A new report by Interbrand recently ranked Apple as the most valuable brand with Google a close second. These two tech giants knocked Coca Cola from its 13-year perch at the top. According to Interbrand, it ranks brands by looking at brand loyalty and financial performance. It also only ranks a company's brand if it has a presence in at least three major continents--so, don't expect to see that wonderful mom and pop shop down the street that you and everyone else adores in Interbrand's rankings.
According to the report, Interbrand believes that the Apple brand is worth $ 98.3 billion, Google's is worth $ 93.2 billion, and Coca Cola's is worth $ 79.2 billion. Is it at all surprising that both Apple and Google leapfrogged one of the most enduring brands in existence for over a century? Probably not.
What I found interesting about the report is that it talked about Apple's "ethos." This is something that every company should think about. I recently taught a business law class at a local community college and one of the lectures discussed just that--a company's ethos. It is not just about putting out great products or providing great services anymore. Yes, that is still important, but now a company must think about how it projects its guiding beliefs or how it will distinguish its character from a competitor.
Doing so will allow that company to grow its brand.
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