The latest Forbes list of the most powerful brands in the world has revealed Apple to be the king of the castle, with Microsoft and Coca-Cola rounding out the top three places.
Forbes partnered with consumer perception data providers Landor and Penn Schoen Berland (PSB) to ask 2,000 people across Brazil, China, Germany, India, the United Kingdom and the United States to evaluate 130 brand names that Forbes valued at more than $2.5 billion, and who also had a strong US presence. Participants were asked to think about 12 attributes of purpose to find the brand leaders for each category, which included investing in innovative ideas and research, impacting positively on the everyday lives of consumers, investing in customers, and being honest and trustworthy.
“How do you measure the power of a brand?” asked Kurt Badenhausen for Forbes. “It is the combination of financial value and positive consumer sentiment and Apple has both in abundance, which puts the Apple brand on top of Forbes inaugural list of the World’s Most Powerful Brands.”
“It used to be that consumers judged brands on pretty simple criteria, but today they’re being judged on factors that go above and beyond just delivering a decent product or service” said Allen Adamson, managing director of the New York office of Landor. “To have an edge and keep it, brands have to deliver on a higher purpose. And, while all brands should aspire to be number one on every dimension of purpose, they should first take the time to understand what each really means – to them and their customers.”
Currently, Apple’s brand is worth 59% more than Microsoft, and is ranked 52% higher than the last time Forbes valued the world’s top brands in 2010, thanks to the success of the iPhone and iPad.
The full story will appear in the October 22, 2012 issue of Forbes magazine.