The big headline is that Coca-Cola was knocked from its cozy perch at No. 1, displaced by Apple. Coca-Cola didn’t just slip down one rung as the most valuable brand, but two. Google moved up to take the No. 2 spot. IBM was nudged down to No. 4, while Microsoft stood pat at five. The top 10 list also includes Samsung and Intel.
Apple was given a brand value of $98.32 billion, up 28%, while Google’s was $93.29 billion, up 34%. Coke’s value rose 2%, but it’s rising on a slower curve.
Amazon, meanwhile, sat at No. 19 with a $23.62 billion value. Oracle, a company whose name is better known in the halls of business than on the street, is ranked 18 with a $24.09 billion. Missing from the top 100: Yahoo and BlackBerry.
Nokia, which recently inked a deal to sell its mobile unit to Microsoft, had the single biggest change in brand value — down 65% to $7.44 billion. Facebook was the biggest gainer in value, up 43% to $7.73 billion. Still, the social network only moved up to No. 52 from 69, still a far ways down – surprising on its face given the ubiquity of the brand.
Interbrand’s methodology for how it calculates the list is here. The criteria are a mix of the scientific and the subjective. A brand must be “global, visible, and relatively transparent in financial results,” Interbrand says in explaining why a company like Wal-Mart is missing from the list, and why telecommunications is a hard nut to crack.
You can find Interbrand’s entire sortable list here, and a nifty visualization of it here.
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