IT companies dominate global brand index as Apple leads top 100 companies' growth

Karl Flinders

I am Computer Weekly's services editor. My main focus areas for stories are financial services and outsourcing.

Typically for financial services I write about how the retail and investment banks are harnessing technology and how systems can be used to help companies meet regulations such as Basel II and the Markets in Financial instruments Directive (MiFID).

Outsourcing is relevant across all business and technology sector and focuses on the strategic and cost cutting benefits associated with outsourcing IT.
 

Topical issues include the insourcing versus outsourcing debate and whether it is better to off-shore, near-shore or on-shore your outsourced technology.

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Apple's brand value increased more than any other of the world's top 100 in the past year.

According to Interbrand's Top 100 Best Global Brands report, Apple saw the biggest rise in brand value while HTC became the one to watch. Interbrand's index places over 20 IT companies in the top 100 index, six of which are in the top 10.

Drinks maker Coca Cola was seen as the best global brand with an estimated brand value of $71.8bn, but IBM was not far behind in second spot with a value of $64.7bn.

Microsoft (3), Google (4), Intel (7), Apple (8), HP (10) also represented the IT sector in the top 10.

Apple had the biggest increase in the value of its brand of all 100 companies. The computer maker rose from 17th last year to 8th this year as its brand value increased 58% to a worth of $33.5bn.

Much of Apple's success can be put down to the success of Apple's iPad. Meanwhile Amazon, at number 26 with a 32% increase in the value of its brand, benefited from high sales of its Kindle and e-books, said the report.

"By identifying a consumer need ahead of competitors and quickly developing the technology to meet that need, Amazon managed to create a new revenue stream - one that bolstered both its original business model and, correspondingly, its brand value," said Interbrand.

Mobile device maker HTC is in the top 100 for the first time at 98, with a value of $3.6bn.

"HTC, a mobile device company that recently shifted from B2B to B2C, is focusing on increasing consumer awareness, establishing partnerships with more established brands and enhancing its digital brand strategy - all of which make it a brand to watch in the year ahead," said Interbrand.

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