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Apple Inc. topped this year in terms of brand value

American tech giant Apple Inc. topped this year in terms of brand value, a global consultancy report showed on Monday. Google Inc. ranked second at $120.3 billion, up 12 percent from the previous year.

According to the annual report compiled by Interbrand, Apple topped the list with its brand value estimated at $170.3 billion, up 43 percent from a year earlier. Technology and automotive brands dominated this year’s ranking, holding a combined 28 positions.

The top ten brands in the list, after Apple and Google, were Coca Cola ($78 billion), Microsoft ($67 billion), IBM ($65 billion), Toyota ($49 billion), Samsung ($45 billion), General Electric ($42 billion), McDonald’s ($39 billion) and Amazon ($37 billion), said the report.

The top nine brands maintained their previous year’s position except Amazon which replaced Mercedes-Benz and stood at 10th position this year. Lenovo is the second Chinese brand to appear on the Best Global Brands 2015 ranking. The first was Huawei (ranked 88th), which entered the ranking in 2014.

The previous year, Amazon held the 15th position in the Interbrand report.

“The report examines what it takes for brands to succeed in today’s hyper-fragmented world. As people demand immediate, personalised and tailored experiences, business and brands need to move at the speed of life,” Jez Frampton, Interbrand’s global chief executive officer, said.

Interbrand’s ranking is based on a combination of attributes which includes the financial performance of the branded products and services, the role the brand plays in influencing customer choice and the strength the brand has to command a premium price or secure earnings for the company.

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