The slow decline in the value of the Apple brand

Apple can it go up the slope? The value of the brand, as established by the consulting company Brand Finance in its rankings, has been declining for three years. The manufacturer of the iPhone did not just lose its title as the brand the most expensive in the world for the benefit of Amazon, and then assign the place of the dauphin on Google. It has seen its brand value fall by 8.5% in a year to reach $ 140 billion, when Amazon is estimated to be 220 billion by Brand Finance and Google 159 billion. The value of the mark is calculated by taking into account the results of the company's financial, funding bourisière and other data directly related to the brand itself, such as its reputation, its logo, its role in a purchasing decision...

To determine this ranking somewhat particular in view of the current crisis, Brand Finance has stopped the counters on the first of January 2020 for the financial results and business. The firm was then weighted to attempt to take into account the impact of the Covid-19 on the various sectors of activity. Logically, the software industry is less impacted by the consequences of the pandemic than that of the terminal manufacturers. Amazon even has a double effect. "The resonance of the brand is particularly strong in the public, through the e-commerce and its financial growth is driven by its activities in the cloud," says Bertrand Chovet, managing director of Brand Finance. The group succeeds, so the feat of being both powerful on the part of general public and dedicated to the business.

adaptability

"During this period we have also been able to observe the responsiveness of american giants such as Microsoft and Google to the emergence of new competitors", adds Bertrand Chovet. In fact, these two groups were quickly made available to their customers tools of visio conference, ripostant to the rapidly growing importance of smaller enterprises, known as Zoom. "Even in the world of tourism, the american groups demonstrate a certain agility," he added. In fact, Airbnb was nice to have dismissed a quarter of its employees, it is already in the process of restart. The group will remobilise to respond to the beginnings of the recovery in tourism.

The top ten brands of the Tech Brand Finance is, this year is still dominated by american brands and chinese. Only Samsung, which point in sixth position after a deviation from the rule. It is followed by its competitor Huawei. The global hierarchy of brands could be highly impacted by the consequences of the economic war being waged by americans and chinese. Even if it is still difficult to measure the magnitude of the consequences.

The editorial team conseilleCoronavirus: the Gafam resist the tempêteQuelles brands are most valued in the world?SujetsAppleMICROSOFT CORP SPLAmazon.comGoogle18 commentairesDOUCE_FRANCEle 20/05/2020 13:23

I think that in the long term China will be like Japan today concerning the quality. Few people remember that in the 70's, Japan copied and very badly. Look today the quality of their products, or even south Korea now.....

DOUCE_FRANCEle 20/05/2020 13:21

@KONKERA False : Google no longer able to provide software to HUAWEI(thanks Donald) and thus HUAWEI will need to expand its software alone....by copying....

Charles1956le 20/05/2020 09:18

The chinese do not have that copy any western technology and don't have to invest millions in research. They should not be allowed to buy anything in the West as long as they do not respect the laws of the WTO.

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