The most valuable brands also happen to have company logos more recognizable than many of the firms' founders. Can you tell what the following 15 iconic logos are, based on just a peek? Take the following quiz.
This year the most valuable brand in the world is Apple (NASDAQ: AAPL), worth over $98 billion, according to the latest ranking by brand consultancy Interbrand. Apple's value has skyrocketed since 2000, the first year Interbrand produced its ranking. Back then, the computer maker was worth just $6.6 billion and came in at #36.
Coca-Cola's value increased (by 2 percent to $79 billion); it just didn't increase as much as its high tech rivals.
Jez Frampton, global chief executive of Interbrand tells ABC News there are many reasons for Apple's having rocketed to the top. There is no other company, he says, that excels better at engaging its customers.
"They are very good at understanding the innate needs of their customer," he says, maybe even better than those customers understand them.
Henry Ford, he says, used to joke that if he'd asked his customers what they wanted, they'd have said a faster horse. They didn't know they wanted a car until Ford gave it to them, just as a million iPad addicts didn't know they needed an iPad.
Interbrand's rankings take into account three measurements of value: the financial performance of the branded product or service; the influence power of the brand in driving consumer purchasing decisions; and its ability to command a premium price.
Luxury brand in general moved up this year's list, with Prada making the third most dramatic rise of any company in any category. The Italian fashion house rose 30 percent from last year, just behind top-rising technology brands Facebook and Google. Prada placed ranked the 72nd most valuable brand.
Frampton says Prada has benefited from expansion of the luxury goods market in Asia. "The Chinese consumer is ever-richer."
Nokia and BlackBerry fell in the rankings. BlackBerry fell off the list entirely.
Nokia fell 65 percent to number 57—the biggest decline in brand value in the history of the ranking.
"Nokia just failed to see the significance of the smart phone market," says Frampton. "They missed the boat. As for BlackBerry, they took their eye off their core market—business users."
Both companies, he says, had a chance to come back: The strength of their brands bought them time to try to return to the market with some marvelous new product or service. "It bought them breathing space, but time passed, and neither could come back."
quicklist: Apple title: Logo 1 Hint category: media: 20423138 text:
quicklist: title: Answer category: Apple Inc. media: 20423148 text:
quicklist: title: Logo 2 Hint category: media: 20423260 text:
quicklist: title: Answer category: Google Inc. media: 20423270 text:
quicklist: title: Logo 3 Hint category: media: 20423189 text:
quicklist: title: Answer category: The Coca-Cola Company media: 20423209 text:
quicklist: title: Logo 4 Hint category: media: 20423300 text:
quicklist: title: Answer category: IBM, or The International Business Machines Corp. media: 20423313 text:
quicklist: Microsoft title: Logo 5 Hint category: media: 20423386 text:
quicklist: title: Answer category: Microsoft Corp. media: 20423396 text:
quicklist: GE title: Logo 6 Hint category: media: 20423240 text:
quicklist: title: Answer category: General Electric Company media: 20423250 text:
quicklist: title: Logo 7 Hint category: media: 20423346 text:
quicklist: title: Answer category: McDonald's Corp. media: 20423356 text:
quicklist: Samsung title: Logo 8 Hint category: media: 20423406 text:
quicklist: title: Answer category: Samsung media: 20423416 text:
quicklist: Intel title: Logo 9 Hint category: media: 20423323 text:
quicklist: title: Answer category: Intel Corp. media: 20423333 text:
quicklist: Toyota title: Logo 10 Hint category: media: 20423426 text:
quicklist: title: Answer category: Toyota Motor Corp. media:20423436 text:
quicklist: Mercedes-Benz title: Logo 11 Hint category: media: 20423366 text:
quicklist: title: Answer category: Mercedes-Benz media: 20423376 text:
quicklist: BMW title: Logo 12 Hint category: media: 20423158 text:
quicklist: title: Answer category: BMW media: 20423168 text:
quicklist: Cisco title: Logo 13 Hint category: media: 20423178 text:
quicklist: title: Answer category: Cisco Systems Inc. media: 20423199 text:
quicklist: Disney title: Logo 14 Hint category: media: 20423219 text:
quicklist: title: Answer category: The Walt Disney Company media:20423230 text:
quicklist: HP title: Logo 15 Hint category: media:20423280 text:
quicklist: title: Answer category: Hewlett-Packard Company media:20423290 text: