The two fastest-growing brands in the Top 100 both come from the technology sector. A 390 per cent rise in BlackBerry’s brand value took it into the Top 100 for the first time, at 51st place, while Apple’s brand value rose a mere 123 per cent or $30bn – the biggest rise in dollar terms.
At BlackBerry, both the business and the brand have grown, says Ms Seddon. “It’s a much, much stronger brand and the business has done unbelievably well” – globally, subscriber numbers have surged from 4.9m two years ago to more than 14m today. As with many of the most successful brands, innovation has been a strong theme, with new products helping to extend the brand’s reach beyond the business market.
