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Apple named world's most valuable brand (again)

Technically Incorrect: In Interbrand's annual survey, Apple stays ahead of Google. Facebook, though, is the fastest-growing brand.

Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.


"Thank you. Thank you. Thank you."

Andrew Burton, Getty Images

Apple is fading.

Apple's lost its sense of innovation.

Apple misses Steve Jobs.

Apple is still the most valuable brand in the world, according to the latest ranking.

This, depending on your perspective, might suggest that the world's business entities are fairly poor at brand-building or it might express some basics about the Apple brand and how humans react to it.

Branding consultancy Interbrand just announced its list of the Best Global Brands of 2016 and, as mentioned, Apple is at the top. Again.

Interbrand calculates that the brand's value has increased by 5 percent since last year. Google, in second place, has grown by 11 percent. (Google and Apple have been the top 2 for the last four years.)

Coca-Cola is third (and declining) and Microsoft is fourth. These are followed by Toyota, IBM, Samsung, Amazon, Mercedes-Benz and GE.

You'll be wondering how Interbrand comes to these subtle conclusions.

It looks at the financial performance of the brand's products and services, the role of the brand in pulling the consumer toward choosing it and the strength of the brand in commanding a premium price or engendering vast amounts of money for its company.

And so the lone graying Apple is still perched atop the value tree.

Somehow, it's maintained enough consistency as it's expanded across the globe. True, the excitement level of its product launches barely registers these days on the star power Richter Scale in comparison to, say, a Kanye West tweet.

But somehow Apple does enough and competitors manage to falter with uncanny regularity. Apple didn't immediately respond to a request for comment or confirmation of ululations of joy.

It's worth, though, looking at which of the top 100 brands are growing most quickly. Facebook heads the pack, with 48 percent growth. Next come Amazon, Lego and, perhaps surprisingly, Nissan.

We realize that we're already in a world in which our feelings are largely dominated (and recorded) by tech companies and tech companies mostly pay lip-service to our feelings.

Perhaps one of the elements that keeps Apple at the top is that it considers real human beings with a touch more depth and nuance that do many other brands.

But once you're the biggest, can that last?