updated 02:17 pm EST, Thu November 7, 2013
Apple beats out Microsoft, Coca-Cola, Google
Apple's ongoing sales successes have propelled the iPhone and iPad maker to a third straight year at the top of Forbes' list of the World's Most Valuable Brands. The mobile device maker's brand was valued at $104.3 billion, nearly twice the value of the second-place finisher, Microsoft. Rounding out the top five were Coca-Cola, IBM, and Google.
Apple's brand value - based on trailing three-year revenues, average price-to-earnings ratio, and other factors - shot up 20 percent from Forbes' 2012 estimation. This year marks the third in a row that the iPhone maker has topped the brand value charts, reflecting the considerable demand for its premium-priced mobile products even in the face of stiffening competition from less expensive alternatives.
Microsoft, which has struggled to adapt to the new mobile computing paradigm, saw its brand value increase by just four percent to $56.7 billion. Search giant Google, which also makes the popular Android operating system, saw its brand value jump 26 percent for a total of $47.3 billion. Samsung, the largest manufacturer of Android-powered devices, saw its value jump 53 percent year-over-year, having spent $4.4 billion on advertising over the same period to get attain a $29.5 billion value estimation.
Samsung's advertising spend was the largest of any technology firm on the list, reflecting the South Korean giant's push to turn its name into one as valuable as any other tech titan. Apple spent one-quarter of Samsung's total on advertising over the same time frame, and the Cupertino company's brand value is more than three times as much as its Android-powered rival.
Google spent less than either Samsung or Apple to grab its No. 5 spot, shelling out only $772 million on ad spending, less than any other company in the top 10 brands.
Other technology brands on the list include Cisco, IBM, Oracle, Verizon, Nokia, and BlackBerry. The latter saw its brand value drop sharply from year to year. Nokia's brand value was estimated at $7 billion, down 55 percent, as its Windows Phone 8 powered devices have seen slow consumer adoption. Intel also saw its value estimation drop from 2012, down four percent to a total of $30.9 billion as the chipmaker deals with declining consumer interest in the traditional PC form factors that its processors power.