Apple Inc. has won top brand status of 2011 by marketing strategy firm Davis Brand Capital. The once only computer company has really spread its wings (Reach) over the last five years – also becoming top smartphone vender (unit sales) for 2011. Besides building its massive cash reserves ($95+ billion), Apple has also added to its brand quality and loyalty:
Davis said that “Apple Inc. (NASDAQ:AAPL)’s rise in this year’s rankings was driven largely by its competitive performance and added brand value. The annual 2011 Davis Brand Capital 25 ranking evaluates companies’ abilities to manage and balance the five key intangible categories that comprise brand capital: brand value; competitive performance; innovation strength; company culture; and social impact.”
Still, the major problem with being on top is that everyone’s gunning for you – case in point, the huge amounts of patent/copyright lawsuits in which Apple is involved with(globally) – the massive advertising campaign Samsung is tossing at Apple and its cultish following and the ever increasing stock value (investor expectation). To stay on top, Apple needs to do what it’s always done – innovate and keep forcing everyone to play “catch-up”.