bar for brand experiences.” Apple, which former Chief Executive Steve Jobs founded in his Los Altos garage in 1976, only appeared in the top ten of the Interbrand annual study in 2011. Its logo, created by advertising executive Rob Janoff in 1977, was designed with a bite taken out of it to avoid confusion with a cherry. “One of the deep mysteries to me is our logo, the symbol of lust and knowledge, bitten into, all crossed with the colours of the rainbow in the wrong order. You couldn’t dream of a more appropriate logo: lust, knowledge, hope and anarchy,” Janoff said. Graham Hayles, Interbrand’s chief marketing officer, said it was “not out of kilter” that Apple’s brand could account for a fifth of the company’s entire market value. “Apple makes a lot of money because it has a very strong brand,” he said. “There is a very strong correlation between branding and profitability.” Hayles said Interbrand, which has been carrying out the annual study since 2000, calculates brand value by examining companies’ financial performance, consumers’ “brand allegiance” and “brand-strength analysis ”. While many technology companies rose up the chart, there were big fallers, too. Finnish mobile- phone company Nokia dropped 41 places to 98th at $4.1bn, just ahead of Nintendo in 100th place (down 33). “They’re both only just in the chart now,”