Apple has once again been named the world’s most valuable brand by Interbrand’s “Best Global Brands” report. A year after taking the top position from Coca Cola – which, by the way, now ranks third – Apple increased its brand value by 21% to $118.9 billion, says Interbrand.
For the first time in the history of the Best Global Brands, there are two companies earning a brand value that exceeds $100 billion. The second is Google, which recorded a 15% increase in brand value compared to last year, reaching $107.43 billion.
Interbrand cites multiple reasons for Apple’s continued jump in brand value, such as creating experiences that are seamless, contextually relevant, and increasingly based around an overarching ecosystem of integrated products and services, both physical and digital. One of them is Apple Pay, the new digital platform Apple launches this month, but it also mentions the company’s foray in new markets, such as wearables with the Apple Watch.
Not only is Apple using devices to broaden its penetration, it’s also credibly extending into new spaces. With the unveiling of Apple Watch-reportedly more capable than any other smartwatch on the market, not least of all in terms of advanced health monitoring-Apple’s future will rely heavily on its ability to partner effectively with healthcare companies. CarPlay, giving drivers access to their iPhone’s best features in the car, has brought the brand into the automotive space. HomeKit, providing seamless integration between accessories, promises to make our homes smarter. Apple Pay certainly has the potential to become the most powerful payment platform around. And the brand’s recent collaboration with IBM-to make big data and analytics more mobile and bring business apps to the iPhone and iPad-will strengthen its presence and reach in the enterprise space.
Coca Cola’s brand value is estimated at $81.6 billion, followed by IBM and Microsoft with 72.2 billion and 61.2 billion, respectively.