Apple has once again been named the world’s most valuable brand in Interbrand’s 2017 Best Global Brands ranking this week, making it the fifth consecutive year in a row the Cupertino company has held this position.
Interbrand has been ranking the value of global brands for the past 18 years, and for the last five Apple and Google have held the top two positions. The newest Best Global Brands report and ranking shows that Microsoft has hit double-digit growth and jump up to No. 3. The remaining Top 10 are Coca-Cola, Amazon, Samsung, Toyota, Facebook, Mercedes, and IBM.
Apple’s Interbrand valuation was up three percent, coming in at $184.15 billion USD to beat out Google ($141.7B), Microsoft ($80B), Coca-Cola ($69.7B), Amazon ($64.8B), and Samsung ($59.3B).
According to Jez Frampton, Global Chief Executive Officer of Interbrand, “We are living in one of the most exciting periods of change — societal, technological, industrial — that impacts every aspect of commerce and life. In this ever-shifting context, growth becomes more challenging, which is why businesses need brands more than ever. The Best Global Brands understand that brands are the platform for growth.”
To determine a brand’s cumulative value, Interbrand considers the financial performance of branded products products and services, the role the brand plays in influencing customer choice, and the strength the brand has to command a premium price.
According to Interbrand, Apple‘s value has steadily declined over the intervening years, falling to 21 percent in 2014 and, most recently, to 5 percent in 2016.