News, info, and opinion by Mac users, for Mac users.

March 31, 2008

business

Apple is the brandiest of them all

Posted Mar. 31, ’08, 8:27 AM PT by Dan Moren
Category | Business

Apple logoThe awards, they just keep piling up for our favorite company. Last week, Apple came in number six on BusinessWeek’s “star performers” list. Now, they’ve captured top spots in almost every category on the 2008 Brandjunkie Survey.

BrandChannel.com surveyed almost 2,000 of their readers (74% of whom are in the marketing field) to determine the answers to such long-standing scientific brainteasers as “Which brand would you like to have dinner with?”; “If you were any brand, which would you be?”; and “If you love that brand so much, why don’t you marry it?”

Apple snagged top honors in six of the ten categories, including “What brand is most likely to revolutionize the branding industry in the next five years?”; “What brand can you not live without?”; and, my personal favorite, “What brand, if sent back 100 years, would have the biggest impact on the course of history?” Hmm. That’s a great idea for a sci-fi story…

It wasn’t all roses for Cupertino, though. They also grabbed the second place spot in “Which brand do you want to argue with?”, following Microsoft, with respondents commenting “I think they exploit their customers’ good will to extremes. How Apple gets away with it, that’s beyond me!” and “Why must you introduce a ‘new’ product every 3 months!!”

It’s hard to argue that Apple doesn’t have one of the most recognizable and positive brands in the world. Then again, as we know, that also makes them an extremely visible target when something goes wrong.

And, oh, if you’re curious, the brand I’d most like to have dinner with? The Pep Boys. I mean, come on, they look like fun, right?


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