The report, from branding consultancy Interbrand, has Apple at number one. Interbrand reckons its brand is worth US$119 billion. Not far behind is Google on US$107 billion.
Third, Coca-Cola, is a way back on $82 billion. Other IT and web companies in the top 20 are IBM (4), Samsung (7), Intel (12), Cisco (14), Amazon (15), Oracle (16) and HP (17). Facebook is back in 29th spot, though it is one of the biggest risers, with the value of its brand nearly doubling last year.
An interactive tour of the findings can be found here. It contains Interbrand’s detailed examination of each brand, plus sections on methodology and industry trends.
Apple and Google are in the same position as last year, and are growing more quickly than most companies in the top 20.
Interbrand's brand valuation methodology is based on three factors:
Financial analysis: the overall financial return to an organisation's investors, or its economic profit.; This is the after-tax operating profit of the brand minus a charge for the capital used to generate the brand's revenue and margins.
Role of brand: measures the portion of the purchase decision attributable to the brand, as opposed to other factors (for example, purchase drivers like price, convenience, or product features). The Role of Brand Index (RBI) quantifies this as a percentage. RBI determinations are based on primary research, a review of historical roles of brands for companies in that industry, or expert panel assessment.
Brand strength: measures the ability of the brand to create loyalty, and therefore sustainable demand and profit, into the future. Brand Strength analysis is based on an evaluation across ten factors that Interbrand believes make a strong brand. Performance on these factors is judged relative to other brands in the industry and relative to other world-class brands.