Apple has edged out IBM to become the top brand of 2011, according to an annual list from marketing strategy firm Davis Brand Capital. The Cupertino-based company ousted IBM, which topped the list in 2009 and 2010. Apple was previously ranked No.12 in 2009 and No.7 in 2010. Davis evaluates the top 25 brands annually using five categories that go beyond traditional marketing functions. “The annual 2011 Davis Brand Capital 25 ranking evaluates companies’ abilities to manage and balance the five key intangible categories that comprise brand capital: brand value; competitive performance; innovation strength; company culture; and social impact,” the company said in a press release. “The ranking does not aim to place a financial value on the brand capital of the companies. Rather, the list reveals the comparative strength and breadth of the companies’ brand capital.” As in previous years, the rankings were dominated by technology companies such as Google, Microsoft, HP, Cisco, Intel and Samsung. Read on for the complete list of Davis Brand Capital top 25. More →
Nokia will aggressively pursue the teenage market with its next batch of phones, head of marketing for U.K. and Ireland John Nichols said recently. The Finnish smartphone maker will join forces with celebrities and increase its social media presence in an effort to catch the attention of a younger, tech savvy crowd, MarketingWeek explained following an interview with the executive. “This isn’t a standing start, we already have a huge youth market but for teenagers we need to ensure that we create the content and partnerships that matter,” Nichols said. “As a teenager, the brands I loved had an opinion and told me whether to engage with them or not. The trick is to remember not to just wade in; otherwise our personality could look like the drunken uncle dancing at the wedding.” Nokia will further discuss its strategy during its October 26th Nokia World press conference, when it is also expected to unveil its first Windows Phone-powered devices. More →
HTC recently surpassed Acer as the most valuable international technology brand in Taiwan, according to Taiwan Economic News. The accolade was awarded to HTC by Taiwan’s External Trade Development Council (TAITRA) and the Bureau of Foreign Trade. The company’s brand is now valued at $3.6 billion, up from just $1.37 billion last year. The Taiwan-based phone and tablet maker is followed by Acer ($1.94 billion) and Asus ($1.36 billion). “You have to make an investment, spend time, and stay patient,” HTC CEO Peter Chou advised other companies during the award ceremony, noting that HTC was not afraid to fail. “Even if we failed, the process would help to produce positive results for Taiwan.” HTC expects to ship 13.5 million smartphones during the second half of this year and it is planning to increase its presence in China dramatically. The company on Thursday reported third-quarter revenue of NT$135.8 billion, up 79% from the same quarter of 2010, and net income grew 68% over the same period to NT$18.6 billion. More →
On Monday Nokia announced that it’s killing off the Ovi brand. Beginning in July and August, the Finnish firm will rebrand its Ovi products under the “Nokia services” moniker, and the transition will continue into next year. “By centralizing our services identity under one brand, not two, we will reinforce the powerful master brand of Nokia and unify our brand architecture – while continuing to deliver compelling opportunities and experiences for our partners and consumers alike,” executive vice president and chief marketing officer, Jerri DeVard, said. Nokia confirmed it has “no planned disruption” to the roadmaps of its Ovi products, but that new customers will begin to see the branding change on devices shipping later this year. The firm will also rebrand some applications through future software updates. More →
Apple has surpassed Google as world’s most valuable brand, according to advertising firm WPP’s “BrandZ Top 100 Most Valuable Global Brands” study. Apple’s brand value has ballooned 859% since 2006, and increased 84% to $153.3 billion this year. Tech companies dominate the rankings: AT&T, China Mobile, IBM, and Microsoft all have spots in the top-10 most valuable brands list, and McDonald’s is the only non-tech brand in the top-5. Google had reigned supreme for the past four years before being displaced by Apple, and Amazon surpassed Walmart to become the No. 1 retailer. Hit the jump for the full report from WPP.
On Tuesday evening, Amazon will take the wraps off of MyHabit.com — a new site that will compete directly with Gilt and other membership-only sites that offer discounts on high-end brands. MyHabit will have stiff competition, however, as Vente Privee has largely dominated the international private sales industry and will soon spread into the United States, according to Business Insider. The website will offer up to 60% off of select brands and sales will begin at noon EDT daily. Amazon says that it will offer free shipping as well as 360-degree views of products that are available. It’s unclear what brands are on board so far, but if you’re looking for a new pair of Louis Vuitton sneakers at a discount price, MyHabit.com could be a good place to start looking. More →