You might not have thought the iPhone 5 was mind-blowing, but…


Apple just took the #1 spot from Coke as the most valuable global brand (according to Interbrand) for the first time in 13 years.

Other big movers include Amazon and eBay, while Nokia is just…ouch.

Take a look here:

What brand’s change in value, in your mind, is the biggest surprise?


5 thoughts on “You might not have thought the iPhone 5 was mind-blowing, but…

  1. Sandra Muir

    I’m surprised Starbuck’s only went up by 8%, and it’s a bit lower down on the list than I thought it would be (although that might be because I’m there all the time buying Chai Tea Lattes and muffins!). Perhaps some of its challenges in the UK are having an impact on its brand? But I’m not surprised at all that Apple surpassed Coke and Google. I feel like Apple is the new Coke. It’s also interesting that Chevrolet joined the list this year, and even more interesting that it sells 60% of its vehicles outside of the U.S. I have never thought of Chevrolet as an “international brand.”

  2. Aleks Zen

    Anyone look into Interbrand’s valuation methodology? They use a three point method involving financial analysis, brand role & brand strength.

    from their website:
    “Brand Strength is scored on a 0–100 scale, based on an evaluation across 10 key factors that Interbrand believes make a strong brand. Performance on these factors is judged relative to other brands in the industry and relative to other world-class brands. The strength of the brand is inversely related to the level of risk associated with the brand’s financial forecasts.

    A proprietary formula is used to connect the Brand Strength Score to a brand-specific discount rate. In turn, that rate is used to discount brand earnings back to a present value, reflecting the likelihood that the brand will be able to withstand challenges and generate sustainable returns into the future”.

    Why does Interbrand factor their subjective analysis of future brand risk into their brand valuation? Why not stop at the financial analysis & brand role, which is far less subjective? This information seems relevant for an investment banker setting up an acquisition, but wouldn’t a brand manger be more interested in how much the brand was worth that year? Not the present value of the brand based on Interbrands estimation of future earnings and brand specific risk.

    When viewing this from a marketing perspective it seems revenant to point out; this list represents how Interbrand believes the brands will perform over the next 5 years, not how well the brands performed that year.

  3. obeverett

    I’m surprised that Facebook was ranked 52 as a top global brand. I thought it was going to be ranked way higher, considering most people I know have a Facebook account and are active users. However they did mention that it have shown a 42% growth due to the success of mobile users, so I’m expecting it will rank much higher within the next few years. Another thing from the site that surprised me was Facebook launched a smartphone and the Facebook home app? Two things that apparently did not gain much traction and I have never heard of!

  4. rachelnakamoto

    I am personally surprised that Nokia is on the list for top 100 global brands because I think that this brand is irrelevant as I cannot think of any current product offerings. Nokia was once well known for their cell phones and innovation but due to intense competition from Apple and Android, they have lost market share. I was surprised to hear that they are getting out of the cell phone business because that is what they are known for. Now, I wonder what they are going to do.

    1. blaineaberdeen

      I am definitely not surprised by the fact that Nokia had a -65% growth but like Rachel said, I am surprised they made it on the list at all! With the popularity in so many other smart phones; for example iPhones, are extremely popular right now which is most likely why Apple has now made it to the top of the list! Other smartphones such as Samsung and Android phones are also rising in popularity. I doubt there will be any dramatic market changes when Nokia actually leaves the phone business – but I am also wondering, what direction will the company take?
      -Blaine Aberdeen


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