Despite the fact that 2016 is not one of its best years, the Apple company was placed in the first position in the top brands of the biggest companies on the planet, a study conducted recently considering factors such as: trust, innovation, uniqueness and the price charged for the products.
In terms of the power of brand recognition, Apple is the undisputed leader, last year the American company was beaten by Google in this top, but this year it regained its position, practically without really doing anything extraordinary in the line of products sold worldwide.
Of course, the basis of the study was a scoring system with points for each analyzed category, and Apple won many points for the company's individuality, its authenticity and the purpose established in the creation of products, few points being awarded for the management of resources and the respect that it offers consumers.
On the second position in this top is the Microsoft company, but the difference between it and Apple is minimal, the participants of this study considering that Microsoft launches much more innovative products than those of the Apple company, and if we look at the last years, this is as true as possible.
Technology companies occupy the top two spots in this year's rankings and enjoy strong perceptions across our measures. Six of the twenty four 'future brands' are in the technology sector – one fewer than in 2015. A 'future brand' is a brand that is more likely to succeed in the future, not just one that is strong now. This is because it perfectly balances strong perceptions of its purpose in the world with the experience it delivers.
Apple still ranks well in this kind of charts thanks to the status it created by launching the iPhone or iPad, but without innovative products in the near future, those from Cupertino will have big problems in keeping themselves as favorites in the minds of consumers in the whole world.
