Report: Apple’s Brand Worth More than Microsoft, Google, Coke

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A new report out of Europe on brand value shows that Apple has the number one brand globally, with a brand value of nearly $96 billion.

Eurobrand published several reports covering more than 3,000 brands in 24 countries and 16 industries. IT & Technology brands dominated. With Apple in the lead at $96 billion, Coca-Cola came in second at nearly $76 billion, and was the only Consumer Goods brand in the top five. Behind that were Microsoft ($71 billion), Google ($66 billion), and IBM ($64 billion). The top five brands were also all American.

In the figure below, Apple is the clear brand value leader, outpacing #2 CocaCola by a wide margin. The farther down the list you go, the closer the remaining nine are, with the bottom five all being neck and neck.

Top 10 Global Brands

Chart by The Mac Observer from Eurobrand data

Brand value is an intangible asset that is an indicator of the financial power of a company. It is often used during mergers and acquisitions to determine the value of a company beyond its physical assets. Eurobrand’s valuation also includes patents, something that Apple has a slew of. Brand value is influenced by “law, market and finances plus behaviour for brands and technology for patents.”

One of the benefits is “that strong brands with clear core values … suffer less than others in difficult times,” a concept that at least applies to Apple.

In the figure below, we show the Top 10 global brands as a percentage.

Top 10 Global Brands

Chart by The Mac Observer from Eurobrand data

 

 

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19 Comments Leave Your Own

BurmaYank

”...value of a company beyond it?s (sic) physical assets.”

It’s gotten to the point, now, that I can immediately know almost certainly & without needing to check, that a TMO article was written by Julie Kuehl as soon as I see the word, it’s (mis)used in the article as the possessive case of the word, it (instead of as the proper contraction of “it is”). 

Please, world, can’t we allow the proper possessive case of the word, “it” to continue to be its?

(I know, “BurmaYank - Why don’t you get a life?!” Anyway, thanks, Julie, for that interesting information.)

Lee Dronick

Pall Mall? Is that the cigarette brand? If so I have noticed it being a popular brand here in San Diego. Maybe it is, or it’s if you prefer, because smoking is not itself is not popular in this town. Well tobacco smoking, it seems that we have more medicinal pot clinics than Starbucks.

davebarnes

Pall Mall?
@Harry
That was my first reaction to this, also.
Pall Mall is ahead of Marlboro?
Pall Mall is equal to Pepsi?
Pall Mall ahead of Toyota? (Have you tried mounting a machine gun on the back of a pack of cigs when trying to overthrow your government?)

davebarnes

Please, world, can?t we allow the proper possessive case of the word, ?it? to continue to be ?its??

You go.
No excuse for this poor grammar.

Lee Dronick

Pall Mall?
@Harry
That was my first reaction to this, also.
Pall Mall is ahead of Marlboro?
Pall Mall is equal to Pepsi?

Marlboro seems to be the brand of choice here. Perhaps Pall Mall is more popular outside of the United States, in places where smoking tobacco is still quite common.

Pall Mall ahead of Toyota? (Have you tried mounting a machine gun on the back of a pack of cigs when trying to overthrow your government?)

Let us not get technical smile

mhikl

Please, world, can?t we allow the proper possessive case of the word, ?it? to continue to be ?its??

BurmaYank. It?s a conundrum. Most times ?s stands as a possessive. The little bugger stands out as an aberration and I have to consciously reread my own prattling to weed out a miss use. I have had to do this since Grade 4 awareness. It is an anomaly of our written language conventions at war.

I suspect Mme Kuehl may be more right brain directed, which would tend to make such errors more difficult to address by intuition. Her subtle sense of vocabulary and the wider and more interesting range of her sentence structure is the trade-off to the formal, more trite style of many counterpart left-brainers.

Well tobacco smoking, it seems that we have more medicinal pot clinics than Starbucks.

The world is full of surprises and both pot and cigarettes wreck havoc on the lungs. Fortunately there are brownies and e-cigs (RY4 rules, my man) for the pure of lung, one of which I am enjoying in our smoke-free environment. And still some old hounds do punish with the wilful eye.

edited = adjusted for another one of those sneaky little grammar gremlins.

Lee Dronick

BurmaYank. It?s a conundrum. Most times ?s stands as a possessive. The little bugger stands out as an aberration and I have to consciously reread my own prattling to weed out a miss use. I have had to do this since Grade 4 awareness. It is an anomaly of our written language conventions at war.

I highly recommend the book Eats, Shoots & Leaves it is a fun and easy to read book about punctuation.

“Like stones, words are laborious and unforgiving, and the fitting of them together, like the fitting of stones, demands great patience and strength of purpose and particular skill.”

Edmund Morrison

mhikl

I highly recommend the book Eats, Shoots & Leaves it is a fun and easy to read book about punctuation.

Ah Harry, books about punctuation. I am such a collector and most sit placidly by waiting to be referenced but must lay there ne’er abused by soiled fingers. But fair damsel Truss is finger worn upon my reading table and always close at hand an ebook well annotated. The image of the lady and her apostrophe-on-a-stick underneath a perpetrator?s sign simply brings me to hysterics.

Lee Dronick

Ah Harry, books about punctuation. I am such a collector and most sit placidly by waiting to be referenced but must lay there ne?er abused by soiled fingers. But fair damsel Truss is finger worn upon my reading table and always close at hand an ebook well annotated.

She writes very well. Furthermore it is not a big book, one can read it in a short time. It is available in the iBook Store.

Grrrrrr, annotating books. The one that I am currently reading I checked out of the City Library. A previous reader annotated it and I find it quite distracting to my reading. At least it was done in pencil so that I can erase the marks when I come upon them.

Ross Edwards

I know, ?BurmaYank - Why don?t you get a life?!?

We writers can’t help noticing apostrophe abuse.  As Gollum would say, “It burnssss ussss!”

That said, great article otherwise smile

Lee Dronick

We writers can?t help noticing apostrophe abuse.?

Sometimes I feel that we are fighting a desperate battle against the juggernaut of LOL.

As Gollum would say, ?It burnssss ussss!?

Good one!

Agee

The world is full of surprises and both pot and cigarettes wreck havoc on the lungs.

Should that not be to ‘wreak’ havoc on lungs?

Lee Dronick

Should that not be to ?wreak? havoc on lungs?

Or “reeks” havoc as the case may be.

mhikl

At least it was done in pencil so that I can erase the marks when I come upon them.

Such is public mischief, vandalizing public property.

Had a friend at university who was anal about annotations and wouldn?t put a mark in his (or any other book) save his name.

But a wise man, my dad, once told me that a book without your thoughts upon it, you really didn?t own. So my books (and now ebooks) my diaries are, and a joy it is to see what a small boy wrote when he, pound for pound, knew more than I do now. Scary thought.

mhikl

mhikl said:
The world is full of surprises and both pot and cigarettes wreck havoc on the lungs.
Should that not be to ?wreak? havoc on lungs?

Namaste, Agee. When I complained to a friend at U about my trouble with spelling he told me I suffered from the reader?s problem of reading too fast. Told me to take time to look at any problem word. Good advice, unless you don?t know you are misspelling the word. I just took a looong look at both wreak and wreck making note of the ea long sound so I hope it is in its proper place when I need it again. (The Wreak of the Hesperus still looks fine to me, dang.)

Or ?reeks? havoc as the case may be.

ha! little gets by the master of homophones and other language hilarities.
(Lame, I know, but I was trying a morph with irregularities but nothing worked.

Lee Dronick

Namaste, Agee. When I complained to a friend at U about my trouble with spelling he told me I suffered from the reader?s problem of reading too fast. Told me to take time to look at any problem word. Good advice, unless you don?t know you are misspelling the word. I just took a looong look at both wreak and wreck making note of the ea long sound so I hope it is in its proper place when I need it again. (The Wreak of the Hesperus still looks fine to me, dang.)

Unless it is a short post I usually compose it in TextEdit then paste it into the comment box. That seems to help, among other things, in finding those homophones and correctly spelled incorrect words.

You should have been at the Shakespeare Society reading on Wednesday evening.  We paired up into several groups and each of us wrote part of a sonnet. That was fun and it was amazing how well it worked when we put it all together.

Julie Kuehl

Thanks for the eagle eyes. I’ve corrected the typo. Sorry about that.

cb50dc

(shifting from punctuation and spelling to grammar)

we have more medicinal pot clinics than Starbucks.

Oh, now Starbucks has medicinal pot clinics? And you have more of them than Starbucks does? grin

Lee Dronick

Oh, now Starbucks has medicinal pot clinics? And you have more of them than Starbucks does?

I meant “We” collectively as San Diego. Actually the pot clinics are collectives, and not retail stores. They will soon be shut down, the Feds are coming after them.

Starbucks does sell my drug of choice, coffee.

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