updated 07:35 pm EDT, Thu July 27, 2006
Apple brand ranked No. 39
Apple's global brand value grew by almost 14 percent over the past year, according to a BusinessWeek survey of brands. Google, Starbucks, Motorola, and eBay are among this year's top gainers in BusinessWeek's annual ranking of The Best Global Brands, while Coca-Cola, Microsoft, IBM, GE, and Intel were among top five brands, respectively. Apple was No. 39 on the list with a brand value of $9.13 billion, about 14 percent ahead of the value reported in last year's survey in which it ranked No. 41. Coca-Cola was No. 1 brand on the list with a value of $67 billion; Microsoft was ranked No. 2 with an estimated $60 billion brand value; and IBM was No. 3 with a brand value of $56.2 billion. All of the top 5 companies were US-based companies, companies such as Nokia (No. 6, Finland), Toyota (No. 7, Japan), and Mercedes (No. 10, Germany) were only international companies among the top 10. Google's value surged almost 46 percent to $12.4 billion, landing it at the No. 24 spot.
"Apple continues to be the style master with its expanded family of iPods and Mac PCs. Its latest hit: the MacBook line of laptops," according to a description by BusinessWeek.
The BusinessWeek/Interbrand Best Global Brands ranking measures "an elusive but crucial quality," according to the companies: "Every company wants its brand to get bigger. The hard part is balancing what the brand already is with a vision of what it would like to be. Companies that score high can count on plenty of customer loyalty as they push into risky expansion."
Dell and Sony were ranked ahead of Apple at No. 25 and No. 26, respectively. Dell lost 7 percent of its value over the last year, while Sony gained 9 percent, according to the survey results. Both companies were also ranked ahead of Apple in the Harris Poll of "best brands," in which Sony and Dell were among the top two spots (respectively), while Apple was ranked No. 10. Apple was edged out by Google BrandChannel's recent 2005 global brand survey, but was on top in the survey among US readers.
"The 2006 ranking is brimming with hot brands that are crafting new and surprising ways to branch into entirely new product arenas. Starbucks is serving up music; Google is wading into selling ad time on the radio," the companies noted. "Others are mining their brand's goodwill value to dodge problems, like McDonald's health and fitness marketing campaign and premium offerings to counter concerns about junk food."
Interbrand's brand values is calculated as the net present value of the earnings that the brand is expected to generate and secure in the future for the time frame from July 1, 2005 to June 30, 2006. In order to be included in the top global brands list, a brand must have a minimum brand value of $2.7 billion, achieve about one third of their earnings outside of their home country, have publicly available marketing and financial data, and have a wider public profile beyond their direct customer base.