Technology giant- Apple emerged the world’s most valuable brand in 2016 according to the latest Interbrand ranking, which considers value across three components: financial performance; the role of the brand in purchasing decisions; and the brand’s competitive strength.
To be included, a brand must be “truly global, having successfully transcended geographic and cultural boundaries,” explains Interbrand according to an article published on www.weforum.org/.
Apple, with a brand value of $178.12 billion, measured across three components, while looking at the impact of brand on business growth.
Apple beat fellow tech giant- Google valued at $133.25 billion, a significant progress since its first year in the ranking – when it was just $8 billion.
Non-alcoholic beverage maker- Coca-Cola with a brand worth of $73.1 billion on the third position, is the biggest non-technology brand this year.
Microsoft, owned by world’s richest man- Bill Gates, slightly below Coca-Cola, with a brand value of $72.8 billion; ahead of Japanese auto giant- Toyota at number five, with a value of $53.5 billion; followed by another computer giant, IBM, which has a brand worth of $52.5 billion.
South Korean technology giant- Samsung followed with $51.81 billion; Amazon.com is ranked eighth and valued at $50.34 billion; ahead of Mercedes Benz’s $43.49 billion; while General Electric was number 10 with its $43.13 billion.
The ranking rated technology as most valuable sector in this year, with 14 brands in all valued at over $600 billion.
Interbrand’s Associate Technology Director, Johnny Trinh, argued that these technology brands “have redefined and shaped the way we work, live, and continue to grow”.
The report also examines which brands have seen their value grow the most in the past year, ranking Facebook, owned by youthful Mark Zukerberg, as fastest growing with 45%; followed by Amazon- 33%; LEGO, 22%; and Nissan, 22%. Others include: Mercedes Benz, 15%; Huawei, 15%, Adidas, 16%, Audi, 14%, Samsung, 14%, Fordm, 12%, Google, 11%, just as Hyundai, Land Rover and Accenture.
Interbrand highlights the connection between the business, brand and growth. “By developing a holistic picture – one that includes culture, capabilities, products, and experiences – brands can overcome challenges and nurture real, lasting growth,” explains Jez Frampton, Interbrand CEO.