Samsung, I’m looking at you. But Microsoft and Google it into a similar pattern, though both go about business differently from each other, and from industry leader Apple, perhaps the most different of all technology leaders. Here’s where Apple tops everyone.
It Ain’t Just Advertising
Generally speaking, you’ll see far more advertisements online and on television for Samsung and Microsoft than Apple or Google, so it’s not just advertising that makes up a brand.
And speaking of brands, the latest news has Apple’s brand back on top of the worldwide heap again in 2015.
Obviously there’s a formula which attempts to put a numerical value on popular brands, hence the list. Apple’s brand, thanks to the popularity of iPhone, has propelled the company to the top of brand recognition, followed in order by Google, Microsoft, IBM, Visa, AT&T, Verizon, Coca-Cola, McDonald’s.
How many of those brand names do you see saturating the airwaves and internet with advertising? All of them. So, advertising helps to establish a brand and its value, but isn’t the only aspect of what makes up a brand name.
Apple, by some conservative estimates, has about 700-million customers, far more than Google and IBM, but perhaps less, depending upon how you count, than Microsoft, but certainly more than Verizon and AT&T. Of course, Coca-Cola and McDonald’s have even more. What Google has is users, not customers. Remember, to Google, you are simply part of their product– advertising data.
Missing from the Top 10 Global Brands Ranking are Samsung, Intel, Amazon, Walmart, and others. Is the global brand list merely a popularity contest, topped by those who spend the most money on advertising? What sets Apple apart from Google and others on the list? Here’s my view:
- Design – all Apple’s products have a somewhat unique look and feel; comfortable, premium, yet approachable and useful
- Reputation – you pay more, you get more
- Integration – by and large, Apple’s products work well together
- Value – a product’s overall cost is not always determined by price
- Accessibility – Apple Stores and Genius Bars are in the places where most customers visit regularly
- Usability – Apple focuses attention on the user experience, something intangible, but valuable
Apple’s nimble blend of those important aspects of product ownership have made the Apple logo as recognizable as any brand icon.