Apple’s brand value gained 37 per cent, beating Google with a 36 per cent rise, followed by BlackBerry with a 32 per cent rise, J.P. Morgan with 29 per cent, Allianz with a 28 per cent rise and Visa with a 26 per cent rise.
Despite the impressive growth, and a $21,143 million value, Apple finished in 17 slot overall, well behind Coca Cola in top spot, followed by IBM, Microsoft, Google, GE, McDonald's, Intel, Nokia, Disney and HP.
"Apple had another great year," noted Interbrand. "It continues to control its messages very carefully, which creates enormous buzz and anticipation."
"Advertising campaigns and interactive websites remain distinct and consistent, keeping the role of brand exceptionally high. If the brand has one fault, it’s the failure to provide perfectly functioning new products."
"This year, iPhone 4’s reception glitches warranted a public apology from Steve Jobs – and left the door wide open for public criticism. Apple could also improve its corporate citizenship profile, which remains neutral. While it partners with the PRODUCT (RED) Global Fund, this remains relatively unknown."
According to the company, Interbrand’s method looks at the ongoing investment and management of the brand as a business asset. The final value can then be used to guide brand management, so businesses can make better, more informed decisions, insists the company.
"There are three key aspects that contribute to the assessment: the financial performance of the branded products or services, the role of brand in the purchase decision process and the strength of the brand," Interbrand adds.
Interbrand’s Top Ten Brands in 2010
1 Coca-Cola 70,452 ($m)
2 IBM 64,727 ($m)
3 Microsoft 60,895 ($m)
4 Google 43,557 ($m)
5 GE 42,808 ($m)
6 McDonald's 33,578 ($m)
7 Intel 32,015 ($m)
8 Nokia 29,495 ($m)
9 Disney 28,731 ($m)
10 Hewlett-Packard 26,867 ($m)