Interbrand, the world’s leading brand consulting agency, latest survey reveals that Apple has retained the crown of the most valuable brand in the world for the second year in a row.
According to the report, Apple and Google claim the top positions on Interbrand’s Best Global Brands ranking valued at USD $118.9 billion and $107.43 billion respectively. And this is the first time in the history of Best Global Brands two global brands have each earned a brand value that exceeds USD $100 billion, the report said.
“Apple and Google’s meteoric rise to more than USD $100 billion is truly a testament to the power of brand building,” said Jez Frampton, Interbrand’s Global Chief Executive Officer. These leading brands have reached new pinnacles—in terms of both their growth and in the history of Best Global Brands—by creating experiences that are seamless, contextually relevant, and increasingly based around an overarching ecosystem of integrated products and services, both physical and digital.”
Interbrand examines the following three key aspects when determining a brand’s value:
• The financial performance of the branded product and service
• The role the brand plays in influencing customer choice
• The strength the brand has to command a premium price or secure earnings for the company