Apple is no longer the most valuable brand in the world as Google takes top spot – MarketWatch (Feb 2, 2017)
This is one of those exercises that seems almost entirely intended to garner interest for the company doing the evaluation, and indeed Brand Finance’s actual report starts by explaining how it does similar analyses for clients. As usual, the methodology is just opaque enough that we have no idea how the results are actually arrived at in detail, but it’s fairly clear that there is a financial component – in other words, it’s very likely that Apple’s drop in revenues in the past year had a big impact on its 27% “drop in brand value”. It’s ironic, then, that the report should arrive the same week as Apple announced its highest ever revenue and iPhone shipment quarter, not to mention highest Apple Watch shipments and revenue and highest Mac revenue. The short-term financial focus of the Brand Finance exercise is clearly something of a flaw in its methodology, but it’s generally worth discarding any such study entirely, unless it’s strongly rooted in customer perceptions of brands and the products they represent.
via MarketWatch
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