In February of this year, valuation research company Brand Finance listed Apple as the most valuable brand in the world for the third year in a row. Only three short months later, another valuation research company, BrandZ, dropped Apple from the top spot it held for three years, replacing the iPad maker with Google as the most valuable brand in the world. Last November, Forbes called Apple the number one valued brand. It just goes to show you that you can make statistics say anything you want them to if you know how to manipulate the numbers right.
BrandZ’s Top 100 Most Valuable Brands lists Google in the number one spot with Apple taking second place. According to the report, Google’s brand value grew 40 percent from 2013 to $159 million, while Apple’s value dropped 20 percent to $148 million.
“I think the world is looking at Apple as a brand that created an Earth-shattering revolution, and I think that has slowed down a bit,” said Oscar Yuan, vice president at Millward Brown Optimor. “The fact that [Google] doesn’t see themselves contained in one sector is really a testament to their boldness and willingness to try new things.”
BrandZ’s report showed that IBM took the third spot with a drop of four percent in 2014 and Microsoft jumped 29 percent to number four on the list.
Interestingly, Brand Financial’s list has Samsung in second, Google in third, and IBM barely squeezing into number 10 in 2014. Microsoft holds on at number four on Brand Financial’s list, as well. At least that company knows its place.
On Forbe’s most recent list of most valuable companies, Microsoft came in second with Coca-Cola in third and IBM in fourth. Google made a big jump to number five on Forbe’s list in November of 2013
These organizations valuate companies in different ways, which is why the lists are so different. Brand Financial bases its rank on a brand’s strength and revenue. Forbes valuates brands by a three-year earning cycle combined with the role the company plays in its industry. BrandZ uses a method of valuation that includes on-going consumer research based on worldwide consumer surveys in conjunction with rigorous financial analysis.
Google may have taking the top spot on BrandZ’s list of Top 100 Most Valuable Brands list this year, but Apple supposedly has a lot up its sleeve in terms of innovation for 2014. If the company produces the kind of gadgets we are hoping for, it is sure to be back on top next year.