Question: Each year, the Interbrand consultancy complies a ranking of global brands. In 2010 Apple company was valued at $21,143 million and in 2014 they were valued at $118,863 million. How and why has the brand's ranking changed? Identify and provide reasons that explain such changes. Consult additional sources (e.g., articles from print media, annual reports, the company's Web site) to enhance your understanding of the factors and forces that contributed to the brand's move up or down in the rankings.