Globally, Apple, Google Top In Brand Value

by CXOtoday News Desk    Oct 05, 2015

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Several technology companies are among the world’s most valuable brands, according to a new report from consultancy firm Interbrand. Technology giants Apple and Google emerged as the best brands in the world, according to its 16th annual best global brands report. “For the third year in a row, Apple and Google claim the top positions,” the report said.

Although Apple has been part of Interbrand’s Best Global Brands ranking from the start, over the years the brand value has increased substantially. This year, Apple increased its brand value by 43 percent

The value, currently at $98.3 billion, is now almost 15 times the amount of its brand value in 2000. Apple’s meteoric rise in brand value can be attributed to the way it has created a seamless omni-channel experience for customers, says the report. By keeping consumers at the center of everything it does, Apple is able to anticipate what they want next and break new ground in terms of both design and performance.

“Tim Cook has assembled a solid leadership team and has kept Steve Jobs’ vision intact – a vision that has allowed Apple to deliver on its promise of innovation time and time again,” believes Frampton.

“Google has increased its brand value by 12 percent, as per the report, followed by Microsoft (ranked fourth) edged ahead of IBM (ranked fifth), and Amazon (ranked tenth) entered the Top 10 for the first time.

Coca Cola took the third spot, Samsung retained its seventh rank. Facebook, which was the top riser in the report, was placed 23rd by Interbrand.

“The report examines what it takes for brands to succeed in today’s hyper-fragmented world. As people demand immediate, personalised and tailored experiences, business and brands need to move at the speed of life,” Jez Frampton, Interbrand’s global chief executive officer, said in a statement.

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(Source: Interbrand)

“Many of the brands in this year’s Top 100 are aligned with people’s priorities, that they are able to integrate into their everyday lives,” he added.

Technology and automotive brands dominated this year’s ranking, holding a combined 28 positions. “Technology brands, in particular, dominate collectively making up more than a third (33.6 percent) of the total value of all 100 brands,” the company said.

Lenovo is the second Chinese brand to appear on the Best Global Brands 2015 ranking. The first was Huawei (ranked 88th), which entered the ranking in 2014.

“Companies that continually create value over the long term — meaning decades or more — learn how to ingrain the ability into their corporate makeup; it becomes part of their culture and DNA. They create value, jobs, and growth because of their ability to institutionalize innovation,” says tech analyst Andrew Taylor in a blog.

When determining the top 100 most valuable global brands, Interbrand examines three key aspects that contribute to a brand’s value including the financial performance of the branded products or service, the role the brand plays in influencing consumer choice and the strength the brand has to command a premium price, or secure earnings for the company

(With inputs from IANS)