Apple is still the world’s best brand
Apple keeps its pole position after being named the world’s most valuable brand for the second year in a row. The technology giant’s brand has a value of about $118.86 billion (R1.3 trillion) – up 21% from last year.
Interbrand’s list of the most valuable brand names globally was dominated by American companies, and four technology companies featured in the top 10.
Apple again successfully kept Google and Coca-Cola out of the top position – they came second and third, respectively.
Google’s brand equity is now about $107.44 billion and Coca-Cola’s is an estimated $81.56 billion.
Apple recently confirmed the strength of its brand when, despite several problems with its new products and software, more than 10 million iPhone 6 phones were sold in the first weekend of their release.
A company’s brand value is determined by its financial performance, the degree to which it influences public buying patterns and its ability to create brand loyalty.
Only three companies were not from the US. The first was Apple’s biggest competitor – Samsung, which came seventh. Interbrand valued the South Korean company’s brand at $45.46 billion.
At number 29, Facebook recorded the biggest increase in brand equity in the past year. The social network increased its brand value 86% to $14.35 billion.
Other major improvements were Audi and Amazon.
DHLandLandRoverweretwonewadditions to the list. Cargo handling company DHL (number 81) has a brand equity of $5.08 billion and Land Rover (number 91) has a brand equity of $4.47 million.