Interbrands’ annual ranking of the World’s Most Valuable Brands. The three key indicators that determine the brand value are: the financial perfomance of the branded products or services, the role of brand in the purchase decision process and the strength of the brand.

Apple remains the most valuable brand in the world, with record valuation at more than $355 billion, according to the latest Brand Finance Global 500.

Apple wrestled the most-valuable brand crown from Amazon last year. While the gap between the two closed a little through 2021, the tech giant retains top spot after a stellar two years of value growth. Apple was valued at $140.5 billion in 2020 – meaning it has increased 152% since then.

Apple’s place at the top should not come as a surprise. As we noted earlier this month in our analysis of the WTR Brand Elite indices, at the start of 2022 Apple became the first US company to reach $3 trillion market cap. While the iPhone still accounts for around half of the brand’s sales, the company has deepened its focus on diversification and devoted more attention to its other suite of products. Brand Finance points to a new generation of iPads, an overhaul to the iMac and the introduction of AirTags. Its range of services, from Apple Pay to Apple TV, has also gone from strength to strength. Its valuation also reflects the bolstering of its privacy and environmental credentials (eg, through the announcement that its manufacturing partners will be moving to 100% renewable energy as part of the company’s bid to reach carbon neutrality by 2030).

The company is set to continue this diversification, with the prospect of new products such as virtual reality and augmented reality headsets set to provide additional revenue lines. David Haigh, CEO of Brand Finance, commented: “Apple commands an amazing level of brand loyalty, largely thanks to its reputation for quality and innovation. Decades of hard work put into perfecting the brand have seen Apple become a cultural phenomenon, which allows it to not only compete, but thrive in a huge number of markets. With rumours abounding of its foray into electric vehicles and virtual reality, it seems it is ready for a new leap.”