Powered by technological innovation, Apple ended Google’s four year reign as most valued global brand last week, according to Millward Brown’s Brandz 2011 report. Apple’s brand value skyrocketed 84% in 2010 while Google’s lost 2%. Google’s slight drop-off should stave off warnings of its imminent demise. But Apple’s surge to the top speaks to something vital to not only remaining competitive in the digital space but dominating the field – continuous improvement.
With the iPod, iPhone and iPad, Apple has mastered the art of never settling. By leading the charge on emerging platforms, they have captured the collective imagination and fascination of the public. Team Steve Jobs has done a great job, cheesy pun intended, of building a relationship with his customers based on trust and mutual respect. He knows what people want and people believe he will always deliver. To that end, Apple is ahead of challenger brands and has had the foresight to appreciate the significance of performance-based media solutions.
Jobs’ commitment to audience engagement, product and campaign testing and continuous overall improvement is the strategic approach driving social success. Apple’s ascent should be a lesson for brands looking to improve their brand value and brand equity.