Apple is still the world’s biggest brand after 11 years

Interbrand’s Best Global Brands 2023

Apple retained its leading position as the world’s best global brand, the eleventh year the company has sat in the lead. It is the first brand to rise above half a trillion USD in brand value ($502,680m assessed value).

Apple beat Coke, but kept its fizz

The annual list from Interbrand ranks the world’s brands by numerous factors, but the number one slot remains coveted – and occupied. This year’s list confirmed that many of the world’s big brands are stagnant in growth terms – overall, brand value growth shrank to 5.7% this year compared to 16% last year. This likely reflects the continued crisis in current economic models.

In a release, Interbrand cites lack of growth mindset, weaker brand leadership and poor forecasting were behind the slow down. This follows a longer-term trend in which brands operating exclusively in one sector, taking an incremental approach, have experienced slower brand value growth.

Diversification puts gas in your tank

Gonzalo Brujó, Global CEO of Interbrand, said: “After a few years of strong brand growth, we have entered a period of stagnation, with this year’s table showing moderate growth in overall brand value.”

He noted that those brands which have seen an increase in value are those that have “transcended their established category norms and play a more significant and meaningful role in society and consumer’s lives.

“As we continue to navigate economic and environmental headwinds, there is a need for improved business cases and better brand management, to drive future investment and sustain growth, within traditional sectors and beyond,” he said. “Those who can successfully leverage their brand into new consumer pools of potential will reap the rewards of strong brand growth.”

Reaching the parts other brands don’t reach

Apple, of course, is a company that manages to combine articulated values (though I reject its approach to unionization among its staff) with the capacity to play in different markets.

That’s in line with statements from the Prophet Brand Relevance Index, which last year called Apple “The Beatles of all brands”.

“The top brands that consumers can’t imagine living without are relentlessly relevant. They are equal parts head and heart – solving everyday problems while making consumers feel delight and joy,” they said.

Manfredi Ricca, Global Chief Strategy Officer, Interbrand said: “A brand like Apple, can no longer be ascribed to a sector. It competes across different Arenas, helping its customers Connect (the iPhone), but also Thrive (the latest Apple watch was positioned as a health device), Fund (its new savings account drew nearly $1 billion in deposits in the first four days), and much more. Apple’s move across Arenas has enabled it to hold the BGB top spot for the 11th year, having overtaken Coca Cola in 2013.”

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