Whether its detractors like it or not, and despite its loss of market to longtime rival Samsung, Apple can now boast the title of the most expensive brand in the world: this is confirmed by the annual study "Best Global Brands" drawn up as always by the Interbrand agency and reported in preview by the French newspaper Lefigaro.fr.
With a progression of 28% in one year, Cupertino climbs the podium and takes the first position against Coca-Cola, which gives up the scepter after 13 years and after a growth, that of the last 12 months, of just 2%. Total: "only" 79,2 billion dollars, against almost 100 (98,3 to be precise) of Apple and also behind 93,3 of Google, which recorded a record leap of 34% in the period examined.
In reality, Apple had already won this recognition last year, but only on the financial markets: it was in fact the company with the highest market capitalization value in the world. However, Interbrand also takes into consideration other factors such as reputation and reliability: "A company can change our lives not only with its products, but also with its philosophy", explain the American consulting firm.
How can you blame them, given that today 72 million Macs are used all over the world and the new versions of the iPhone and iPad promptly break the sales records of the previous ones. Not to mention that the share on the Stock Exchange, despite the volatility of the last six months, has grown in the last 5 years by 360% on the Nasdaq in New York. After all, technological products are the ones that have moved the Interbrand ranking the most, for a total value of 443 billion dollars: Facebook is only 52nd but has grown by 43%, as well as Amazon which is 19th but rising by 27%. The only brands to keep up with these growth rates are the luxury ones, among which the +30% of Prada stands out (72nd), while the two best are confirmed as Louis Vuitton (17th) and Gucci (38th).
