Build Brands Apple's Way
Harvard Business Review
JULY 25, 2011
This post is part of the HBR Insight Center Marketing That Works. Not long ago, market research shop Millward Brown released a ranking of the world's most valuable brands. 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. Branding Marketing
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