Apple overtakes Google as most valuable brand
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Apple has unseated Google as the “world’s most valuable brand” for the first time since 2007, according to Millward Brown’s BrandZ report.
To see the full list, click here
The iPad maker’s brand is valued at $153.3bn (£93bn), an 84% increase since last year. It has increased 959% since the annual survey began in 2006.
Google’s brand is now valued at $111.5bn (£68.3bn), a 2% fall
Peter Walshe, Millward Brown BrandZ director, says: “Apple has built its whole brand on a promise it lives up to. The BrandZ Top 100 are not only more trusted and recommended but are better value - people are prepared to pay what they are worth.”
Facebook, at 35, is the biggest riser by percentage, increasing its brand value 246% to $19,1bn (£11.6bn) and entering the Top 100 brands for the first time.
Amazon has climbed the highest number of places to 14, up from 46 last year, and is valued at $37.6bn (£22.7bn). It is also the most valuable retailer in the Top 100.
Despite suffering a reputation crisis following the Gulf oil spill and shedding 27% of its brand value and falling 30 placed to 64, BP remains in the top 10 UK brands valued at $12,5bn (£7.6bn).
Toyota, which also suffered reputation damage following a global recall crisis, dropped only one place to 27 in the global Top 100 and retained the top spot in the automotives category valued at $24,2bn (£14.9) - an 11% rise.
A full analysis of the Millward Brown Brand Z report will appear in Marketing Week’s issue on 12 May, and online.
Top 10 Global brands
Apple $153.3bn (£93.9bn)
Google $111.5bn (£68.3bn)
IBM $100.8bn (£61.7bn)
McDonald’s $81bn (£49.6bn)
Microsoft $78.2bn (£47.9bn)
Coca-Cola $73.7bn (£45.1bn)
at&t $69.9bn (£42.7bn)
Marlboro $67.5bn (£41.3bn)
China Mobile $57.3bn (£35.1bn)
GE $50.3bn (£30.79bn)
Top 10 UK brands
Vodafone $43.6bn (£26.6bn)
HSBC $22.6bn (£13.8bn)
Tesco $21.8bn (£13.3bn)
Shell $15,2bn (£9.3bn)
BP $12,5bn (£7.6bn)
Standard Chartered Bank $12bn (£7.3bn)
O2 $11.7bn (£7.1bn)
Barclays $8.8bn (£5.4bn)
Marks & Spencer $5.3bn (£3.2bn)
Asda $3.9bn (£2.3bn)
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Readers' comments (2)
Sean | Wed, 1 Jun 2011 10:29 am
You should clarify whether you mean BILLION dollars, or MILLION dollars.
The pdf file you link to refers to MILLION dollars. Which seems more likely.
Apple is valued in the stock market at around $200 BILLION. I am not certain that two thirds of its value rests solely on its brand.
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MaryLou Costa | Wed, 1 Jun 2011 4:57 pm
Hi Sean, if you look at the PDF file closely it says thousands of millions, which by definition is billions.
I respect your opinion about not being certain that two thirds of Apple's value rests on its brand, but you should think about why the iPhone and iPad are still the most desirable products in those markets when arguably more technically superior products exist, their brands just aren't as exciting and interesting.
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