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It’s hard to describe a company worth billions as ‘scrappy,’ but that’s the image Apple has gained recently. To emphasize the point, a brand rating service Monday announced the iPad and iPhone maker was able to top rival Samsung despite a string of financial and competitive reversals. Apple’s brand value rose to $87 billion, up from $70 billion.

And according to Brand Finance, the Cupertino, California company also saw its brand rating slip from AAA+ to AAA. In addition, Ferrari – not Apple – was named the word’s most powerful brand…

Brand Finance CEO David Haigh was quoted in a media release:

With revenues in the tens of billions, Apple and Samsung are slugging it out for global brand supremacy and are vying with each other to create strong ‘customer love’ for their brands.

Apple’s brand is seen as sheltering the company, according to the branding firm.

Apple has lost “its competitive edge to Samsung in the wake of the launch of Galaxy S3, the most pre-ordered smartphone of all time,” according to the statement. Samsung saw its brand value increase by 54 percent to $20.6 billion.

Despite a raft of new product launches such as the new iPhone and iPad, the company continued to lose ground to Samsung and it was only its sheer size that helped Apple maintain its lead position over its smaller but more nimble South Korean rival.

Nevermind that the iPhone remains the best-selling smartphone ever.

Italian luxury automaker Ferrari was named the word’s most powerful brand, beating rivals BMW, Mercedes Benz, and others.

As you recall, Apple’s design guru Eddy Cue sits on Ferrari’s board of directors.

  • CollegiateLad

    Brand rating? Financial roller coaster?

    God, the stock market analysts have altered your perception, too. Turn your attention to Apple’s bottom line to regain clarity.

    As for the most powerful brand, Apple single handedly killed mobile flash, optical media, and disc drives – even while having a minority of the market share. Lets not forget that iTunes saved the music industry who was eaten alive by piracy.

  • How about falling behind in term of “innovation” comparing to Samsung?

    • steang

      When i think in Samsung: Ctrl+C, Ctrl+V.