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Apple dominates global brands

Cape Town – Tech companies have once again dominated the top global brands in a survey that measures the most valuable brands in the world.

Apple increased its brand value at the top of the Interbrand survey by 43% to $170.2bn, followed by Google rising 12% to $120.3bn, Coca Cola at $78.4bn, Microsoft at $67.6bn, with IBM rounding out the top five at $65bn.

Samsung, Amazon, Intel, Cisco and Oracle were all represented in the top 20 brands and the results mimic an earlier survey from 2015.

While the BrandZ survey calculated Apple’s value at $246bn earlier in 2015, the list also reflects an emerging dominance by tech companies.

“Technology and automotive brands dominate this year’s ranking, holding a combined 28 positions. Technology brands, in particular, dominate - collectively making up more than a third (33.6%) of the total value of all 100 brands,” Interbrand said.

READ: Top 10 'most valuable' car brands

Interbrand calculated the top brands by taking their delivery of customer expectations and economic value into account.

Apple reported record opening weekend sales on the launch of its iPhone 6s, which will officially become available in South Africa on October 16.

“Many of the brands in this year’s Top 100 are so intuitively aligned with people’s priorities that they are able to seamlessly integrate into their everyday lives,” said Jez Frampton, Interbrand chief executive.

Here is the list of the top 10 global brands and their relative increase or decrease:

1. Apple (+43%)
2. Google (+12%)
3. Coca-Cola (-4%)
4. Microsoft (+11%)
5. IBM (-10%)
6. Toyota (+16%)
7. Samsung (0%)
8. GE (-7%)
9. McDonald’s (-6%)
10. Amazon (+29%)

Check out the full list here.


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