Jobs’ Mob brand is officially more valuable than Google – at least according to a study by something called a “global brands agency”.
Millward Brown has added up some numbers and divided by its shoe size and come to the conclusion that iPhone and iPad maker’s brand is now worth $153 billion, almost half Apple’s market capitalisation.
The annual BrandZ study decides how much a companies brand is worth. This is not the same thing how much it is really worth. It is based on how easily people in marketing can flog products because it has a brand logo on it. In short is how much the outfit depends on the sizzle and not the steak.
Peter Walshe, global brands director of Millward Brown, seems to have forgotten what marketing actually is when he said that the reason for Jobs’ Mob’s high ranking is the outfits meticulous attention to detail, along with an increasing presence of its gadgets in corporate environments.
Of course Apple has not got into many corporate environments, but its marketing has made poor Peter think they have. The so called attention to detail have caused Apple products to ship with design and security flaws, but because of the marketing, Peter thinks Apple pays attention to detail. Hence the high ranking.
Of the top 10 brands in Monday’s report, six were technology and telecoms companies: Google at number two, IBM at number three, Microsoft at number five, AT&T at number seven and China Mobile at number nine.
US fast foods also did well in the study thanks to the fact that the Chinese are discovering plastic and tasteless food goes with a booming economy. Starbucks, McDonald’s and pizza are all doing well behind the bamboo curtain. Of course it is not pizza that any Italian would recognise, but the American stuff has better branding even if it does not taste as nice.
Facebook is in te top 100 at number 35 with a brand valued at $19.1 billion, which is a trumph of marketing. How anyone can trust a brand that flogs your data and has security holes that could suck in Kansas is anyone’s guess.
So rather than say “Apple is number one because it is a better company than the rest”, the Millward Brown figures are more of a statement about how powerful the outfit’s marketing is and its ability to peddle illusion rather than substance. In that, we would have thought, Apple has been the highest ranking outfit for years.