Branding consultant, Interbrand, has revealed its top 100 best global brands list for 2015, and Apple has bitten the top spot.
According to Interbrand, its 16th annual Best Global Brands report identifies the 100 most valuable global brands by analysing the many ways a brand benefits an organisation – from delivering on customer expectations to driving economic value.
The ranking is based on a combination of attributes that contribute to a brand’s cumulative value, including financial performance, the role a brand plays in influencing customer choice and the strength a brand has to command a premium price or secure earnings for the company.
Apple nabbed the top spot for its $US1.7 trillion in value and a change in brand value of 43 per cent.
Google came in close for the win, picking up the second spot. The company made its rank thanks to its $US1.2 trillion in value, as well as its 12 per cent brand value change. Both Apple and Google maintain their global ranking from last year.
Microsoft and IBM also retain their brands within the top five companies range, although Microsoft moved up from the fifth spot last year to the fourth position this year, pushing IBM back from the fourth spot last year to the fifth this year.
Coca-Cola remained third in ranking, ensuring four of the top five spots is secured by technology companies. In addition, of the 100 companies Interbrand named, 22 were technology companies including Samsung, Amazon, Intel, Cisco, Oracle, and HP.
Lenovo too was named as one of Interbrand’s best global brands of 2015. Even though the company joins the prestigious list at number 100, it is one of several new entrants – including Lego and PayPal.
Lenovo said, in a statement, that this year’s ranking does not include the additional brand value added by recent acquisitions of the IBM System X server business or Motorola Mobility, both of which it claimed are likely to strengthen and broaden Lenovo’s brand power over time.
Even without these assets, the report currently values Lenovo’s brand at more than $US4.1 billion.