Amazon tops Apple as most valuable U.S. brand


Apple adds 5 new vice presidents to its executive lineup
Apple adds 5 new vice presidents to its executive lineup
Photo: Lyle Kahney/Cult of Mac

When Tim Cook wants to know how Apple is doing, it’s doubtful he turns to some research group’s published rankings of brands and companies with the most value, most love or most intimacy with its customers.

So for what it’s worth to the CEO or, for that matter anyone else, Apple is the second-most valuable U.S. brand, according to a new report published today by the group Brand Finance.

It’s “brand value” rose 37 percent from the previous year, according to the report, but Amazon’s 42 percent kept Apple one down from the top spot. Apple topped the Brand Finance list from 2012 to 2016. Last year, Google beat out Apple as “brand value” king.

“Amazon has built a brand that has no peer,” Brand Finance CEO David Haigh said. “They provide unmatched convenience, availability, and scale. The success of their brand is a reflection of an authentic obsession with their customers. Boldly expanding into new – seemingly unrelated – industries to respond to the evolving preferences of modern consumers, Amazon has completely revolutionized the brand world as we used to know it.”

The Brand Finance report is the third in the last six days to come out that attempts to measure the state of brands and companies. Regardless of where Apple places on these lists, the results get people talking.

On Monday, NetBase released its Most Loved Brands of 2018. On it, Apple was sixth. On June 20, Glassdoor released its top 100 CEOs based on employee surveys. Cook ranked 96, down from 53, in part because several of the 12,054 Apple employee reviews complained about office culture and a lack of work-life balance.

Cook still received a 91 percent approval rating, but the CEOS above him on the list rated higher with their workers.

In May, Apple fell one spot to fourth place on the 2018 revenue-based Fortune 500 rankings.

None of this is likely to worry the company or its shareholders, Next year, Apple will likely earn the distinction as the first company to surpass the $1 trillion mark for valuation.

Source: Brand Finance via Apple Insider