updated 11:10 pm EDT, Thu September 18, 2008
Apple is a rising brand
Apple represents one of the fastest growing brands, according to a report in the Silicon Valley newspaper Mercury News. In the current feeble economy, this can be a particularly important asset. While companies with weaker brands are forced to cut their profit margins, customers will still pay more for the products that they consider top notch. In a survey earlier this year, the majority of marketers agreed that developing brands can offer some protection against a slump in the economy.
Apple's brand value increased to $13.7 billion, with the report crediting new iPods, iPhones, the MacBook Air, and Genius Bars as contributing to the forward push. Google, Amazon.com, Zara International, and Nintendo were also cited for strengthening their brands at an exceptional pace.
The research company Interbrand compared the brand's revenue, influence, and ability to sustain future revenue based on analysts' comprised reports, company information, market position, and perceived image. The biggest losers of brand value were mostly of financial companies, including Citigroup, Morgan Stanley, and Merrill Lyhcn, with significant losses from Gap Inc. and Ford Motor Co.