For the third time in a row, Apple has been named the world’s most valuable brand by Interbrand’s “Best Global Brands” report. The iPhone maker is followed closely by Google, while Microsoft (#4) edged ahead of IBM (#5). Another interesting change is that Amazon enters the Top 10 for the first time.
Today marks the 16th year Interbrand has identified the 100 most valuable global brands by analyzing the various ways a brand benefits an organization. Ranking is based on a combination of attributes contributing to a brand’s cumulative value, such as the financial performance of the branded products and services, the role the brand plays in influencing customer choice, and the strength of the brand to command a premium price or secure earnings for the company, the firm reveals.
“The Best Global Brands report examines what it takes for brands to succeed in today’s hyper-fragmented world. As people demand immediate, personalized and tailored experiences, business and brands need to move at the speed of life,” says Jez Frampton, Interbrand’s Global Chief Executive Officer. “Many of the brands in this year’s Top 100 are so intuitively aligned with people’s priorities, that they are able to seamlessly integrate into their everyday lives.”
With these in mind, let’s have a look at the list. Last year Apple was valued at $118 billion, and Google at $107 billion. Since then Apple has increased its brand value to $170 billion, recording a 43% increase, while Google has registered 12% jump to $120 billion. In third place we find Coca-Cola (which Apple dethroned in 2013) with $78 billion. As for Microsoft, it has recorded an 11% growth compared to last year, to $67 billion, while IBM has lost 10% and is now valued at $65 billion.