updated 08:40 pm EDT, Sun September 20, 2009
Brand value increases 12 percent
Apple has been rated the 20th best global brand across a variety of industries according to this year's Interbrand report. The company's change in value increased by 12 percent -- creating a brand value of approximately $15.4 billion -- and climbed from the 24th position to its current spot. The latest report suggests Apple's improved ranking was caused by record high iPod sales that saw the Touch's sales double, and all-time high market share for Mac OS software. The ranking was also furthered by the quick response to cost-conscious consumers with the release of lower prices for the iPhone and the voice-activated iPod shuffle.
The annual report evaluates companies from all countries based on various criteria, such as publicly available financial data, positive economic value, and the brand's ability to withhold at least one-third of revenues outside its country-of-origin. These criteria exclude some brands including Wal-Mart due to the fact that the company does not do business under the same name in all international markets.
Other computer-related brands such as Microsoft, Intel and Dell saw a decline in brand value of 4 percent, 2 percent, and 12 percent, respectively. Internet service-related brands including Google and Amaon showed strong brand value increases of 25 percent and 22 percent, respectively. Interbrand's report additionally stated that "the Apple brand is the most supported within its industry, and among the most iconic of relatively young brands in the world."