Apple Dethrones Google as 'World's Top Brand'

Apple is the world's number 1 brand by a distance, adding 84% to last year's valuation to leapfrog mobile o/s rival Google, according to Millward Brown's Brandz index, just published.

The sixth annual BrandZ Top 100 Most Valuable Global Brands study listed a number of new names, many from BRIC emerging markets (Brazil, Russia, India and China) which took nineteen of the top 100 slots (vs only two in 2006 and thirteen last year). Google has taken the top spot for the last four years but was the only company in the top 10 to have declined in brand value, shaving 2% to $111.5bn, while Apple was valued at $153bn (£93bn), up a staggering 859% since the inaugural index in 2006.

The combined value of all the brands in the top 100 has risen by 17% since last year and 64% since 2006, and is now $2.4 trillion. This year's rise shows the success of the companies concerned, according to Millward Brown CEO Eileen Campbell, who points out: 'Compared with an overall improvement of 13 percent in the world's equity markets during 2010, the best brands grew their value 30 percent faster.'

Valuations are based on a combination of financial data and consumer measures of brand equity, and Campbell says they represent 'a powerful measure of an organization's ability to create real and lasting value for shareholders.' She adds: 'By nurturing its brand and constantly innovating, Apple is able to command a high price premium and weather economic turbulence, providing a global business success story that other brands can learn from.'

Notable climbers and new arrivals include China's largest search engine Baidu, up 46 places in the ranking to 29th, while Facebook is straight in at no.35 with a 246% increase in value to $19.1 billion. Older brands can also remain strong, with Coca-Cola (No. 6), GE (No. 10), IBM (No. 3) and McDonald's (No. 4) shining examples - each has been around for more than half a century.

Other notable successes include online retailer Amazon which squeezed past Walmart to become the world's No. 1 retail brand and 14th overall (up 37% to $37.6 billion); and Toyota, which returned to the top slot among auto brands - up 11% to $24.1 billion - showing its resilience after a rough couple of years.

Detail is at www.brandz.com with an app downloadable via www.brandz.com/mobile .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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