Apple's brand value rises to No. 2 in the world, after Google

tech.fortune.cnn.com

20 points·dean··10 comments

Wasn't Coca Cola the most valuable brand in the world? Or were they just the most recognizable?

Yeah agreed. Pretty skeptical of this list. Everywhere in the world I've been there is Coca Cola. And Nokia. I don't think Apple is known in Africa for instance, I could be wrong though.

your comment reminded me of this video - http://www.ted.com/talks/lang/eng/melinda_french_gates_what_...

pretty amazing how coca cola's made it into the most remote places in the world

I wonder the same thing.

What's actually more interesting in this report is the current economic effects on 'Brand USA', which is now at a 10 year low.

"Brand Finance uses a more straightforward discounted cash flow technique to arrive at a net present value of a company's trademark and associated intellectual property."

This seems like a dubious way to calculate the value of a brand.

Seems reasonablish. Work out how much more they are selling and how much higher the price is compared to not having the brand. The hard bit is the counterfactual.

Most of the figures are made up from how many people have heard of it and assigning a value I think.

I'm dubious. How is it possible to separate the demand generated by marketing/brand from the demand generated from non-marketing/brand characteristics of products? In many cases, the brand IS the product.

Made up numbers are not interesting.

(a'hem) ...ah, well at least google's on top :]

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