Chalk another one up for Apple.
Apple is the world’s most valuable brand with a value of $153.3 billion, according to Millard Brown Optimor’s annual “BrandZ: Top 100 Most Valuable Global Brands” study released today. In just one year, Apple’s brand value has increased by 84 percent, the study said.
Google, the leader in the study for four years running, was knocked down to second place this year, losing 2 percent of its brand value to end up at $111.5 billion.
IBM, McDonald’s, and Microsoft rounded out the top five with brand values of $100.8 billion, $81 billion, and $78.2 billion in brand value, respectively.
The marketing and advertising industry, not surprisingly, believes strongly in the importance of brand value. “Strong brands, while not immune to the vicissitudes of the market, are more protected, prepared, resourceful and resilient,” David Roth of WPP, parent company of Millard Brown Optimor, said in a statement.
If that’s the case, Apple’s ability to insulate itself from market issues has exploded over the last several years. Millard Brown Optimor said Apple’s brand value has increased 859 percent since 2006–the first year of the BrandZ study. Moreover, Apple’s year-over-year growth has easily overshadowed the rest of the market. According to the study, the top 100 brands have seen their combined value increase by 17 percent to $2.4 trillion since last year.
