Apple has cemented its position as the world’s most valuable brand, while the recently floated Facebook is one of the fastest growing. According to the latest edition of Millward Brown’s annual BrandZ report, Apple has effortlessly took the top spot overtaking giants such as Google (last year's leader), IBM, McDonald's and Microsoft.
The study reveals that Apple is number one global brand with value growth of 19 per cent and is now worth $182.9bn. Its brand value is now the equivalent of Peru's GDP. As the Brandz report says – “When a single brand creates as much value as the entire economy of a fast-growing Latin American country, it's time to stand and take notice.” Powered by an immensely successful new product, the iPad, as well as new versions of existing products such as the iPhone, Apple's brand value grew by a stupendous 84 per cent over the past 12 months.
Facebook, with a market value of $82 billion after its initial public offering last week, was the fastest climber in the top 100, seeing its brand value rise by 74 percent to $33.2 billion to put it in 19th place.
A three percent drop in brand value caused Google to slip from last year's second-place showing to third-place in 2012. McDonald's placed fourth while Microsoft came in fifth with a brand value of $76.65 billion, down two percent from last year. Coca Cola and Marlboro placed sixth and seventh, respectively.
2011 proved to be a difficult year for brand growth, according to the survey. The aggregate value of the top 100 brands grew just 0.4 percent, compared to 17 percent growth last year. Eileen Campbell, Global CEO of Millward Brown, said, “Brands are an insurance policy for businesses. Despite a prolonged period of economic stress, political uncertainty and natural disasters that buffeted brands across many categories, the value of the world’s leading brands keeps rising across many categories, sustaining and nurturing businesses.”
April 22, 2013, 5:55 am UTC
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