World's most powerful brand named...and it's not Apple

[BalanceOfPower]

World's most powerful brand named...and it's not Apple

Yahoo Finance – Feb 17, 2014

Ferrari's prancing horse is instantly recognisable the world over.

Italian car maker Ferrari has pipped Apple been to be named the world’s most powerful brand due to its desirability, loyalty and consumer sentiment, according to a brand strength index released by Brand Finance.

Brand Finance chief executive David Haigh said the prancing horse on a yellow badge is instantly recognisable the world over. “…even where paved roads have yet to reach. In its home country and among its many admirers worldwide Ferrari inspires more than just brand loyalty, more of a cultish, even quasi-religious devotion, its brand power is indisputable,” Haigh said.

The brand is one of just 11 in a global rankings that have ratings of AAA+ along with the likes of Google, Hermes, Coca-Cola and Red Bull.

However the luxury car brand is a long way off being the world’s most valuable, with that title going to Apple. Ferrari is a distant 350th on that list, with a value of $US4 billion.

“Apple also has a powerful brand, rated AAA by Brand Finance. However what sets it apart is its ability to monetise that brand,” Haigh said.

Tech companies dominate the top 10, along with consumer goods and food products. Apple has edged out out rival Samsung on the list.

Australia's brands

Locally, Woolworths was named Australia’s most valuable brand in, with rival Coles dropping 17 places.

Telstra is our second most valuable brand coming in at number 140 globally. The only other local telco to make the list was Optus.

The big four banks all featured within the top 250.

Brand Finance’s world’s most valuable brands 2014 (Value in USD)

Apple, US, $104.68 billion

Samsung, South Korea, $78.75 billion

Google, US, $68.62 billion

Microsoft, US, $62.78 billion

Verizon, US, $53.47 billion

General Electric, US, $52.53 billion

AT & T, US, $45.41 billion

Amazon, US, $45.15 billion

Walmart, US, $44.78 billion

IBM, US, $41.51 billion

Toyota, Japan, $34.90 billion

Coca Cola, US, $33.72 billion

China Mobile, Hong Kong $31.84 billion

T, Germany, $30.61 billion

Wells Fargo, US, $30.24 billion

Vodafone, UK, $29.61 billion

BMW, Germany, $28.96 billion

Shell, Netherlands, $28.57 billion

Volkswagen, Germany, $27.06 billion

HSBC, UK, $26.87 billion