Apple has been on forbes' most valuable brand ranking for five years in a row
According to beijing time, on 14 may, the forbes online edition reported that, according to forbes ' calculations, the apple brand was currently worth $145. 3 billion (approximately 88. 7 billion yuan), an increase of 17 per cent over 2014. For the fifth consecutive year, apple is ranked among the most valuable brands in forbes worldwide, with a brand value more than double that of any other brand. In the last quarter of last year, apple sold 74. 8 million smartphones, an increase of 49 per cent, which is the first time that apple smartphones have sold more than three stars since 2011。
The profits from apples reached $18 billion (approximately rmb 110 billion) last quarter, an increase of 33 per cent over the same period the previous year。
Last year, the cost of advertising was $4 billion (approximately 24. 4 billion yuan), while apples were only $1. 2 billion (approximately 7. 3 billion yuan yuan), less than a third of the cost of the three stars. In terms of promotional products, apples are more dependent on their fans than on advertising。
Through the publication of iphone, ipad, ipod and itunes, apples have revolutionized four industries, with the next target being watches, and apple watch began marketing in april. The industry's forecast for apple watch's first year sales is usually 8-15 million. The investment company piper jaffrey expects that apple watch will account for 10 per cent of apple's revenues in 2017. But the brand expert, kevin lane keller, professor at the tucker school of business at dartmouth university, is sceptical about apple watch's potential, but acknowledges apple's performance in producing good products, “if apple watch succeeds, apple's performance and brand will grow further”。
The second-ranked microsoft brand is worth $69. 3 billion (approximately rmb 42. 34 billion), an increase of 10 per cent over last year. After years of media and user-criticism, satya nadella became chief executive officer, and microsoft became cool again. Microsoft is again attractive to developers and has developed attractive products, including holollens hologram glasses. In a meeting in january, nadra said, “we want to move from people needing windows to the choice of windows and like windows.”
Last year microsoft spent $11 billion on research and development (about rmb 67. 2 billion). Windows 10 will be released this summer, and it is expected that it will be the last version of the windows operating system and that future upgrades will be in a “continuing mode”. Microsoft hopes to reach 1 billion windows 10 users by 2018。
The other three companies in the top five ranks were google (us$ 65. 6 billion, approximately rmb 40. 8 billion), coca-cola (us$ 56 billion, approximately rmb 34. 21 billion) and ibm (us$ 49. 8 billion, approximately rmb 304. 2 billion)。
Among the top 100 brands, the fastest growing brand value was facebook, which for the first time entered the top 10 brand values of $36 billion (approximately $22. 3 billion yuan). In march this year, facebook day was active for 936 million users, 83 per cent of whom were overseas. Facebook has also become a competition for youtube in the video industry under the banner of google. Facebook reported 4 billion video broadcasts in april, compared to only 1 billion seven months ago. Moreover, the amazon brand value increased by 32 per cent over the previous year。
