Apple has been named the most valuable brand in the world in the 2015 Interbrand ranking. This is the third consecutive year that Apple has topped the list, having overtaken Coco Cola in 2013. The Interbrand ranking lists the worlds top brands, ranking them on the basis of their brand value, which is calculated by taking into consideration three key aspects: the financial performance of the branded products or services, the role of brand in the purchase decision process, and the strength of the brand.
Apple’s brand value has seen an increase of 43% over last year, increasing from $118.9 billion to $170.3 billion, a total increase of $51.4 billion. Last year Apple has been Apple’s most successful year both in terms of sales of existing products (except perhaps the iPad) and the launching/announcement of new products.
Obviously, I have no qualms about Apple topping the list or Google coming in at the 2nd spot, I think that these companies indeed enjoy the highest levels of brand recall globally. That being said, I think an exhaustive brand ranking must take into consideration the non-ethical practices of a company and the negative impact it has on a company’s brand value. I am extremely curious to know whether Interbrand considers ethical practices of a company as part of their methodology. Factors like product recalls, privacy concerns, and sustainable operations need to be mapped across these companies in order to have a balanced assessment. I do not know if Interbrand is doing this or not, but in order to add credibility, I definitely hope they start doing this.