Apple and Google smash $100bn in brand value

Rosie Baker
By Rosie Baker | 9 October 2014

Apple has kept its place as the most valuable brand in the world, followed by Google in second place, according to the annual InterBrand Best Global Brand report, and for the first time the two brands have exceeded brand valuations of $100 billion.

Previously, just Apple topped $100 billion.

Apple increased its brand value 21% to $118.9 billion, while Google’s brand value increased 15% to $107.4 billion.

The top six spots on the list remain unchanged from last year, taken by Coca-Cola (3 – valued at $81.6 billion), IBM (4 – valued at $72.2 billion), Microsoft (5 - $61.2 billion), and GE (6 at $45.5 billion).

McDonald’s fell from 7 to 9, despite gaining 1% to be valued at $42.3 billion.

Samsung climbed from 8 to 7, increasing its brand value by 15% to 45.7 billion and Toyota moved from 10 to 8, increasing its brand value by 20% reaching $42.4 billion.

Intel is the only brand to fall out of the top 10, dropping to 12, and an 8% fall in brand value to $34.2 billion.

The biggest drop in the top 100, was from Nokia, which unsurprisingly, shed 44% of its brand value over the year valuing the brand at just $4.1 billion. Nintendo also saw significant decline dropping 33% of its brand value to $4.1 billion.

Five new brands entered the top 100 list, including Huawei, the first Chinese brand to be included, reaching 94 and valued at $4.3 billion.

Two thirds (65%) of Huawei’s revenue comes from outside of China, and it is the third largest smartphone maker in the world behind Apple and Samsung.

Hugo Boss (97 - $4.14 billion) FedEx (92 - $4.41 billion), Land Rover (91 - $4.47 billion) and DHL (84 - $5,08 billion), were also new additions. The growing e-commerce market helped add value to both delivery firms.

The biggest climbers in the list were Facebook up 86% to 29 valued at $14.3 billion, Audi reaching 45 increasing 27% values at $9.8 billion, Amazon increasing brand value 25% to $29.5 billion reaching 15, Volkswagen reaching 31 and increasing its brand value 23% to $$13.7 billion and Nissan valued at $$7.6 billion, up 23% and reaching 53.

InterBrand’s Best Global Brands was developed to analyse the ways brands benefit organisations.

InterBrand calculates the top 10 most valuable brands by examining the financial performance of the brand’s products and services. The role the brand plays in influencing consumer choice and the strength the brand has to drive earnings or command a premium price.

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