“Google enters 2017 as the world’s most valuable brand, knocking Apple off its perch for the first time in five years, according to this year’s Global 500 report from leading valuation consultancy Brand Finance,” Luke Stangel reports for Silicon Valley Business Journal.
“Google’s brand is now worth an estimated $109.4 billion, an improvement of 24 percent over its value last year,” Stangel reports. “Apple brand value dropped 27 percent — the single largest drop of any company last year — to $107.1 billion, Brand Finance estimates. The consultancy generally defines ‘brand value’ as the amount of money it would take to hypothetically license a brand name.”
“‘Apple has over-exploited the goodwill of its customers, it has failed to generate significant revenues from newer products such as the Apple Watch and cannot demonstrate that genuinely innovative technologies desired by consumers are in the pipeline,’ Brand Finance wrote. ‘Its brand has lost its luster and must now compete on an increasingly level playing field not just with traditional rival Samsung, but a slew of Chinese brands such as Huawei and OnePlus in the smartphone market, Apple’s key source of profitability,'” Stangel reports.
Read more in the full article here.
MacDailyNews Take: Oh, so after all, it’s just a bunch of “valuation consultancy” hokum. Noted.
that’s one down….out of the top five by 2018.
Botvinnik predicts.
Nope ! Masuta 😉 …
It is nice to see you “predicting” rather than “declaring,” or “asserting.”
However, I would be remiss in failing to point out that your predictions do not have a strong track record. In addition, this is a rather inane ‘brand value’ assessment.
I could not find the full list, but Facebook was #9 at $61.9B, so Apple would have to fall pretty far. Interestingly, Intel was #59 at a bit over $20B. Load of rubbish.
I predicted for over eight months that Donald Trump would be our beloved president…and by golly, he is!
I know, right? Don’t that take all!
lol, helluva deal, huh?
I’m making popcorn and watching the show. Unfortunately it’s a tragedy.
Yes it is, my heart is broken over the demise of the Democrat Party…without them, who will create the next KKK? The next BLM? The next La Raza? Where will they go, what will they do?
Frankly, my dear, I don’t give a damn.
You seem to have forgotten about the political reversal in the ’60s.
Not all Republicans are deplorables, but we know where which party has most of the deplorables.
Say hi to David Duke for me, he’s one of yours.
Democrats at least pushed the equal rights movement, which turned the South red.
that’s interesting, but I’m not a republican.
“Democrats at least pushed the equal rights movement, which turned the South red.”
Actually, you’re wrong yet again. It was indeed Southern Democrats who blocked Ike’s Civil Rights Act of 1957.
“Those who cannot remember the past are condemned to be libtards.”
Did you even read what you wrote?
Southern Democrats (conservatives) wanted to block Ike’s reforms. (Ike was the last decent Republican I would have voted for). When Northern Democrats (Progressives, liberals) finally pushed through the Civil Rights Act, the Southern ones became Republicans.
Now, don’t you have to get your hood dry cleaned?
Ike’s Civil Rights Act was blocked by Democrats, you idiot…get a fücking library card. You weren’t even alive during those times.
Those were Dixicrats you imbecile.
they were DEMOCRATS…I don’t have time for this horseshoe today.
And they became Republicans… Back to your Alternative Facts world.
Last night’s riots added about 5 points to Trump’s approval rating.
The left is self-immolating. I am celebrating.
Botty, you’re truly funny. Last time we talked about his poll numbers he pretty much define the douchebag category.
Trump
President? Yes
Beloved? Not so much by many.
Now ducking for cover!
lol, you’re fine iBob.
botvinnik: ust because you got on prediction right, doesn’t make you infallible. That’s ridiculous.
home keys, Wade, home keys.
President, for a while. Beloved, never.
What do they say about those who speak of themselves in the third person. Couple steps from the padded cell tnough in all honesty you have a head start.
You have been proven wrong by the Apple report on earnings.
It’s funny you claim vindication by this arbitrary opinion, when the facts totally contradict you.
hey, ‘tard, it’s not January 1, 2018 yet, is it?
Bot, your weenie is showing. Please put it away. Oh and please go away as well. I’m sorry to report that I diagnose senility.
This had to come from CNN to try to poop AAPL’s big day…as always, a partial truth. 79 million iPhones in a saturated market, and Google gets the headlines. Typical media…and people will always be dumb enough to believe them and give them the ratings.
Huawei and OnePlus? For a minute, I thought this was April Fool’s Day.
Third place went to BlackBerry. They say these guys are the best when it comes to branding.
I noticed it was Amazon in 3rd place with BlackBerry not even in the top 24. What article did you see your ranking in?
http://finance.yahoo.com/news/the-worlds-most-valuable-brands-112224294.html
I think Forbes is going to be more reliable:
http://www.forbes.com/powerful-brands/list/
1- Apple
2- Google
3- Microsoft
4- Cocaine-Cola
5- Facebook
6- Toyota
7- IBM (although they may have dropped this past week *cough*)
8- Disney
9- McDonkey’s
10- GE
11- ScamScum
12- Amazon
Blackberry isn’t on the top 100 list. Gone.
This is rigged? Right?
We see clearly now…
I don’t care what you use to evaluate the value – Google is worthless.
It is one of those stock that it is good to own because if it goes up, you make money, and if it goes down, you’re even more happy. 🙂
Besides, isn’t it “Alphabet” now?
No. The brand is Google. Alpahabet is merely the parent company.
Did these Jokers see the Financial announcements yesterday? or did they write this opinion piece before the earnings and numbers release expecting it to drop and got screwed because they bet wrong?
I think this Brand value is more based on perception and Ad-associated value than what the company’s market cap is at.
Speaking of market cap, congratz to AAPL for finally getting a jump to a level they hadn’t seen since Nov.2015. Still $65Billion to go though till they get back to what they were when they joined the DJIA.
At last, somebody who actually understands what this is about.
Brand Finance is a valuation consultancy and they rank different brands according to their opinion of how much each brand might be worth if it were licensed as a brand name.
It has nothing to do with market cap, which is a precisely measured valuation of that company. At the moment market caps are as follows – Alphabet ( GOOG ) = $551 billion, Apple ( AAPL ) = $677 billion.
Hard to find a complete list but found one for at least the top 10. Seems Amazon is really not that far behind Google or Apple.
http://www.afr.com/business/media-and-marketing/newworld-brands-the-worlds-most-valuable-but-traditional-still-rule-in-australia-20170130-gu1ice
Brand valuation certainly isn’t set in stone. They’re making too big a deal out of it. Any company in the top ten can usually go up or down a few spots in a year. I doubt Apple is very much concerned over losing that top spot. I think if For 2017, if Apple can come out with well-designed iPhone 8 and updates their Mac desktop line with some decent products, Apple will be back at the top spot again. Everyone was saying how much Apple sucked in 2016 for various reasons so Apple slid down a spot in branding valuation. That certainly isn’t going to destroy Apple and they’ll likely do better this year.
Besides, what’s more important? Branding valuation or outright profits. I’d go with outright profits.
They certainly aren’t. But based on the difference between the #3 and 4 spots, the top 3 may just move amongst themselves the next time they do one. Apple certainly can raise their ranking by their actions this coming year, but Google and Amazon will also not be standing still. Amazon’s Alexa I think helped Amazon’s ranking greatly this past year with announcements of the Echo selling well and inclusion of Alexa in all kinds of products ranging from refrigerators to Ford autos at CES. Google was helped partly because Apple was perceived to be faltering this past year and a great increase in their Cloud related image.
Brand ranking is more image related than profits, so as a company that considers image to be important to them, I would think Apple would be somewhat concerned.
Found the link for the full 500 ranks and the methodology Brand Finance used to determine ‘Brand value’. Considering Brand valuation is the primary purpose of the company I’ll lean towards lending more weight to their ratings over most other sources.
http://brandirectory.com/league_tables/table/global-500-2017
http://brandirectory.com/methodology
Bullshit.
NOPE! With Apple’s current stock price…
128.75 (+7.40, +6.1%)
I believe we’ll find that Google is back to #2, boohoo.
GOOG: A balloon full of hot air. Bring your binoculars for the crash landing. 😉
Oh and:
http://www.forbes.com/powerful-brands/list/
These guys must be on some very potent mushrooms.
Replace Pipeline Tim and his empty promises and it will return to #1
https://www.change.org/p/apple-board-of-directors-remove-tim-cook-as-ceo-of-apple
Kini usa ka bililhon nga sulod!