According to a recent study by Interbrand Corp., a New York-based brand consulting firm, Apple is now the world’s most valuable brand at $98.3 billion. After 13 years as the world’s number one brand, Coca-Cola has dropped to number three at $79.2 billion. Dethroning the world’s most valuable brand is a difficult task – not to mention that Coca-Cola’s brand value increased from the previous year – so how did Apple surpass Coca Cola?

First, led by their ‘Think Different’ campaign, Apple was able to separate themselves from their competitors. For instance, the recent upgrades to iOS7 and the fingerprint scanner system shows that Apple can still dish out innovative products. Also, studies have shown that the unique design and layout of Apple stores is highly appealing to consumers. Apple retail stores “are performing 17 times better than any other physical retail store.” Finally, the widespread consumer love for Apple products contributed to the 28% increase of the value of the brand. Interbrand states that Apple was able to usurp Coca-Cola because of its “legions of adoring fans.”  However, although Apple is now the world’s leading brand, their work is not done. In light of facing increasing competition and pressure from Samsung and Google, how will Apple respond?

https://www.youtube.com/watch?v=uiZlZgWw7ok

 

References:

http://www.cbc.ca/news/business/apple-surpasses-coke-as-world-s-best-brand-1.1873259

http://www.fastcompany.com/3018817/where-are-they-now/apple-tops-most-valuable-global-brands-list

http://business.financialpost.com/2013/09/30/apple-inc-brand/?__lsa=c515-17b8

 

 

The young child marvels at the way his elder brother dips an Oreo into a glass of milk. After an adorable struggle, the younger child happily eats his Oreo with milk. This commercial conveys the message that eating Oreos is a fun and harmless experience. Although most adults will know the risks of eating excessive amounts of Oreos, most young children will not see the risks. Young children are vulnerable to marketing campaigns because they often don’t know how to discern between good and bad. Should companies be allowed to expose children to advertisements that encourage consumption of unhealthy foods?

Some countries, such as Britain, have tackled the issue by enforcing more restrictions on television ads. As a response, food companies have launched online marketing campaigns that target children through social media and computer games. In order to attract children, major food companies have redesigned their websites to be more child-friendly. Much controversy has been aroused by the countless mini games that can be found on food company websites. For instance, one particular game involves collecting approximately 100 sweets without being caught by the angry parents in the game. Such a game could encourage young children to consume unhealthy food without the permission of their parents.

While it is not wrong for companies to promote their products, should they reduce the amount of advertisements aimed at children?

 

References:

http://www.theguardian.com/lifeandstyle/2013/jun/18/junk-food-children-marketing-who-tv

http://www.theguardian.com/technology/2013/apr/29/junk-food-ad-ban-children

 

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