Apple still top global brand as value jumps: survey

May 22, 2012
A customer walks under an Apple logo sign in in Shanghai in February 22. Apple has extended its lead as the world's most valuable corporate name with a strong 19 percent increase in its so-called brand value, a survey showed Tuesday.

Apple has extended its lead as the world's most valuable corporate name with a strong 19 percent increase in its so-called brand value, a survey showed Tuesday.

The research firm Millward Brown Optimor, a unit of advertising and communications giant WPP, found that Apple's value increased 19 percent to $182.9 billion, holding the top spot for the second straight year.

IBM's brand value grew 15 percent to $115.9 billion and overtook , which dropped to third place at $107.8 billion.

The survey attempts to determine a brand value, separate from a company's stock market value, by calculating earnings potential and other intangible factors.

In advance of its share offering, rose 74 percent in value, the strongest increase. Worth $33.2 billion the social network moved up to number 19 from number 35, the survey concluded.

The BrandZ survey showed the top 100 rose 66 percent since 2006 and are now worth $2.4 trillion.

"Brands are an insurance policy for businesses," said Eileen Campbell of Millward Brown.

"Despite a prolonged period of , 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."

David Roth of WPP said Apple continues to innovate and maintain its "luxury" brand status, but faces future competition from firms such as Samsung, which has a brand value of $14 billion.

"Samsung is successfully outpacing Apple in a significant number of markets by positioning as a cool, well-priced alternative to the ubiquitous ," he said.

The top 10 in the survey, based on consumer analysis in numerous countries, was dominated by US firms.

In fourth place was fast-food giant McDonald's with a brand value of $95 billion, followed by Microsoft ($76 billion), Coca-Cola ($74 billion), Marlboro ($73 billion), AT&T ($68 billion) and Verizon ($49 billion).

The only non-US brand in the top 10 was China Mobile, worth $47 billion.

Explore further: Google buys special effects technology firm Zync

add to favorites email to friend print save as pdf

Related Stories

Technology stars top ranking of brand value

Apr 28, 2010

Google was crowned the world's most valuable brand on Wednesday by a research firm that found technology firms dominate when it comes to how much a name is worth in today's markets.

Microsoft trying to take another bite of the Apple?

May 20, 2011

It was recently announced that Apple, assessed at $150 billion, surpassed Google as the world’s most valuable brand. This comes a year after overtaking Microsoft as the globe’s most valuable technology ...

Facebook to pass Yahoo! in display ad revenue

Jun 20, 2011

Facebook is on track to pass Yahoo! in US display advertising revenue this year while Google will also gain market share, according to a forecast published on Monday by digital marketing firm eMarketer.

When will a message of social responsibility backfire?

Jul 14, 2011

Consumers don't react positively to all messages of corporate social responsibility, according to a new study in the Journal of Consumer Research. The message needs to line up with consumers' mindsets and understanding of the ...

Recommended for you

Hackerspaces used to turn ideas turn into reality

5 hours ago

At HeatSync Labs, the tables are littered with computer chips, pens, pads and tools while the room is abuzz with the chatter of would-be inventors hoping to change the world—or just make cool things. They are part of a ...

China Telecom profit rises as mobile data grows

5 hours ago

China Telecom Ltd., one of the country's three main state-owned carriers, said Wednesday its profit rose 11.8 percent in the first half of the year as its Internet and mobile data businesses grew.

Snapchat valued at $10 bln

6 hours ago

US media on Tuesday reported that Snapchat was valued at $10 billion based on funding pumped into the startup by a powerhouse Silicon Valley venture capital firm.

User comments : 1

Adjust slider to filter visible comments by rank

Display comments: newest first

kaasinees
1 / 5 (1) May 22, 2012
How in the world are they doing it?