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Apple Remains The Most Valuable Global Brand As Google Jumps To No. 2

Marketing Week is out with its annual BrandZ list of “the top 100 most valuable global brands.” Apple leads the list for a third year in a row. Google, IBM, McDonald’s, and Coca-Cola follow. Apple’s “brand value” is $185 billion. However, its value only increased 1 percent year over year. Cupertino’s rate of growth has slowed by 95 percent due “to a slip in stock price and negative investor sentiment.” Apple’s share price is off nearly 35 percent from its September high. As Brandz director Peter Walshe explains:
(Apple's) brand value only increased by 1 per cent this year but it still holds the record for the most valuable brand. And it leads by a long way. The next brand in the ranking, Google, is worth $113.7bn [reversing a 3 per cent decline last year to a 5 per cent gain] so Apple is $71.4bn ahead - nearly the value of Coca-Cola, which just shows how strong, powerful and meaningful that brand is.
The rest of the top 10 include AT&T, Microsoft, Marlboro, Visa, and China Mobile. Apple first hit No. 1 in the Brandz survey in 2011 when it displaced Google. Cuerptino's previous rankings are as follows:
  • 2010: 3
  • 2009: 6
  • 2008: 7
  • 2007: 16
  • 2006: 29
The Brandz list places a value on the opinion of a brand’s customers. To do so, the folks behind it interview more than 2 million people in 30 countries. The value is calculated by taking the financial value created by a corporation and multiplying it by the brand contribution. See also: Fortune: Apple Remains The World's Most Admired Company For Sixth Year.
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