Esteemed analytical firm Interbrand ranked Apple as the most valuable brand in the world on their annual “Best Global Brands” list, knocking the Coca-Cola Company Inc. (KO) off a perch the soft drink maker had held for 13 years running.
Coca-Cola actually slid to third on the list, behind Google Inc. (GOOG) at number two. The list is dominated by tech with four of the top five spots, befitting the most valuable sector on the market by market cap.
Interbrand agrees in tech’s value, but quantifies it in a less traditional sense. For Interbrand’s methodology, the analytical firm emphasized not just total revenue or market cap, but general global reach. To even be included on the list, companies had to get 30 percent of revenue from outside their home region, have a major presence on at least three continents, and generally have “a public profile and awareness above and beyond its own marketplace.”
Apple’s brand was valued at $9.8316 billion, explaining that no other brand has “enabled so many people to do so much so easily.” This, in turn has garnered Apple “a legion of adoring fans” that has greatly increased the value of its name.
Interbrand acknowledged that Apple’s financial value peak was last year, when the stock topped $700. But according to their research, Apple’s brand value has peaked this year on the strength of their ability to stay a step ahead. Interbrand surmised that the tech company’s most innovative days are still ahead of it, writing that “Apple’s ability to ‘think different’—truly different—and to deeply consider our needs that will keep it on, or near, the top for years to come.”
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