Apple, Google and Amazon still maintain the top three positions.
Once again, Apple has been declared the most valuable brand in the world by Interbrand. It is the seventh consecutive year that the Cupertino company has won the record.
Brand rankings take into account the financial status of companies but focus more on the factors that make the brand value.
We have a deep understanding of the impact that a strong brand has on the main interest groups that influence the growth of a business, namely (current and potential) customers, employees and investors. Strong brands influence customer choice and create loyalty; attract, retain and motivate customers; and reduce the cost of financing. Our brand evaluation methodology has been specifically designed to take into account all these factors.
Here is the top 10 of Interbrand:
Interbrand classifies the brands with respect to 10 factors, taking into account what makes customers choose the company’s products compared to those of the competition. It is about clarity, commitment, responsiveness, relevance, commitment, differentiation, consistency, administration, authenticity and presence.
As in 2018, Apple achieved particularly positive results in three of these, two equal to those of last year: differentiation and involvement. However, this year ” consistency ” has been replaced by ” administration “.
Involvement is defined as the degree to which clients show ” a deep understanding, active participation and a strong sense of identification with the brand “. In the case of Apple, it is that consumers know what the brand represents and strongly associate themselves with those qualities.
Interbrand defines differentiation as a perception of the consumer according to which the brand has a proposal and experience that distinguishes it from other brands.
The administration is, says the consultancy, on management, which ” allows the effective and efficient implementation of the brand strategy “.
The net result is that the value of the Apple brand is $ 234 billion, up 9% from last year. This makes it the most valuable brand in the world.