A fortnight ago, Steve Jobs announced that he was resigning as CEO of US technology firm Apple with the former COO, Tim Cook, taking over.
From the difficult days of the late 1990s to today, Jobs has guided the company he founded in 1976 from the difficult days of the late 1990s to become one of the most successful and biggest companies in the world. As the public face of Apple, he has become synonymous with new products, with items such as the iPod, iPad and iPhone reinventing the way the world interacted with technology.
Speculation has been rife since the announcement of Job's departure surrounding how Apple would cope without Jobs at the helm. Much of course will depend on the way the company operates and how important one man is to its operation, but we can use YouGov’s BrandIndex data to measure the immediate impact on public perception.
As we would expect, the Attention score (the number of people hearing news about Apple, whether it be good or bad) rose immediately, both in the UK (from 38 on August 23 to 47 by September 6) and in the US (from 46 to 54).
The Index, an amalgamation of six key measures – Impression, Quality, Value, Reputation, Satisfaction and Recommendation, also rose slightly in both countries. Although those gains were not that large, and have, to some extent, fallen back in the last couple of days, the very positive news for Apple is that it has increased rather than decreased.
These are, of course, early days, but Apple can certainly be buoyed by the fact that its already high scores (which are in the high +30s for Index in both countries) have not been harmed. It seems the British public does not feel any different about the Apple brand since the departure of Jobs.
The Index Score:
Every day, 2000 BrandIndex respondents rate brands either positively or negatively across 7 measures to provide a unique set of measures (Quality, Value, Reputation, Impression, Advocacy, Satisfaction and Buzz) on brand perception. For each one, the proportion giving a negative answer is taken away from positive to give a single score that can range from -100 to +100. All but Buzz (a measure of how positive or negative the “noise” around a brand is) are combined to form an Index score – a comprehensive measure representing a brand’s health.