For the third consecutive year, Apple (NASDAQ:AAPL) has topped Forbes’ list of the “World’s Most Valuable Brands.” Fellow tech giant Microsoft (NASDAQ:MSFT) took second place, while beverage maker Coca-Cola (NYSE:KO) took third place. According to Forbes, Apple’s brand value increased 20 percent over last year to $104.3 billion.
Forbes calculated each company’s brand value by first looking at the company’s average revenue over the past three years. Next, Forbes “allocated a percentage of those earnings to the brand based on the role brands play in each industry.” For example, Forbes gave increased weight to company brands in the luxury and beverage businesses. Finally, Forbes used the average price-to-earnings multiple of the company’s stock over the past three years to determine the final brand value.
Although Apple took the top spot, it only had the third-highest year-over-year brand value increase in the top-ten rankings after Samsung (SSNLF.PK) and Google (NASDAQ:GOOG). Samsung’s brand value jumped a whopping 53 percent over last year, giving the Korea-based company a ninth-place ranking on this year’s list. Meanwhile, Google boosted its brand value by 26 percent, giving it a fifth-place ranking behind IBM (NYSE:IBM).
Forbes noted that tech companies dominated this year’s list, claiming four spots in the top-five rankings. Tech companies also qualified more than any other type of industry with a total of 19 spots out of 100 rankings.
Brand value company Interbrand also recently placed the Cupertino-based company at the top of its 2013 list of “Best Global Brands.” However, Interbrand arrived at its brand valuations using different criteria than Forbes. Rather than relying primarily on financial data, Interbrand looked at “analyses of the competitive strength of the brand, the role the brand plays in the purchase decision, and the financial performance of the branded products or services.”
However, despite using different methodologies and giving dissimilar rankings to other companies, both Forbes and Interbrand concluded that Apple was the No. 1 brand in 2013. Here’s how Apple has traded over the past week.
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