Apple 2.0

Covering the business that Steve Jobs built

Apple: World's 'most desired' brand

January 28, 2011: 10:59 AM ET

But it comes in behind BMW in China, Trader Joe's in the U.S., Singapore Airlines in Singapore and the World Wildlife Fund in Germany, according to M&C Saatchi

Click to enlarge. Source: M&C Saatchi Clear

There's a wealth of information in the 56-page "Brand Desire" report issued this week by the Clear marketing division of M&C Saatchi, the advertising firm formed by the Saatchi brothers in 1995 after they were booted out of Saatchi & Saatchi.

The headline for Apple (AAPL) investors is that Apple and its various brands (iPhone, iPad, etc.) came in No. 1 out of 100 in the survey of 17,000 people around the world. No huge surprise.

What's more surprising, at least to me, is where and among whom it wasn't No. 1.

For example, Apple was the most desired brand only among the subgroups the report categorized as "cool hunters" and "badge wearers."

"Respect commanders" go for Microsoft (MSFT) and Google (GOOG), "social butterflies" prefer Disney (DIS), "play it safes" stick with MasterCard (MA) and "responsible citizens" prefer Unicef -- or at least say they do.

Equally fascinating is what people yearn for in different countries. BMWs are No. 1 in China. Rolls Royces are No. 2 after iPhones in the U.K. In Singapore, it's Singapore Airlines, and in Germany, it's the World Wildlife Fund. Go pandas!

To see the full report, click here (registration required).

[Follow Philip Elmer-DeWitt on Twitter @philiped]

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Philip Elmer-Dewitt
Philip Elmer-DeWitt
Editor, Apple 2.0, Fortune

Philip Elmer-DeWitt has been following Apple since 1982, first for Time Magazine, and now on the Web for

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