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AAPL Stock: 119 ( + 1.4 )

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Apple sees \"staggering\" brand value growth

updated 08:15 am EDT, Fri July 23, 2004

Apple #43 in brand value

Apple, bouyed by the recent success of its iPod, has gained a "staggering" to $6.9 billion and rose seven places to No. 43, according to recently research by Interbrand. The top 10 in the 2004 Interbrand chart includes virtually the same companies as 2003, including Coca Cola, Microsoft, IBM, GE, Intel, Disney, McDonald's, Nokia, Toyota, and Marlboro. Coke, whose brand value is estimated at $67.4 billion, was down four percent since the 2003 rankings; No. 8 Nokia, falling two places since last year, saw a double-digit decline of 18 percent with a brand value of $24 billion, while Amazon saw a 22 percent rise in brand value to $4.2 billion, gaining eight places to No. 66.




by MacNN Staff

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  1. jimothy

    Joined: Dec 1969

    0

    OT: Nike

    I agree with the #1 pick, Coke, and am happy to see Apple move ahead, but surely Nike should be #2, or at the very least, in the top 10.

  1. Faizon318

    Joined: Dec 1969

    0

    umm

    pepsi is more well known then GE .. A guy on a farm wont know what GE is ?

  1. DeepDish

    Joined: Dec 1969

    0

    Confused about value

    Please educate me.

    If Apple has around $4 billion cash and lets say $1 billion in real estate and physical assets and a make believe value of $3 billion in pattents and now $6 billion in brand recognition, then to buy out Apple lock stock and barrol (whatever that means) it would cost around $14 billion.

    Is that how it works. I have know idea and was curious how it works???

  1. testudo

    Joined: Dec 1969

    0

    Re: confused

    Yep, that's how it works. Brand recognition is often mixed in with 'good will', which, believe it or not, is an amount of money a company can claim just by having a good name. For example, I'm sure Enron's good-will value has dropped precipitously in the last couple of years.

    Basically its a good balance sheet item (considered an asset, not revenue or anything). And it helps push a purchase price up. For example, say you're Joe Schmoe trying to get into the computer game. If you bought apple for just asset value, you'd be getting their good name for free, and as such you'd be starting much farther along then John Doe who took his billions and decided to start from scratch (people have heard of Apple, but not "Doe's computers"). It'd take John Doe many years to get the awareness that Joe started with by taking over Apple.

    Therefore, Joe would pay extra for that brand awareness value, not just asset value.

  1. z10n

    Joined: Dec 1969

    0

    Yup

    Apple is all about brand.

  1. abnyc

    Joined: Dec 1969

    0

    interbrand

    blows

  1. johnhood

    Joined: Dec 1969

    0

    iBrand

    Brand equity is the holy grail. Yes, beans are important but 'perception' is everything!

  1. talisker

    Joined: Dec 1969

    0

    confused...

    Apple is owned by its shareholders, so if you actually wanted to buy Apple completely you'd have to persuade them all to sell your their shares.

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