Wed, May 23, 2012 page10

• Apple still dominates world’s top brands: study

  A NEW WORLD: Technology firms accounted for seven of the top 10 brands, the Millward Brown study found, showing the centrality of technology in modern life

  • Reuters
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  Apple Inc has maintained its place as the world’s most valuable brand over the past year, leading a group of technology-related companies that dominate the top 10, according to a study published yesterday.

  The iPhone and iPad maker has boosted its brand value by 19 percent in the past year to US$183 billion, or 37 percent of its market capitalization, according to the annual BrandZ study by leading brands and market-research agency Millward Brown.

  Facebook, with a market value of US$82 billion after its initial public offering last week, was the fastest climber in the top 100, seeing its brand value rise by 74 percent to US$33.2 billion to put it in 19th place.

  Seven of the top 10 were -technology-related firms, although McDonald’s and Coca-Cola kept their respective No. 4 and No. 6 rankings.

  Marlboro moved up a notch to seventh place despite anti--smoking campaigns in much of the world.

  Nick Cooper, managing -director of Millward Brown Optimor, which produced the study, said the strength of technology brands was a measure of the central and transformative role technology plays in contemporary life.

  “It’s all pervading and there’s a lot of excitement and new news,” Cooper said. “This is where it’s all happening. That tends to increase not only the demand and financial performance, but also the role of brand.”

  Millward Brown, part of global advertising group WPP, takes as its starting point the financial value of the company or the part of the company that produces the brand and combines it with the brand’s ability to create loyalty.

  “When cars first appeared or when air travel first appeared, they became liberating. It’s the turn of the technology sector at the moment,” Cooper said.

  Business technology brands also featured prominently in the top 10, with IBM switching places with Google to rise to second place. Microsoft kept its position at No. 5.

  Cooper said the so-called consumerization of information technology, in which business hardware and software makers increasingly have to come up to the standards that consumers are used to in their private lives, played a role.

  “The brands that are generally demonstrating the best growth are those that tend to be occupying spaces where there is a lot more intuitive natural use, where the consumer experience is informing the B2B experience rather than the other way around,” he said.

  Mobile phone brands AT&T, at No. 8 and Verizon, at No. 9, followed by China Mobile (中國移動), completed the top 10.

  However, some technology brands were vulnerable to public opinion swinging against them, especially over emotive issues such as privacy, where Facebook and Google have already suffered a backlash for gathering large amounts of user data, he said.

  “Consumer technology is receiving the same kind of scrutiny once reserved for banks, and brands will have to respond convincingly to increasing regulatory oversight. This may impact social brands like Facebook in the future,” he said.

  Cooper added that Apple’s increasing its brand value despite the death of visionary Apple founder Steve Jobs in the past year was extraordinary.

  “They are catchable, but they’ve either got to falter or someone else has got to put on a sprint,” he said.
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