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Build Brands Apple's Way

Harvard Business Review

The value of its brand was $153 billion, up 84 percent year on year. Yes, Apple spends lavishly on promoting its brand, but the study attributed the spike in brand valuation to the impact of two products — the iPad and, to a lesser extent, the iPhone. Want to build a powerful brand?

Brand 15
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Why Strong Customer Relationships Trump Powerful Brands

Harvard Business Review

To find out which school of thought is more accurate, we looked at the value of brands and customer relationships as revealed by M&A data covering over 6,000 mergers and acquisitions worldwide between 2003 and 2013. This trend is powerfully reinforced by digital technologies. All other categories of intangibles remained stable.

Brand 8