According to Forbes, for the third consecutive year in a row, Apple has claimed â€œworld's most valuable brandâ€ crown, leaving far behind such companies as Microsoft, Coca-Cola, IBM, Google and others. As a matter of fact, Apple's brand was valued at almost twice that that of its closest competitor, Microsoft. Appleâ€™s brand is valued by Forbes at $104.3 billion, a 20 percent jump over the previous year, while Microsoft is on second place, with â€œonlyâ€ $56.7 billion.
Kevin Lane Keller, a branding expert and professor at Dartmouth's Tuck School of Business, told the following to Forbes:
The top 10 list of worldâ€™s most valuable brands goes like this: Apple, Microsoft, Coca-Cola, IBM, Google, McDonalds, General Electric, Intel, Samsung and Louis Vuitton. We can see that this top is dominated by tech companies.
Two other tech companies which once have had a much higher brand value, Finland's Nokia and Canada's BlackBerry, have seen their brands' values plummet by 74 and 64 percent. Nokia now finds itself on the 71st position while BlackBerry is completely dropped off the rankings, which measure top 100 companies in the world by their brand value.