Back in September, Interbrand rated Apple as the Best Global Brand of 2013, the first time in the brand survey s history that any brand had managed to beat out Coca-Cola. Apple looks to continue its streak in another list, this one from Forbes, which once again rates Apple as the world s most valuable brand above Microsoft, Coca-Cola, IBM and Google. Forbes lists Apple s brand value at $104.3 billion, nearly double that of second-place Microsoft. Interestingly, the list notes that Apple s advertising budget is significantly smaller than the three brands directly behind it. Also Read - Face ID to reach Macs, all iPhones and iPads in a couple of years
Another major riser in the chart is Samsung, which had the strongest one-year gain of any brand in the top 100 and is up by 53 percent from 2012. On the other hand, Nokia s brand value has shrunk by an alarming 55 percent in the past year, and BlackBerry s fate is even more dire as the smartphone maker has fallen out of the top 100 altogether.
In such a fast moving category and industry, it is murder to catch up once you fall behind, explains Kevin Lane Keller, branding expert and professor at Dartmouth s Tuck School of Business.