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Does It Matter?
We asked brand guru Rob Frankel for his feedback on the list. He told us the simple truth is that these reports mean absolutely nothing, for two reasons.
First, nobody out there -- especially these types of agencies -- can agree on a definition of what branding is, so they're usually measuring the wrong data for the wrong reasons. Second, he said, because they have no common definition, they make things up, and very often use oblique data, like biased customer data, market capitalization, revenues and almost anything else they can make up.
"You really should be asking them what criteria they're using to come up with this stuff. That's where the real story is. That having been said, the true evidence indicates that Apple is actually a brand in decline and has been since 2008 or so," Frankel said.
"This began before the demise of Steve Jobs, by the way, and is accelerating as we speak. As soon as the downtrend on Apple reaches critical mass, it will still be a viable company, but its brand will barely register in these types of ridiculous polls," he said. "After all, where's Blackberry today?"