Ap­ple is still the world’s best brand

Neil Jou­bert

CityPress - - Voices -

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.

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