iPhone #1 Social Brand

  • Posted: 08 May 2009 09:48 AM

    A new survey finds the iPhone as the most talked about brand, ahead of Apple itself, the number 3 most talked about brand.

    http://www.marketingvox.com/top-100-social-brands-iphone-ranks-1-044022/

    What is remarkable about this survey is just how successful Apple has been at establishing brands.  Only a few companies have established a top-100 brand both for itself and for a product (Sony and Playstation, Microsoft and Xbox).  Apple has FOUR top-20 brands (Apple, iPhone, iPod and Mac), three of which are in the top 10.

    Its hard to put a value on a successful brand, but for many companies, it is the most valuable asset they have.  Apple’s multiple brand values are off the charts, and should be reflected in any analysis of the value of AAPL.

    [ Edited: 08 May 2009 10:16 AM by macorange ]      
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    Posted: 08 May 2009 12:51 PM #1

    macorange - 08 May 2009 12:48 PM

    . . .should be reflected in any analysis of the value of AAPL.

    Don’t we wish.  :wink:

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    Posted: 08 May 2009 01:15 PM #2

    From the article

    “About the rankings: The Vitrue 100 is the result of Vitrues daily analysis of more than 2,000 popular brands and nd is based on the firm?s Social Media Index (SMI) which algorithmically captures a brand?s share of voice on the social web (including a variety of social networking, blogging, micro-blogging, photo and video-sharing sites). The Vitrue 100 was determined by averaging the SMI scores for each brand across each day in December 2008. The result is a ranked list of the brands which are most talked about on the social web.”

    So this is just a measure of how much a particular brand is being talked about. How often iPhone comes up relative to XBox for example. I don’t see this as complete. There’s a difference in being TALKED about vs being talked ABOUT. The stuff in December about the iPhone was in all likelihood good buzz from happy customers. I’d bet a lot of the XBox chatter was about the Red Ring of Death problem and how the Wii was kicking the XBoxes tail.

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  • Posted: 09 May 2009 10:32 AM #3

    Hard to figure quantitative dollar value on brand but for one company to have this many is extraordinary.  It is ‘‘iPhone’’ not ‘‘Apple’s phone’’ or ‘’ smartphone’‘. The ‘‘iPod’’ has become almost generic much like Kimberly Clarke’s tissue ‘‘Kleenex’’ has. ‘‘Apple’’ and ‘‘Mac’’ do not, in modern parlance, refer to fruit and raincoat.