For the fourth year in a row, Apple has taken the top spot and was named the world’s most valuable brand by Interbrand’s “Best Global Brands” report. Yet again, the iPhone maker is followed up by Google, but this time, the biggest growth was recorded by the latter, with 11% increase in brand value compared to Apple’s 5%.
As of this year, Apple’s brand value stands at $178 billion, while Google’s is valued at $133 billion. This compared to last year’s $170 billion and $120 billion, respectively.
On the third spot, we still find Coca-Cola—just like last year—followed by Microsoft in fourth place and IBM in fifth. IBM apparently is losing brand value, while Samsung, in the sixth spot, is gaining. According to Interbrand’s report. Samsung’s brand value is up 14% compared to last year, reaching $51.8 billion.
“It’s clear the best global brands are not just weathering change, but driving it,” says Jez Frampton, Interbrand’s Global Chief Executive Officer. “They understand their Anatomy of Growth is complex, unique and personal; they look inward and outward, expand into new markets, and create better experiences to grow their brands and businesses.”
Interbrand’s seventeenth annual report analyzes how brands help grow business, and the ranking is based on three key components that contribute to a brand’s cumulative value: the financial performance of the branded products and services, the role the brand plays in influencing customer choice, and the strength the brand has to command a premium price or secure earnings for the company.