Apple Overtakes Google As Most Valuable Brand
Punting Google off its perch, tech giant Apple has been crowned the ‘World’s most valuable brand’ by WPP and Millward Brown.
While the Apple Watch has massively dominated headlines since its launch, the report finds it’s Apple’s iPhone 6 which really shoved the brand to the top.
The rankings of the top 100 most vlauebale global brands is an annually released report, now in its tenth year, with the top brands now worth a whopping $3.3 trillion to businesses, a 14 per cent increase since last year.
Apple has seen a brand value change of 67 per cent since 2014, with Google seeing a nine per cent increase.
Doreen Wang, Millward Brown’s global head of BrandZ, commented: “Apple continues to ‘own’ its category by innovating and leading the curve in a way that generates real benefits for consumers. It meets their rational and emotional needs, and makes life easier in a fun and relevant way. Apple is clear on what it stands for, and never stops refreshing its message to sustain the difference that makes it so desirable.”
Apple, Google and Microsoft round out the top three most valuable brands, with Microsoft overtaking IBM to pull the bronze. Microsoft increased its branda value change by 28 per cent, with IBM slipping down 13 per cent since the previous year.
Coca-Cola and McDonald’s were the only soft drink and fast food companies to make the list, coming eight and ninth respectively.
WPP’s David Roth said: “Brand value has risen substantially despite a disruptive decade. This is a pivotal moment for brand builders. We’re at the threshold of a new normal, and a changing consumer. The past 10 years of valuing brands proves that investing in creating strong, valuable brands delivers superior returns to shareholders.”
Check out the table below for the top ten.
The BrandZ Top 10 Most Valuable Global Brands 2015
|
Rank 2015 |
Brand |
Category |
Brand value 2015 ($M) |
Brand value change |
Rank 2014 |
|
1 |
Apple |
Technology |
246,992 |
67% |
2 |
|
2 |
|
Technology |
173,652 |
9% |
1 |
|
3 |
Microsoft |
Technology |
115,500 |
28% |
4 |
|
4 |
IBM |
Technology |
93,987 |
-13% |
3 |
|
5 |
Visa |
Payments |
91,962 |
16% |
7 |
|
6 |
AT&T |
Telecom providers |
89,492 |
15% |
8 |
|
7 |
Verizon |
Telecom providers |
86,009 |
36% |
11 |
|
8 |
Coca-Cola* |
Soft drinks |
83,841 |
4% |
6 |
|
9 |
McDonald’s |
Fast food |
81,162 |
-5% |
5 |
|
10 |
Marlboro |
Tobacco |
80,352 |
19% |
9 |
* The Brand Value of Coca-Cola includes Lights, Diets and Zero
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