higher margins. I don't expect the Intel switch to affect price very much.

Quote
... I am fully aware that TOC (Total Cost of Ownership) on a Mac is cheaper ... but that is hard to explain to 13 year old boy who gets an allowance.
Perhaps this is a good economic less for the young lad? Or perhaps it would be a good time to teach him about "government" subsidies?

Close Name:Guest
Subject:

Quote
Perhaps this is a good economic less for the young lad? Or perhaps it would be a good time to teach him about "government" subsidies?
Ooops! Meant to say "economic lesson", not "less".

Close Name:Guest
Subject:

Quote
Billy K wrote:
Quote
Guest wrote:
BTW, isn't Dell innovation an oxymoron?


Actually, that 5.62% of the vote goes to Apple, since that's where Dell took all their "innovations" from.

Overall, this could be good, this could be not so good. Yeah, it probably means we're gonna be seeing a lot of white plastic and chrome, and just a lot of knock-offs in general. But everybody already knows Apple is the company to rip-off for style matters.

However, if executives actually study Apple's success, they'll see it's due to design, innovation, human interface and dedication to quality. All buzzwords folks throw around, but Apple actually implements them. If a company tries to copy Apple in *this* way, we could see a revolution in product design.

I'm not holding my breath, but I am ready for the white plastic onslaught. Have you ever hung out with executives of large companies? It's like being trapped in a bad movie filled with nothing but the worst business cliches...but it's REAL, man....

Actually if you look at the chart with the descriptions, the main Dell innovation is just their supply chain (aka low costs which the opposite of what Apple is).

Close Name:Guest
Subject:

Quote
Guest wrote:
Quote
Billy K wrote:
Quote
Guest wrote:
BTW, isn't Dell innovation an oxymoron?


Actually, that 5.62% of the vote goes to Apple, since that's where Dell took all their "innovations" from.

Overall, this could be good, this could be not so good. Yeah, it probably means we're gonna be seeing a lot of white plastic and chrome, and just a lot of knock-offs in general. But everybody already knows Apple is the company to rip-off for style matters.

However, if executives actually study Apple's success, they'll see it's due to design, innovation, human interface and dedication to quality. All buzzwords folks throw around, but Apple actually implements them. If a company tries to copy Apple in *this* way, we could see a revolution in product design.

I'm not holding my breath, but I am ready for the white plastic onslaught. Have you ever hung out with executives of large companies? It's like being trapped in a bad movie filled with nothing but the worst business cliches...but it's REAL, man....

Actually if you look at the chart with the descriptions, the main Dell innovation is just their supply chain (aka low costs which the opposite of what Apple is).


But Apple can't go the low cost route because that's not their aim. Apple is like the Lexus to the Dell's Toyota. Lexus isn't going to be innovative by selling cars cheaper. In fact, it would ruin it's brand by doing so. An overly cheap Apple would hurt the Apple brand rather than help it. Basically, cheap prices from Apple would cannibalize it's higher margin products.

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