Apple is once again the world’s most valuable brand, according to Interbrand’s Best Global Brands Report of 2018.
This marks the sixth consecutive year Apple has topped Interbrand’s rankings. Other contenders that vied for the top spot were Google, Amazon, Microsoft and Coca-Cola, but Apple took the top spot rather easily with its brand value growing by 16-percent up to $214.5 billion. That’s up from the $184.1 billion brand value Apple had in 2017.
To gather a company’s brand value, Interbrand calculates its financial performance of branded products and services, the brand’s role in purchases, customer loyalty, sustainable demand and future profits.
Rounding out the top five were Google with $155.5 billion, Amazon with $100.7 million, Microsoft with $92.7 billion and Coca-Cola with $66.3 billion, the only company in the top five that saw a decline in value over the last year.
Apple’s profile has been growing steadily as it rides the popularity of the iPhone, Apple Watch, iPad and Mac. But it hasn’t rested on its laurels. It’s invested a lot of money on new products like Apple Music and accessories that provide an easy and continuous form of revenue. On the horizon Apple is rumored to launch original programming that will be available on the Apple TV for which Apple has recruited many Hollywood heavy hitters.
With a new iPad Pro on the horizon and the launch of three new iPhone models, Apple’s lead is set to continue in 2019.