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Apple No. 2 in "high-impact" brands (behind Google)

updated 08:40 am EST, Tue February 3, 2004

Apple No. 2 brand


Apple in Interbrand's Brandchannel ranking of high-impact brands behind Google, but ahead of BMW's Mini (up from 11th last year). Interbrand, which conducted its poll of over 4,000 users via its brandchannel.com website, used a single criterion on which brands were ranked: "impact," which could be positive or negative. Coca-Cola, Samsung, Ikea, Nokia, Nike, Sony, and Starbucks rounded out the top 10 brands in the survey.


by MacNN Staff

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  1. MacNN.com Reader

    Fresh-Faced Recruit

    Joined: Jul 2001

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    02/03, 09:17am | report spam | Reply |

    iBrand

    Apple's mind share is emblematic of its marketing genius!
    --
    http://homepage.mac.com/johnhood

  1. MacNN.com Reader

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    02/03, 09:43am | report spam | Reply |

    Me No. 2 in Post

    Nuff said.

  1. MacNN.com Reader

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    02/03, 10:01am | report spam | Reply |

    Samsung??

    I love my Samsung monitor and my 20-year-old TV that still works great, but I didn't think they had a strong BRAND.

  1. MacNN.com Reader

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    02/03, 10:04am | report spam | Reply |

    Yep

    Apple is the king of marketing. Right up there with AOL in terms of getting people to use c*** just because it's got the brand.

  1. MacNN.com Reader

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    02/03, 10:21am | report spam | Reply |

    King of brands

    doesn't equal king of marketshare.

    Yea, everybody recognizes apple- they recognize that apple sells glossy, overpriced s***. If apple is a highly DESIREABLE brand, why is it more people aren't buying macs? Did apple actually s**** themselves by hyping up their brand? Now people think apple's stuff is way out of their league, so it's "look but don't touch"?

    I'll give you a story. I was in an apple store the other day- first time I went. The store is cool, but it just feels "weird". I can't discribe it. It's like apple pushes so hard to be different, half the time I felt like I was walking around in the twilight zone. You certainly don't get a feeling of warm familiarity- it's more like you're on an alien technology-filled planet. Now I consider myself a technology guy, but even I thought to myself "Damn. Can't apple make anything NORMAL?"

    There's a point when you push it so far that people start thinking it's not safe for them to buy because it's too "out there". People need a feeling of normalicy or they're simply not going to be interested. I wonder some times if apple pushed the whole "think different" thing too far.

  1. MacNN.com Reader

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    02/03, 10:38am | report spam | Reply |

    Re: King of Brands

    So, what is "normal"? What is a "normal" retail interior experience?

    Are these the obese, pimple faced twirps at Radio Shack. Or the dumb and equally clueless characters who lurk around BestBuy and Circuit City "helping" customers between playing shoot 'em up games?

    Apple is about a complete experience. Form, style and substance. Usability and elegance. Work and play and discovery and creativity. It's not necessarily about what you're supposed to do, it's about what YOU want and like and would like to do. Self-motivation. All pretty much foreign concepts in the Windows world.

    In an Apple Store you go in wander around and play with things...

    Macs just work. So what do you want to do? Check THIS out over here... iMacs, Powerbooks, G5s, still and video cameras, iPods, Mac OS X and other software. The stuff is all connected, so you can just try it out and see how it all works together.

    The agenda is to sell, obviously, but it seems that discovering possibilities is of equal importance. Apple and Macs have always been about empowerment. When you feel empowered, you can get a helluva lot done!

  1. MacNN.com Reader

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    02/03, 11:33am | report spam | Reply |

    Re: King of Brands

    "Can't Apple make anything normal." That's exactly the message Apple wants to send. They are not interested in creating something "normal", but rather something exceptional.

    The market is already overcrowded with the "normal" that appeals to the masses like Dell, Gateway, and so on. The list is endless and all of these "normal" companies make up a very large share of the market. Apple would loose big time trying to be yet another imitator like all of these companies.

    So Apple must stand out as a different kind of company for a different market consisting of computer users who do not feel comfortable following the masses.

    You (meaning the first poster on this point) are definitely not a target for the Macintosh. You are a follower and you are comfortable with what you see as "normal". There is absolutely nothing wrong with fitting in with the masses. Most people are that way.

    So Macs are NOT for you or people like you. The typical Mac profile consists of someone who cannot follow the masses and sees the world from as different (though not necessarily better) point of view. They want to be different. They want to stand out as unique if possible. They want a choice and to be free from the ugliness that is Windows.

    As many hours as most of us spend on the computer, a Mac user would fry his brains if he had to work continually in the blahness of Windows. It is absolutely depressing and most Mac users consider every aspect of using Windows a frustrating, painful and totally boring experience.

    For those who want plainness, grayness, sameness and narrow comfort zones, then you are the target market for Windows users. On the other hand, if you see the world as an exciting place where you are the master of the computing experience and the computer is your willing servant, then you are definitely in the market for a Mac.

  1. MacNN.com Reader

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    02/03, 11:49am | report spam | Reply |

    yeah!

    Atleast the computers in the Apple Store have Internet access.. I can't say the same of the ugly kiosked HP laptops in Best Buy- or the beastly looking eMachines celeron POS. That helped my mom in making the choice to go with a Mac- real world demonstrations of its uses. Besides, as the number of computers incrementally increase, even if Apple has 2%, it is really more like 10% of the computers being used for non-dummy terminal cash register type activities. Mindshare is important!

  1. MacNN.com Reader

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    02/03, 11:55am | report spam | Reply |

    viruses

    the 80,000 Windows viruses will only make the Mac more loveable. Market share will go up now that the mindshare is there again. Now if some of these entrenched IT MCSE peeps would see the light... maybe we will have Macs back at work one day. It makes NO LOGICAL SENSE to continue using Windows based PCs with the virus and worm problems, the security issues, the spyware, the licensing fees, the monopolistic tendencies of MS..... I could go on and on.

  1. MacNN.com Reader

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    02/03, 12:08pm | report spam | Reply |

    Irrelevant

    Google at the top? Does anyone not know who Coke is? I know my Mother doesn't have a clue about Google. Where is Google marketed anyway? I have never seen a page ad, commercial, radio spot, nothing coming from Google. Same for Apple to a lesser extent. A few spots here and there. I don't understand how this can be when others that spotted further down the list are much more prevalent in the marketplace, such as Coca Cola.

    BTW, what exactly is meant by "High Impact"?

    I believe this poll to be useless. A web only poll can only mean a biased poll. Not that I am unhappy with Apple being number 2 however I doubt Apple would make top 10 if this were expanded beyond web users.

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