Buffing up Apple, HP et al
Apple’s brand value has appreciated by almost one third over the past year, according to the latest Millward Brown Optimor BrandZ Top 100 ranking. And that increase is testament to the cool computer company’s ability to transform itself from an electronics manufacturer into a brand that is central to people’s lives.
“Apple manages to celebrate creativity and self-expression while, anticipating consumers’ needs and wants and meeting those needs with solutions that are noteworthy for their ease of use and elegance of design,” says MBO. “Apple benefitted specifically from the popularity of the iPhone, its 100,000 apps, and anticipation for the iPad.
IBM, though, showed that there’s more than one way to get a 30% spike. Its increase in value reflected the continuing strength in business-to-business marketing and the high level of trust engendered by the brand – its 2009 global campaign A Smarter Planet emotionally argued that IBM provides solutions for many of the challenges faced by governments and commerce.
And then there’s HP, whose brand value rose 48%, due in part to the acquisition and rebranding of EDS. “As it refreshed its logo, HP attempted to associate the HP brand with innovation by adopting a new global positioning that unified the brands in each product division under the tagline Let’s Do Amazing,” says MBO.
Over the next 12 to 18 months, tech brand leaders will communicate with a consistent voice across all channels and increasingly interact with consumers on social media,” the research outfit says. And they will also attempt to help customers fulfil real needs and wants and not regard them simply as targets to be sold to.
