Apple and Google brand value tops $100bn for first time

Apple and Google’s popularity shows no signs of waning after they became the only two companies to have a brand value of more than $100bn.

Apple Maps
Apple’s Maps app

The iPhone maker secured its spot as the world’s most valuable brand with a value of $118.9bn, a 21 per cent year-on-year increase, according to brand consultancy Interbrand. Google trailed its tech rival with $107bn valuation, a 15 per cent jump.

It reflects a strong 12 months for both companies as evidenced by the impressive sales of Apple’s latest iPhone and the continued dominance of Android, the world’s most widely used mobile platform.

Coke came in third place with a valuation of $81bn. The brand was knocked off the top perch by Apple last year and has seen its popularity wane with fans in established markets where demand for healthier drinks is rising.

Of the 100 firms on the list, 13 operate in the tech sector, and five of those are in the top ten with Microsoft coming in at number with a valuation of $61bn, behind IBM on $72bn.

Facebook emerged as one of the biggest gainers with an 86 per cent increase in valuation giving it a ranking of 29. The social network’s brand has been buoyed by its fast-growing mobile ad business and more targeted advertising offering despite being criticised earlier this year for running a psychological study of users in secret.

Carmakers Audi (27), Volkswagen (23) and Nissan (23) have also been labelled as some of the fastest growers.

Nokia was the biggest loser, seeing its brand value slide 44 per cent to 98 on the rankings with a valuation of $4bn. The brand has suffered as a result of a difficult integration of its phone business into Microsoft, which was acquired last year.

Interbrand’s list is compiled by analysing the brand’s financial performance, its cultural influence, and its ability to command a premium price.