A 20th BrandZ report published by Kantar ranks Apple as the most valuable brand in the world for the fourth year in a row. A total of the Global Top 100 brands were a part of the leaderboards, with the valuation of all these companies coming to an impressive $107 trillion. Out of multiple firms, Apple not only obtained the highest accolade but was the only one out of the 100 to cross the $1 trillion barrier.
New report gives Apple a valuation of $1.29 trillion, while Google, the second most valuable company, did not even cross the $1 trillion ceiling
There is no straightforward calculation provided as to how Kantar comes up with these values, but according to AppleInsider, the Cupertino giant’s total value makes up 12 percent of the total, at $1.29 trillion. Unsurprisingly, the top five companies all hail from the technology category, with Google coming in at second place with a brand value of $944.1 billion. Coming in at number three is Microsoft, worth $884.8 billion, followed by Amazon at $866.1 billion, and in fifth place, we have NVIDIA.
What is interesting about these results is that NVIDIA is currently going through the time of its life, racking up earnings like there is no tomorrow thanks to the raging AI boom. Even then, Kantar’s estimates only give the GPU manufacturer a value of $509.4 billion. Kantar states that it employs a three-step process that injects the financial value and brand contribution to determine a company’s brand value.
The earnings from tangible assets are removed from the rankings, and intangible elements such as software licenses, patents and Apple’s brand value are taken into consideration. While it appears to be a long process to determine an entity’s valuation, at the end of the day, an accurate representation can never happen, but there have been times when various reports have come close to the actual figure.
News Source: Kantar
