April 21, 2008
Apple trails Google, Microsoft in brand power
Posted Apr. 21, ’08, 10:08 AM PT by Dan Moren
Category | Business
Perhaps we’ve grown complacent, but we’ve become used to Apple walking away with top marks in brand surveys. So we were a little surprised, upon the release of market-research firm Millard Brown Optimor’s most powerful brands list, to find that Apple didn’t even find its way into the top five.
I guess it shouldn’t be too shocking to find that Google held down the number one spot, for its third year in a row, followed by GE. But oh noes, is that Microsoft in third place? Well, I guess when your goal is world domination, you’re bound to be known in a few places. Behind the top three were Coca-Cola, China Mobile, and Big Blue itself, IBM (I have to admit that I’m impressed that IBM is still holding so strong these days). And then, we’ve got Apple in at lucky number seven, with a valuation $55.2 billion—nothing to sneeze at, as they still outranked McDonald’s, Nokia, and Marlboro (that’s right, Macs are better than smoking—you heard it here first). Apple did, however, kick tuchus in the brand value growth department, with 123%.
A bunch of other tech companies made the list elsewhere, including HP, Cisco, Intel, Dell, and BlackBerry (but not RIM, interestingly enough). You can check out the full 29 page report (PDF link) if you want the breakdown, including how they determine the valuation. About time, too: I was having trouble falling asleep last night.
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China Mobile ... really.
Ahahahah
Microsoft in 3rd, China Mobile and IBM above Apple? Yeah, how about Dell or Intel? Gimme a break
Someone paid for this, for sure. These guys may want to make quick bucks but it's bad for their reputation in the long term...