Google bruised badly, Apple Inc. is the world's most valuable brand: Forbes

Nov 26 2013, 21:03 IST
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Apple Inc. has not just survived, but also prospered mightily after the death of iconic founder, the late and much-lamented Steve Jobs. Reuters Apple Inc. has not just survived, but also prospered mightily after the death of iconic founder, the late and much-lamented Steve Jobs. Reuters
SummaryApple Inc. has bested the best companies in the world, even the omnipresent Google.

Global technology major Apple Inc. is the world's most valuable brand followed by Microsoft, Coca-Cola, IBM and Google, according to Forbes.

Apple Inc. has topped the 'World's Most Valuable List' compiled by 'Forbes' magazine with a brand value of $104.3 billion, nearly double than the other technology major Microsoft which has a brand value of $56.7 billion.

"... the Apple Inc. name is as strong as ever. Apple is the most valuable brand in the world for a third straight time at $104.3 billion, up 20 per cent over last year. It is worth nearly twice as much as any other brand on the planet by our count," Forbes said.

Meanwhile, Microsoft's brand value has remained flat over the past three years, as Microsoft struggles to make the transition from PC to the mobile world, Forbes said.

"Growth has slowed, but it is still one of the most profitable brands in the world with operating margins of 34 per cent in its latest fiscal year," it said.

With a brand value of USD 54.9 billion, Coca-Cola was ranked third in the list, followed by IBM (USD 50.7 billion), Google (USD 47.3 billion) which make up the top five.

Among the top 10 brands, McDonald's, with a brand value of $39.4 billion was ranked sixth, followed by General Electric ($34.2 billion), Intel ($30.9 billion), Samsung ($29.5 billion) and Louis Vuitton ($28.4 billion).

Brands from US-based companies make up just over half of the list of 100, with the next biggest representation from Germany (nine brands), France (eight) and Japan (seven). No Indian company features in the list.

Technology brands are the most prevalent with 19, including six of the top 10.

Samsung, which came at No. 9, had the strongest one-year gain of any brand in the top 100, up 53 per cent to $29.5 billion. The company's value soared 136 per cent over the past three years.

"Sales for Samsung's Galaxy S4 smartphone have been on fire and the company also benefits from its market leading position with memory chips," Forbes said.

However the value of a brand can collapse in the complex, fast moving technology world, Forbes noted.

Forbes had valued the Blackberry brand at $6.1 billion last year, but this year it stood at just $2.2 billion and has come out of the top 100 brands list.

Similarly, three years ago, Forbes had deemed the Nokia brand worth $27.3 billion, ninth highest in the world, while today it is worth just

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