Value of BlackBerry and Nokia brands fall

Value of BlackBerry and Nokia brands fall
Value of BlackBerry and Nokia brands fall

BlackBerry and Nokia have suffered precipitous falls in their brand value, while Apple's star continued to rise in the smartphone market, according to this year's Millward Brown Brandz survey.

Apple's promotion to number one in the 2011 table of 100 most valuable global brands has not been part of a wider positive trend for smartphone providers, according to the 2011 annual figures.

BlackBerry has fallen 11 positions to number 22, while Nokia plummeted 38 places to number 79.

BlackBerry is valued at $24bn, down 20%, while Nokia was down 28% to $11bn.

Apple’s brand value rose 84% to $153bn.

This is the sixth annual Millward Brown Optimor BrandZ Top 100 Most Valuable Global Brands study.

It identifies and ranks the world’s most valuable 100 brands by their dollar value and is used by businesses to assess: how much brand drives revenues, growth and market capitalisation and builds long-term financial value.

Nokia, which had a dominant position in the mobile market three years ago, has lost share to rivals who have produced more appealing smartphones, such as Apple and HTC.

Nokia's internal problems were aired publicly in February with the leak of a memo written to staff by its new chief executive Stephen Elop, trying to get them to realise the degree of trouble the company found itself in.

Elop wrote: "The first iPhone shipped in 2007, and we still don't have a product that is close to their experience. Android came on the scene just over two years ago, and this week they took our leadership position in smartphone volumes. Unbelievable."

The week after, Elop took Nokia into a strategic software alliance with Microsoft, which partly sidelined its own Symbian operating system.

The company shed 1,700 jobs in the year to November 2010, and last month announced another 7,000, including 700 in the UK, would go.

Likewise, BlackBerry has been affected by the rise of Apple and Google's Android operating system.

Its brand value decline comes despite it posting record profits in the third quarter of 2010. It has been attempting to appeal to a wider customer base than its original business audience, and is preparing the launch of its first tablet.

However, there are signs that not all is well at Research in Motion, the brand owner - it parted company with its chief marketing officer Keith Pardy in March.

*For more on the issues facing BlackBerry, read George Nimeh's recent piece for Marketing.*

Other technology companies, meanwhile, have also reported mixed performances this year.

Facebook was one of eight new entrants in the top 100 and the highest newcomer, coming in at 35, with a valuation of $19bn.

Vodafone was down two places to 12 while US telecoms brand Verizon was up seven places to 13. HP was down six places to number 18.

Nintendo, the maker of the Wii and Nintendo DS, was the second biggest faller in top 100, plummeting 47 places to number 79.

Millward Brown claims its survey is the only brand valuation study in the world that takes into account what people think about the brands they buy alongside rigorous analysis of financial data, market valuations, analyst reports and risk profiles.

Top 100 most valuable global brands 2011
Rank Movement Brand

Brand value ($m)

1 2 Apple  153,285
2 -1 Google  111,498
3 -1 IBM  100,849
4 2 McDonald's  81,016
5 -1 Microsoft  78,243
6 -1 Coca-Cola  73,752
7 15 at&t  69,916
8 -1 Marlboro  67,522
9 -1 China Mobile  57,326
10 -1 GE  50,318
11 3 ICBC  44,440
12 -2 Vodafone  43,647
13 7 Verizon  42,828
14 1 Amazon  37,628
15 -2 Walmart  37,277
16 14 Wells Fargo  36,876
17 -1 UPS  35,737
18 -6 HP  35,404
19 New Deutsche Telekom  29,774
20 -2 Visa  28,553
21 39 Movistar  27,249
22 -3 Oracle  26,948
23 -2 SAP  26,078
24 3 China Construction Bank  25,524
25 -11 BlackBerry  24,623
26 3 Louis Vuitton  24,312
27 -1 Toyota  24,198
28 -5 HSBC  22,587
29 46 Baidu  22,555
30 -5 BMW  22,425
31 -14 Tesco  21,834
32 -4 Gillette  19,782
33 New China Life Insurance  19,542
34 -1 Pampers  19,350
35 New Facebook  19,102
36 14 Orange  17,597
37 -13 Bank of China  17,530
38 3 Disney  17,290
39 -3 RBC  17,182
40 12 American Express  17,115
41 -2 ExxonMobil  16,973
42 29 TD  16,931
43 New Agricultural Bank of China  16,909
44 -9 Cisco  16,314
45 -7 Budweiser  15,952
46 3 L'Oreal  15,719
47 7 Citi  15,674
48 9 NTT DoCoMo  15,449
49 -5 Accenture  15,427
50 3 Mercedes  15,344
51 -11 Shell  15,168
52 New Tencent/QQ  15,131
53 -8 ICICI Bank  14,900
54 10 SUBWAY  14,306
55 -8 Colgate  14,258
56 -10 Honda  14,182
57 2 Nike  13,917
58 -10 Intel  13,904
59 -17 Carrefour  13,754
60 7 MasterCard  13,543
61 12 Petrobras  13,421
62 1 H&M  13,006
63 -5 Pepsi  12,931
64 -30 BP  12,542
65 -3 Target  12,471
66 -1 Porsche  12,413
67 1 Samsung  12,160
68 -7 Chase  12,083
69 20 Standard Chartered Bank  12,033
70 7 Siemens  11,998
71 15 Hermès  11,917
72 13 Starbucks  11,901
73 1 FedEx  11,759
74 -4 O2  11,694
75 New Telecom Italia  11,609
76 -7 Telcel  11,558
77 -46 Santander  11,363
78 -27 PetroChina  11,291
79 -47 Nintendo  11,147
80 -8 MTS  10,883
81 -38 Nokia  10,735
82 -6 eBay  10,731
83 New Ping An  10,540
84 4 U.S. Bank  10,525
85 9 Sony  10,443
86 -6 Zara  10,335
87 New Scotiabank  10,076
88 -4 Nissan  10,072
89 -8 Home Depot  9,877
90 New Itaú  9,600
91 New China Telecom  9,587
92 -55 Bank of America  9,358
93 -11 Red Bull  9,263
94 -11 ALDI  9,251
95 5 TIM  8,838
96 -9 Barclays  8,760
97 -7 China Merchants Bank  8,668
98 = Bradesco  8,600
99 New Sberbank  8,535
100 -22 Goldman Sachs  8,439

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