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Apple Inc. beats Microsoft,Google to top valuable brands list: Forbes

Apple Inc. is most valuable brand in the world for a third straight time.

Global technology major Apple is the world’s most valuable brand followed by Microsoft,Coca-Cola,IBM and Google,according to Forbes magazine.

Apple has topped the World’s Most Valuable List compiled by Forbes with a brand value of $104.3 billion,nearly double the other technology major,Microsoft,which has a brand value of $56.7 billion.

“…the Apple name is as strong as ever. Apple is the most valuable brand in the world for a third straight time at $104.3 billion,up 20% over last year. It is worth nearly twice as much as any other brand on the planet by our count,” Forbes said.

Microsoft’s brand value has remained flat over the past three years,as the company struggles to make the transition from PC to the mobile world,Forbes said. “Growth has slowed,but it is still one of the most profitable brands in the world with operating margins of 34% in its latest fiscal year,” it said.

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With a brand value of $54.9 billion,Coca-Cola was ranked third on the list,followed by IBM ($50.7 billion) and Google ($47.3 billion),which make up the top five.

Among the top 10 brands,McDonald’s,with a brand value of $39.4 billion was ranked sixth,followed by General Electric ($34.2 billion),Intel ($30.9 billion),Samsung ($29.5 billion) and Louis Vuitton ($28.4 billion). Brands from US-based companies make up just over half of the list of 100,with the next biggest representation from Germany (nine brands),France (eight) and Japan (seven). No Indian company features in the list.

Technology brands are the most prevalent with 19,including six of the top 10. Samsung,which came at No. 9,had the strongest one-year gain of any brand in the top 100,up 53% to $29.5 billion. The company’s value soared 136% over the past three years.

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“Sales for Samsung’s Galaxy S4 smartphone have been on fire and the company also benefits from its market leading position with memory chips,” Forbes said. However the value of a brand can collapse in the complex,fast-moving technology world,Forbes noted.

Forbes had valued the Blackberry brand at $6.1 billion last year,but this year it stood at just $2.2 billion and has come out of the top 100 brands list.

Similarly,three years ago,Forbes had deemed the Nokia brand worth $27.3 billion,the ninth highest in the world,but is now worth just $7 billion,at 71st place.

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Forbes valued the brands on three years of earnings and allocated a percentage of those earnings based on the role brands play in each industry. The 100 most valuable brands span 15 countries across 20 broad industry categories.

First published on: 27-11-2013 at 03:03 IST
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