Apple is now the world’s most valuable brand, according to Brand Finance’s Global 500 2021 ranking.
It has overtaken Amazon and Google to reclaim the title for the first time since 2016.
According to the independent branded business valuation consultancy, Apple has its diversification strategy to thank for an impressive 87 per cent brand value increase to $263.4bn.
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The diversification policy has seen the brand expand into digital and subscription services, including the App Store, iCloud, Apple Podcasts, Apple Music, Apple TV and Apple Arcade, Brand Finance explained.
It maintained that the company’s transformation and ability to re-invent itself has contributed to it becoming the first United States brand to reach a $2tn market capitalisation in August 2020.
Commenting on the ranking and Apple’s top spot position, Chief Executive Officer of Brand Finance, David Haigh, said, “Steve Jobs’ legacy continues to flow through Apple, with innovation built into the brand’s DNA.
“As Apple reclaims the title of the world’s most valuable brand from Amazon five years since it last held the top spot, we are witnessing it Think Different once again. From Mac to iPod, to iPhone, to iPad, to Apple Watch, to subscription services, to infinity and beyond.”
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