We all know that Apple shares have been taking a beating over the past several months but is that really a reflection of a drop in the company’s underlying value as a brand? The latest brand value rankings from MarketingWeek suggest that the answer is “no,” since the publication found that Apple’s brand value has actually increased year-over-year and that it remains the best in the world. MarketingWeek says that a company’s brand value is calculated by multiplying its earnings by the “brand contribution” percentage that “is determined by the proportion of financial value that is generated by the brand’s ability to create loyalty.”
From this perspective, MarketingWeek says that Apple has held onto the top spot in brand value rankings because it has “a balance of local and global strength, diversifying into new areas of business” while maintaining “a strong corporate brand” that keeps it ahead of its competitors.
Apple is not alone in the tech industry as a prominent brand, however, as several other tech companies made Marketing Week’s top 10 list, including second-place Google, third-place IBM, sixth-place AT&T and seventh-place Microsoft.