Forget about Google, Apple is still most valuable brand

2014-10-10 00:00

APPLE has managed to hold on to pole position, being named the world’s most valuable brand for the second consecutive year.

This technology giant’s brand has a value of about $118,86 billion (R1,3 trillion), 21% up from last year.

Interbrand’s list of the most valuable brand names worldwide is dominated by American companies, and four technology companies are featured in the top 10.

Apple again successfully kept Google and Coca-Cola out of the top position — they are second and third respectively on the list.

Google’s brand equity is now about $107,44 billion and Coca-Cola’s an estimated $81,56 billion.

Apple recently confirmed the strength of its brand when, despite a few problems experienced with its new products and software, more than 10 million iPhone 6 phones were sold in the first weekend of release.

A company’s brand name value is determined by, among others, its financial performance, to what degree it influences the public’s buying patterns and its ability to create brand loyalty.

Only three companies on the list are not from the United States, the first one being Apple’s biggest competitor, Samsung (seventh). According to Interbrand, the South Korean company’s brand is worth an estimated $45,46 billion.

Facebook, at number 29 on the list, recorded the biggest increase in brand equity over the past year. The social network increased its brand value by 86% to $14,35 billion. Other major improvements were Audi (+27%) and Amazon (+25%).

DHL and Land Rover are two of the new additions to the list — cargo handling company DHL (number 81) with a brand equity of $5,08 billion and Land Rover (number 91) with a brand equity of $4,47 million. The other new additions include FedEx (number 92), Huawei (number 94) and Hugo Boss (number 97).

The car manufacturing industry boasts the most brand names on the list (14), closely followed by technology (13).

A total of 54 brands in the Top 100 are American, Germany follows with 10 top brands, trailed by Japan (7) and France (6).

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