Apple 2.0

Covering the business that Steve Jobs built

Brand values: Apple +129%, Samsung +40%, Nokia -16%

October 5, 2012: 7:06 AM ET

A new report says Apple is now the second most valuable brand in the world

Click to enlarge. Source: Interbrand. Chart: PED

FORTUNE -- Apple (AAPL), Amazon (AMZN) and Samsung are up sharply.

HP (HPQ), Dell (DELL), Microsoft (MSFT) and Nokia (NOK) are down.

Such are the high-tech highlights from Interbrand's 13th annual Best Global Brands report, issued Thursday.

Based on, among other things, the strength of a brand to command a premium price, Apple was the top rising brand of 2012, registering a 129% jump year over year. According to Interbrand, the Apple logo is now valued at $76.6 billion, second only in the world to Coca Cola's (KO).

"Despite Steve Jobs' passing," wrote Interbrand, "consumers' emotional connection to the Apple brand remains stronger than ever -- this was made clear just recently with the launch of iPhone 5. Even in the face of increasing competition from rivals Google and Samsung, the company continues to demonstrate its commitment to protecting the Apple brand and its intellectual property."

Below: Interbrand's list of the top 20 brands in this year's list, more than half of which belong to tech companies. Among the first-time entrants in the top 100 brands are Facebook (FB) at No. 69 and Pampers (PG) at No. 34. You can see the full list 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

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