Apple Inc. v. Samsung Electronics Co. Ltd. et al

Filing 88

Declaration of Jason Bartlett in Support of #86 MOTION for Preliminary Injunction filed byApple Inc.. (Attachments: #1 Exhibit 1, #2 Exhibit 2, #3 Exhibit 3, #4 Exhibit 4, #5 Exhibit 5, #6 Exhibit 6, #7 Exhibit 7, #8 Exhibit 8, #9 Exhibit 9, #10 Exhibit 10, #11 Exhibit 11, #12 Exhibit 12, #13 Exhibit 13, #14 Exhibit 14, #15 Exhibit 15, #16 Exhibit 16, #17 Exhibit 17, #18 Exhibit 18, #19 Exhibit 19, #20 Exhibit 20, #21 Errata 21, #22 Exhibit 22, #23 Exhibit 23, #24 Exhibit 24, #25 Exhibit 25, #26 Exhibit 26, #27 Exhibit 27, #28 Exhibit 28, #29 Exhibit 29, #30 Exhibit 30, #31 Exhibit 31, #32 Exhibit 32, #33 Exhibit 33, #34 Exhibit 34, #35 Exhibit 35, #36 Exhibit 36, #37 Exhibit 37, #38 Exhibit 38, #39 Exhibit 39, #40 Exhibit 40, #41 Exhibit 41, #42 Exhibit 42, #43 Exhibit 43, #44 Errata 44, #45 Exhibit 45, #46 Exhibit 46, #47 Exhibit 47)(Related document(s) #86 ) (Bartlett, Jason) (Filed on 7/1/2011)

Exhibit 25

Top 100
Most valuable
global brands

2011

Valuation and Methodology by

12

BrandZ Top 100 2011: INTRODUCTION

BrandZ Top 100 2011: INTRODUCTION

BrandZ Top 100 Most Valuable Global Brands 2011

#
Brand
Brand Value % Brand Value

2011 ($M)
Change 2011

vs. 2010

#
Brand
Brand Value % Brand Value

2011 ($M)
Change 2011

vs. 2010

#
Brand
Brand Value % Brand Value

2011 ($M)
Change 2011

vs. 2010

#
Brand
Brand Value % Brand Value

2011 ($M)
Change 2011

vs. 2010

1

26

24,312 23%

51

76

2
3

153,285 84%

15,168 0%

-2%

27

24,198 11%

52

15,131

N/A

77

100,849 17%

28

22,587

-4%

53

14,900

3%

78

22,555 141%

54

14,306 19%

79

22,425 3%

55

14,258

0%

80

11,558

111,498

4

81,016 23%

29

5

78,243 2%

30

*

7%

11,363 -37%

11,291 -19%

*****

11,147

S

-37%

10,883 12%

8%

31

21,834 -15%

56

14,182 -1%

81

7

69,916 N/A

32

19,782 -4%

57

13,917 10%

82

10,731 15%

8

67,522 18%

33

19,542

N/A

58

9%

34

19,350 11%

59

50,318 12%

35

19,102 246%

60

1%

36

17,597 N/A

61

13,421

39%

86

13,006 7%

87

6

9
10
11

73,752

57,326

44,440

12

43,647 -2%

37

17,530 -20%

62

13

42,828 N/A

38

17,290 15%

63

14

37,628 37%

39

17,182 3%

64

15

37,277 -5%

40

17,115 23%

65

16

36,876 97%

35,737 35%

42

35,404 -11%

19
20
21
22

**

29,774

N/A

44

28,553 15%
27,249 N/A

85

****

******

10,443

19%

10,335 15%
10,076

N/A

1%

88

12,542 -27%

89

9,877 10%

12,471 3%

90

9,600 29%

12,931

10,072 17%

9,358 -43%

N/A

68

12,083 -3%

93

16,314 -2%

69

12,033 45%

94

15,952 0%

70

11,998 29%

95

8,838 21%

15,719 11%

71

11,917 41%

96

8,760 4%

16,909

***

25,524 22%

49

15,427

5%

74

24,623 -20%

50

15,344 12%

75

25

13,543 16%

92

73

24

10,525 26%

12,160 7%

15,449 19%

26,078 7%

84

67

48

23

13,754 -8%

16,931 19%

72

47

10,540 N/A

9,587 N/A

46

9%

83

91

15,674 17%

26,948

13,904 -2%

12,413 3%

16,973

45

®

66

43

18

-28%

10%

41

17

10,735

*The Brand Value of Coca-Cola includes Lites, Diets and Zero
**Deutsche Telekom is in the process of re-branding its business to ‘T’, which incorporates T-Mobile, T-Home and T-Systems
***The Brand Value of Budweiser includes Bud Light
****The Brand Value of Pepsi includes Lites, Diets and Zero

11,901 40%

97

11,759 25%

98

11,694 N/A

11,609 N/A

99
100

*****The Brand Value of Nintendo includes Wii and Nintendo DS
******The Brand Value of Sony includes Playstation 2 and 3, as well as PSP
*******The Brand Value of Red Bull includes sugar-free and Cola
Source: Millward Brown Optimor (including data from BrandZ, Kantar Worldpanel and Bloomberg)

*******

9,263

4%

9,251 6%

8,668 5%

8,600 15%
8,535

N/A

8,439 -9%

13

BrandZ Top 100 2011: INTRODUCTION

Top 20 Risers

15

Technology, vision drove growth
Facebook led the top risers last year.
With a 246 percent surge in brand value, Facebook
entered the BrandZ Top 100 for the first time at No. 35.
Along with Facebook, the Top 20 Risers included online
retailer Amazon and four other technology brands –
Apple and Baidu along with Siemens and Cannon, which
benefited from resurgence in business-to-business
demand. Visionary, entrepreneurial leadership also
contributed to growth in value, especially for Facebook,
Apple, Amazon and Starbucks.
With almost 600 million members worldwide, Facebook
last year was anointed “The Social Network” by the film of
the same name about the firm’s founding in 2004 by Mark
Zuckerberg. Ironically, the film’s release coincided with
Facebook’s rapid evolution into a powerful commercial
platform exploring ways to monetize its social reach by
connecting shoppers, retailers and brand marketers.
Valuation is based on a Goldman Sachs study.
Apple rose to the No. 1 position in the BrandZ Top 100
Most Valuable Global Brands. It earned an 84 percent
increase in brand value with successful iterations of
existing products like the iPhone, creation of the tablet
category with iPad, and anticipation of a broadened
strategy making the brand a trifecta of cloud computing,
software, and innovative, well-designed devices.
Perpetual concern over the health of CEO Steve Jobs
intensified at the end of the year when he announced a
temporary leave of absence.
The Chinese search engine Baidu captured rank No. 29
in the BrandZ Top 100, up from No. 75 in 2009 on a
sharp 141 percent rise in brand value. As more of China’s
1.3 billion citizens searched the Internet, they turned to
Baidu because the brand has deeply understood the
nuances of China’s diverse cultures and languages.
Illustrating how dramatically shopping has changed,
Amazon, the online company with no stores, surpassed
Walmart as the most valuable retail brand. The company
continued to add categories last year, even food, to drive
traffic. Since founding the company in 1995, Jeff Bezos
has worked to perfect its unparalleled selection, peer
reviews and a delivery scheme that builds loyalty.
The Starbucks 40 percent rise in brand value
demonstrated the success of the brand revitalization
initiatives implemented two years ago by Howard Shultz
when he returned as CEO. He closed underperforming
locations and improved the coffeehouse experience while
extending the brand into instant coffee and preparing it
for aggressive international and multi-channel growth in
grocery as well as fast food.

TOP
BRANDS

Brand Value
$M

Brand Value
Growth

1

Facebook

19,102

246%

2

Baidu

22,555

141%

3

Wells Fargo

36,876

97%

4

Burberry

3,379

86%

5

Apple

153,285

84%

6

Skol

4,579

68%

7

Pizza Hut

5,305

58%

8

GEICO

9

Standard
Chartered Bank

10 Hermès

2,785

53%

12,033

45%

11,917

41%

Starbucks

11,901

40%

12 Petrobras

13,421

39%

13 Amazon

37,628

37%

14 UPS

35,737

35%

15 Cartier

5,327

34%

16 Estée Lauder

2,592

31%

17 MetLife

2,270

31%

18 Siemens

11,998

29%

19 IKEA

7,293

28%

20 Canon

7,588

27%

11

Source: Millward Brown Optimor
(including data from BrandZ,
Kantar Worldpanel and Bloomberg)

The housing recovery drove IKEA’s 28 percent growth.
Sector strength also helped brands in fast food,
insurance and luxury. While the brand value of the luxury
sector still lagged its pre-recession level, customers came
back as evinced by Burberry’s 86 percent leap and the
brand appreciation of Cartier, Estée Lauder and Hermès.
The fast-growing market dynamism that boosted China’s
Baidu also pushed the brand values of Skol, Brazil’s
largest beer brand, up 68 percent, and Petrobras, the
country’s oil and gas giant, which advanced 39 percent.
The 58 percent rise in the brand value of Pizza Hut was
in part driven by its performance in China. Standard
Chartered Bank of the UK, up 45 percent, also benefited
from global business.