Apple Beat Microsoft, Coca-Cola To Become World’s Most Valuable Brand In Forbes Ranking

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Apple’s (NASDAQ:AAPL) brand was valued at almost twice that of its closest competitor and helped the company retain its number one position on Forbes’ 2013 ranking of the world’s most valuable brands, for the third time in a row.

Apple’s brand in the list was worth $104.3 billion, a 20 percent jump over the previous year, followed by other technology giants such as Microsoft (NASDAQ:MSFT), IBM (NYSE:IBM), Google (NASDAQ:GOOG), Intel (NASDAQ:INTC) and Samsung (KRX:005935), all of whom made it to the top 10. The non-technology companies that were among the first 10 brands were McDonald’s (NYSE:MCD) and Louis Vuitton (EPA:MC) while Coca-Cola (NYSE:KO) was the only non-technology company to make it to the top five.

“The heart of a great brand is a great product,” Forbes quoted Kevin Lane Keller, a branding expert and professor at Dartmouth’s Tuck School of Business, as saying. “Design is how a product works, how it looks, how it feels. It’s functional and aesthetic. Apple has embraced that in the fullest sense possible in terms of making products simple, but also good looking and attractive.”

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A notable point here is the amount of money spent by the companies on advertising. Samsung, which had the lowest advertising spend-to-brand value ratio among the top 10 brands, spent nearly $4.4 billion publicizing its products during the year, which equals approximately $149 million spent for $1 million earned in brand value. In comparison, Apple’s ratio was only $10 million to $1 million, Apple Insider reported.

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