Apple 2.0

Covering the business that Steve Jobs built

Brand values: Apple +12%, Dell -12%, Microsoft -4%

September 21, 2009: 11:16 AM ET

Interbrand InsetApple (AAPL) is up, as are Google (GOOG), Amazon (AMZN) and to a lesser extent Research in Motion's (RIMM) BlackBerry.

Microsoft (MSFT), Dell (DELL) and Yahoo (YHOO) are down.

Such are the high-tech highlights of the 2009 edition of Interbrand's annual listing of the top 100 "best global brands."

Google (up 25%) is the big winner, followed closely by Amazon (up 22%). Dell (down 12%) was the biggest loser.

Apple, whose name is now valued by Interbrand at $15.443 billion, up $1.6 billion (12%) from last year, jumped four places to break into the top 20 for the first time.

"The recession won't take a bite out of this Apple," wrote Interbrand, employing a metaphor that's not exactly brand new. "Declining Mac sales and fears for the company's future without brand visionary Steve Jobs, were outweighed by record high iPod sales, doubling sales for the iPod Touch, and all-time high market share for Mac OS software. Price might be a barrier for cost-conscious consumers, but Apple responded quickly with high margin, low-priced products like the US $99 iPhone and a new, voice-activated iPod Shuffle."

Below the fold: The tech results in bar graph form.

Source: Interbrand

Source: Interbrand

Interbrand, a division of Omnicom (OMC), is a consulting firm that has been estimating the value of the biggest brand names for 20 years. For a description of their methodology, click here.

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About This Author
Philip Elmer-Dewitt
Philip Elmer-DeWitt
Editor, Apple 2.0, Fortune

Philip Elmer-DeWitt has been following Apple since 1982, first for Time Magazine, and now on the Web for Fortune.com.

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