The most valuable brand in the world: Apple | News

The anniversary of an event that almost resulted in the complete abandonment of the Apple brand has just taken place. As explained in more detail in this article, Sun wanted to buy the failed company at the time, but wanted to bury the Apple name. What was a strategy back then that couldn’t be completely dismissed sounds simply absurd today – as the current brand report from Brand Finance shows. There, Apple is in first place as the most valuable brand in the world for the third time in a row. In the first year of the ranking (2007), Apple was still in 43rd place.

Big Tech dominates
There are few surprises in the first five places, as Microsoft, Google, Amazon and Nvidia land behind Apple. However, there is a clear range in terms of the calculated brand value, as Apple is around $420 billion ahead of the graphics specialist Nvidia. These values ​​are intended to describe how much a brand would be worth if it could be sold separately from the company. Factors such as awareness, image, customer loyalty, pricing power (how much surcharge customers accept compared to similar products), but also forecasts regarding future developments are taken into account.

Apple scores with services
In the case of Apple, Brand Finance emphasizes that the 6 percent increase did not come from hardware, but from very high margin services such as the App Store, advertising and cloud offerings. Nvidia recorded a particularly strong increase, as its brand value more than doubled within a year.

Brand strength and usage: YouTube is ahead
In addition to brand equity, Brand Finance also looks at brand strength – meaning ubiquitous presence and accessibility. YouTube dominates here because no other offer attracts more people every day. Not only does the video offer have an awareness of 90 percent, but at the same time 70 percent stated that they use or want to use the service.