Apple Inc. (NASDAQ:AAPL) again has topped the list of the world’s global brands by value. This time it’s with Brandirectory, a report from Brand Finance which values Apple’s brand at $104.68 million. That’s a significant leap from last year’s value according to the site, which was $87.304 million. This is the third consecutive year in which Apple has held the top spot on the company’s list.
The company received a significant boost in brand value after the launch of the iPhone 5S late last year, according to other firms which measure the value of major global brands. Also a recent report indicated that brand loyalty for Apple Inc. (NASDAQ:AAPL) is quite high, which undoubtedly adds to the value of the company’s brand.
Apple joins other tech companies in domination
Of course Apple Inc. (NASDAQ:AAPL) isn’t the only technology company at the top of the list, although all of the others are significantly lagging behind it in terms of brand value. Samsung Electronics Co., Ltd. (LON:BC94) (KRX:005930) is second on the list with a brand value of $78.752 million. One again, its brand value has swelled significantly since last year, climbing from $58.771 million.
Google Inc (NASDAQ:GOOG) is in third place, while Microsoft Corporation (NASDAQ:MSFT) is in fifth. This is at least the second year all four of the top companies’ brand values have risen.
How Apple stacks up to others
Even though Apple Inc. (NASDAQ:AAPL) has the most valuable brand in terms of dollars, it doesn’t have the highest brand rating. Of the top three, Google Inc (NASDAQ:GOOG) has the highest, with an AAA+ rating. Apple’s brand rating is AAA.
Also Apple Inc. (NASDAQ:AAPL) doesn’t have the most powerful brand, according to the firm. It grants that honor to Ferrari, although the automaker is far down on the list in terms of the monetary value of its brand.
In order to determine the value of the world’s top brands, Brand Finance looked at what companies would be willing to pay to license a specific brand if it didn’t own it. The firm also used estimates for future revenue to calculate an approximate royalty rate.