Apple was among 118 brands from 30 countries honored at the World Branding Awards. To win, a brand needs to have built a good reputation and trust with consumers, as 70 percent of the scoring process come from consumers voting for their favorite brands.
The Awards is organized by the World Branding Forum (WBF), a global non-profit organization dedicated to "advancing branding standards for the good of the branding community as well as consumers." It organizes and sponsors a range of educational programs, and has joint collaborations with universities and museums.
Global winners include Apple, Cartier, Coca-Cola, Facebook, Google, Guinness, HSBC, IKEA, Johnnie Walker, Kleenex, Lego, Louis Vuitton, McDonald's, Mercedes Benz, Nescafé, Nike, Rolex, Shell, Starbucks and VISA.
National tier winners from around the world include ANZ Bank from Australia, Sinopec from China, Hugo Boss from Germany, Airtel from India, Prada from Italy, Seiko from Japan, Samsung from Korea, Gulf Insurance Group from Kuwait, Maybank from Malaysia, KLM from the Netherlands, Babcock University from Nigeria, HBL Bank from Pakistan, Tanduay Rum from the Philippines, Chunghwa Telecom from Taiwan, MTN from South Africa, Singha Beer from Thailand, Santander from Spain, Dubai Duty Free from the UAE, and Royal Mail from the United Kingdom.
Each brand was named “Brand of the Year” in their respective categories. Apple's category was Mobile Phones.