Technology companies continue to dominate Interbrand’s Best Global Brands as it publishes its 2018 listings. As per the previous five years, Cupertino-based Apple Inc. continues to sit at the top of the food chain, surrounded by familiar company with some of the world’s other biggest tech brands.
For the sixth consecutive year, Tim Cook’s company is sitting at the top of Interbrand’s listings as the world’s most valuable brand. The company is suggesting that Apple’s brand value has grown by 16-percent during the last twelve months, giving it a total value of approximately $214.5 billion.
That growth means that Apple has become the world’s first $200+ billion brand and beats out competition from Google, Amazon, Microsoft, and even non-technology-based companies like Toyota and McDonalds.
The top 10 also contains the usual splattering of technology companies, with Google, Microsoft, Amazon, Microsoft, Samsung, and Facebook all sitting alongside Apple as some of the most valuable brands in the world. All of those companies, with the exception of troubled Facebook, have seen positive growth in their brand value, with Amazon offering the most impressive growth after a climb of 56-percent to have a brand value of an estimated $100.7 billion. Facebook, on the other hand, still remains in the top 10 at number 9 but has seen its brand value dip 6-percent to bottom out at $45.1 billion.
Other notable growths include Netflix, sitting at number 66 and posting a value growth of 45-percent. PayPal being listed amongst the “top growing” companies at number 73 with a brand value of $6.6 billion, and Nintendo making it on to the list for the first time at number 99 with a brand value of $4.7 billion.
Of course, it’s worth mentioning that this isn’t an exact science and the Interbrand list is put together using its own proprietary metrics, which include the financial performance of the brand’s products, how important it feels the “brand” is in convincing consumers to make purchases, the competitive strength, and its ability to sustain that interest in the long-term.
Interestingly, when you take a look at the world’s most valuable brand, Apple, Interbrand has identified the company’s differentiation from its competitors, its engagement with consumers, and its year-on-year consistency as the three most important factors that determine its brand value. It’s difficult to argue with those things and even more difficult to see how other companies can come up with the same successful recipe to close the gap.
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