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New York (pte038/14.06.2005/14:00) - According to a study done by marketing consultants Vivaldi Partners http://www.vivaldipartners.com , Apple has increased its brand value by 38 per cent in the last four years. The computer company has even overtaken the soft drink magnate Coca Cola, which has been recording an annual decline of 4 per cent.
Jeffrey Parkhurst, Vivaldi's managing director of valuation, explains why the company is doing so well: "Apple also has tremendous resilience - they seem to have this ability to reinvent themselves every few years. That's what keeps them hot and relevant to their consumer base."
In keeping with this, the relatively new and extremely popular iPod and iTunes have substantially boosted Apple's growth. Vivaldi's report says that more than 400 million songs have been purchased online through iTunes. Computer and software sales have contributed to the company's value - now worth US$5.3 billion.
Competition is not far behind, however, with BlackBerry, the hand-held phone/email apparatus, and Google, the booming search Internet engine, are 2 per cent behind Apple, tied at second place with 36 per cent growth.
And with an increasing dependence on technology, particularly the Internet, the websites Amazon, Yahoo and eBay are not far behind, each recording an excess of 30 per cent growth.
Janet Morris, a lecturer at the Marketing Forum college, predicts a domination of the market by technology-based companies. "The trend will get stronger as more people use the Internet to get their product to their customers," she said.
Apple is flourishing, says Morris, because it does its market research, knows what consumers want, and deliver high quality products.
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