January 16, 2012, 2:46 PM — Technology companies own six of the 10 most valuable brands in the world, according to brand consultancy Interbrand's annual Best Global Brands report.
And no, Apple is not the world's top corporate brand. That title belongs to Coca Cola, whose brand value was estimated by Interbrand at $71.9 billion, up 2% from a year ago.
Apple's not even the top tech company in terms of brand value, according to Interbrand, even though Apple has a valuation of $390 billion, making it the most valuable tech company in the world.
In fact, Apple ranks only No. 8, with a brand value of $33.5 billion. But Apple jumped nine places on the Interbrand report, with its brand value increasing 58% over the past year.
The other nine companies in the top 10 held their positions from last year, with IBM listed as the top tech company and No. 2 overall. Here are the top 10 (figures in billions, with percent change from last year):
1. Coca Cola -- $71.9, 2%
2. IBM-- $69.9, 8%
3. Microsoft -- $59.1, -3%
4. Google -- $55.3, 27%
5. GE -- $42.8, 0%
6. McDonald's -- $35.6, 6%
7. Intel -- $35.2, 10%
8. Apple -- $33.5, 58%
9. Disney -- $29.0, 1%
10. HP -- $28.5, 6%
Yes, that's HP listed at No. 10, with a gain in brand value over the past year. Which makes you wonder about the validity of Interbrand's report. Maybe Interbrand was swayed by TouchPad mania.
The company Apple replaced in the top 10 makes a little more sense: Nokia tumbled to No. 14, with a brand value of $25.1 billion, a drop of 15% since the previous year. That was the biggest year-over-year percentage loss in the report.
Another tech company whose brand value skyrocketed in the Interbrand survey was Amazon.com, whose brand value gained 32% to $12.8 billion, enabling the online retailer to move to No. 26 from No. 36.
In determining its list, Interbrand says it considers three factors: The ﬁnancial performance of the branded products or services, the role of brand in the purchase decision process and the strength of the brand.