post Thursday October 3, 2013
According to Interbrand, brands are the key value creators of business and society. Interbrand, the world’s leading brand consultancy—since 2000 when the idea of Best Global Brands was launched—on an annual basis publishes Best Global Brands report identifying and examining the top 100 most valuable global brands. For the first time in the history of this report, there is a new #1 brand - Apple. Apple becomes the first company to knock Coca-Cola from a leader’s position. With Apple claiming the top position this year, Google jumps to #2 and Coca-Cola, the brand that held the #1 position for 13 consecutive years, moves to #3. The total value of all 100 Best Global Brands is USD $1.5 trillion—an 8.4 percent increase over the total value of the 100 Best Global Brands in 2012.
Apple has appeared on Interbrand’s ranking since the first Best Global Brands report was launched. In 2000, Apple ranked #36 and had a brand value of USD $6.6 billion. Today, Apple’s brand value is almost 15 times the amount of its brand value in 2000—that is USD $98.3 billion. Apple’s significant rise in brand value can be attributed to the way it continually enhances customer experience. With the customer at the nexus of everything it does, Apple anticipates and responds to customers’ needs by offering improved products that break new grounds in design and performance. “Every so often, a company changes our lives—not just with its products, but with its ethos. This is why, following Coca-Cola’s 13-year run at the top of Best Global Brands, Apple now ranks #1,” said Jez Frampton, Interbrand’s Global Chief Executive Officer. “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.”
Interbrand was the first company to have its brand valuation methodology certified as compliant with the requirements of the ISO 10668 international standard for monetary requirements for brand valuation, as well as playing a key role in the development of the standard itself. It brings together market, brand, competitor, and financial data into a single framework within which a brand’s performance can be assessed, a roadmap for improvement identified, and the financial impact of investing in brand quantified.
When determining the top 100 most valuable global brands, Interbrand arrives at each brand valuation by factoring in the financial performance of the branded products or services, the role of the brand in affecting consumers buying behavior, and the strength the brand has to create loyalty and, therefore, to keep generating demand and profit into the future.
Source: Interbrand Best Global Brands 2013
Image source: FreeDigitalPhotos.net
