“Coca-Cola still tops the world brand league table, but the movers and shakers in the 2004 Interbrand chart are hi-tech companies like Apple and Amazon,” Trevor Datson reports for Reuters.
“Interbrand, the consultancy whose rankings have become a benchmark for brand valuation, now estimates the value of the big red soft drinks brand KO.N at $67.4 billion (36.7 billion pounds), down four percent since the 2003 rankings,” Datson reports.
“Second-placed Microsoft also shed brand value over the year, dropping six percent to $61.4 billion — but eight of the world’s top 10 brands by value are still American, Interbrand’s Best Global Brand survey shows… Apple Computer, whose iPod digital music players have taken the world by storm, gained a staggering 24 percent in brand value to $6.9 billion and rose seven places to 43,” Datson reports.
Full article here.
That’s amazing.
I wonder what they would value a no name start up at. zero? negative? (the I never heard of them so I won’t buy syndrome)
Considering that’s a GLOBAL survey, and most people in the developing world still associate Apple with something you eat that’s a notable achievement.
Makes you wonder what the figures would be if isolated to USA/NAFTA or the EU.
But if the brand value is $6.9, one could argue that a market cap of $12 billion significantly undervalues the company given the value of it’s technology.
Jack A: they would value a start up using the same methodology they normally use–tossing shit at a wall and seeing what sticks.
“Considering that’s a GLOBAL survey, and most people in the developing world still associate Apple with something you eat that’s a notable achievement.” – MCCFR
Or most people in the UK associate Apple with the Beatles’ label.
*runs away – kidding, just kidding – oww!*
I wonder how they calculate this and what part of that value is totally abstract or irrelevant. For example the Napster brand went to zero for the p2p crowd, but was able to sucker some investors for its latest owner.
Back in the Late 80s/early90s wasn’t Apple second in brand recognition after Coke?
Somewhat off topic: Top 10 Fallacies about the iPod, iTMS and the competition.
06) WMA & Real have already lost. Once again, to repeat WMA & Real have already lost this race.
huh? are they talking abotu Apple Computer or Apple Corps Ltd…?
I’m confused..
Seriously, what did PC users think of Apple before the iPod?
This is like being a Growth Stock again.. lol