Apple’s Brand Gains 58 percent in 2011 Interbrand Ranking

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Apple’s brand value skyrocketed during 2011, enough to propel the company into nine spots higher in Interbrand’s Best Global Brands of 2011 report. According to the research firm, Apple’s brand value increased by 58 percent over the course of the last year, and it now has a value of US$33.5 billion.

“Setting the bar high in its category and beyond, Apple is the icon for great branding meeting great technology to deliver a unique overall experience, making its giant leap from #17 to #8 in the rankings less than surprising,” the company said in its annual report. “Consumers continue to follow its product launches with anticipation and are quick to integrate its sleek products into their lifestyles.”

Interbrand cited the iPad as being key to that growth, and said that iCloud, “will further extend the benefits of being connected ‘anywhere anytime’ to a fast-growing audience.”

The firm also acknowledged that it remains to be seen how much of Apple’s brand value was due to the leadership of the late Steve Jobs and how much was the product of the company’s other leadership, including newly ordained CEO Tim Cook.

The table below shows the top 20 global brands, their current value, their previous value, and the percentage change in that value.

Interbrand 2011 Ranking

(Click the image for a slightly larger and easier to read version)

Note that Apple saw the largest percentage gain in its brand value, at 58 percent. The next closest company in the Top 100 is Amazon, at #26 with a 32 percent increase. Google saw the third highest gain, with 27 percent at the #4 position. Samsung and Burberry both saw 20 percent gains in 2011.

Only two companies in the Top 20 saw a decrease in brand value, Microsoft (down three percent) and Nokia (down 15 percent). Perhaps not coincidentally, Nokia abandoned its own smartphone OS, Symbian, in favor of Windows Phone 7 last year and is now closely tied to Microsoft.

CocaCola remained the world’s most valuable brand, with a brand value of $71.9 billion, up 2 percent, while IBM maintained its own #2 spot. IBM’s brand was valued at $69.9 billion, up eight percent.

Comments

Garion

I’m somewhat surprised to see Intel rank above Apple in brand value if these numbers are based on reviews with ordinary consumers.

After all Intel only makes components for computers, not complete consumer products like Apple does.

Lee Dronick

Good point Garion.

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