New data revealed in the annual Brand Finance Global 500 has found Ferrari to be the world's most 'powerful' brand in terms of indicators such as desirability, online presence and consumer sentiment, with tech giant Apple being the most valuable due to its success at monetizing its brand.
Haigh continues, “Apple also has a powerful brand, rated AAA by Brand Finance. However what sets it apart is its ability to monetize that brand. For example, though tablets were in use before the iPad, it was the application of the Apple brand to the concept that captured the public imagination and allowed it to take off as a commercial reality.”
Innovative digital companies have overwhelmed the latest Brand Finance Global 500, with Walmart being the only non-tech brand remaining in the top 10. Though it may have once been heralded as the world’s most valuable brand, Walmart has now been overtaken by Amazon to now stand at 9th – the dominance of online retail over real-world retail being a real indicator of the continued power of online tech companies.
