The 2011/05/30 at 08:44
“We take into account the financial performances of the brand, but also its strength. We try to give material form to the intangible: the affective tie of the consumer to the brand,” explains Laurent Dumouchel of Millward Brown. On the basis of these criteria, the US IT group Apple has dethroned Internet specialist Google as “the world’s most valuable brand”. Google had held this position since 2007. Valued at over 153 billion dollars (108 milliards euros) and growing by 859 % since 2006 (+ 84 % over one year), the brand with the apple logo is far ahead of its rivals. Retrograded to second spot, Google’s value fell by 2 % to 111.5 billion dollars (78.7 billion euros). IT group IBM comes in third with a value of 100.85 billion dollars (71.18 billion euros), up by 17 %. Followed by fast food group McDonald’s (81 billion dollars or 57.1 billion euros, + 23 %) and IT group Microsoft (78.24 billion dollars or 52 billion euros, + 8 %). The agency behind the survey has attributed Apple’s passage from 16 to 153 billion dollars (11.3 to 108 billion euros) to its ability to “command a high price premium and weather economic turbulence”. Indeed, while its rival Samsung witnessed the collapse of the progression of its profits in the last quarter, penalised by the price drops of its devices operating with Android, Google’s operating system, the firm based in Cupertino, California, has continued to up its prices and double its profits.
To give another example, the US giant Hearst has also bent to the desires of the inventor of the iPad by agreeing to sell its leading magazines including Esquire via the intermediary of iTunes – sales for which Apple will pocket 30 %. On Wall Street, investors are appreciating this domination. Since 2006, Apple’s share values have multiplied by five, while those of Google have “only” progressed by 40 %. As a result, the former is twice as weighty as the second in terms of stock capitalisation. And a change of guard seems to be in store. Thanks to the strongest progression (+ 256 %), Facebook is arriving directly at 35th position of the BrandZTop100, with a value of 19.1 billion (13.48 billion euros). The Wall Street Journal indicated at the start of May that the social network web site may well see its earnings before interest, taxes, depreciation and amortization (EBITDA) exceed 2 billion dollars (1.4 billion euros) in 2011, bringing its value up to 100 billion dollars (70.59 billion euros). Google’s Chinese rival, Baidu registered the second strongest ascension in ranking, going up from 46th to 29th, with an estimated value of 22.5 billion dollars (15.88 billion euros). Amazon and eBay reached the respective values of 37.24 and 10.7 billion dollars (26.28 and 7.55 milliards euros). The 21st century – the one where technology means making or breaking it.