Apple remains most valuable global brand with 19% growth to $183 billion

Posted:
in General Discussion edited January 2014
A new survey again placed Apple as the world's most valuable brand, even as nearly half of the top 100 global brands, including rivals Google and Microsoft, lost value over the past year.

Millward Brown's BrandZ Top 100 estimated (via The Next Web) Apple's brand to be worth $182.95 billion, up 19 percent from last year's report.

IBM grew 15 percent year over year to climb to second 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.

Three wireless operators rounded out the top 10. AT&T placed eighth with a value of $68.87 billion, followed by Verizon at $49.15 billion. China Mobile, the world's biggest carrier, came in 10th with a value of $47.04 billion.

Other notable technology companies on the list include: Amazon.com ($34.01 billion, No. 18), Facebook ($33.23 billion, No. 19), HP ($22.90 billion, No. 26), Intel ($15.63 billion, No. 49), Samsung ($14.16 billion, No. 55) and Sony ($9.44 billion, No. 86).

BrandZ Top 100
Source: Millard Brown


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. The report cited "myriad economic and political issues that eroded consumer confidence in the developed economies" and slowing expansion in emerging markets as reasons for the sluggish overall growth.

Social networking site Facebook, however, continued its rapid growth in spite of the tough economic climate. For the second year in a row, the company had the biggest growth in brand value. Facebook's brand value increased 74 percent from last year.

In order to calculate brand value, Millard Brown calculates the earnings of the brand in question and then multiplies it based on projected earnings to arrive at an estimated financial value of a brand. The methodology also takes into account a brand's contribution, or its ability to "stand out from the crowd, generate desire and cultivate loyalty." Brand contribution is calculated as a percentage that is then multiplied by financial value to determine brand value.

Comments

  • Reply 1 of 13
    tylerk36tylerk36 Posts: 1,037member


    Honestly it hard to believe that Mc Donald's is that high ranked among the global brands.  I really don't see it.  


     


    Apple on the other hand I do see because they make stuff that just works and gives you a warm fuzzy feeling inside. :)

  • Reply 2 of 13
    technarchytechnarchy Posts: 296member


    Bigger than big brother...

  • Reply 3 of 13
    ifij775ifij775 Posts: 470member
    Calculating "brand value" sounds like hokum, but I can't argue with the results.
  • Reply 4 of 13
    waybacmacwaybacmac Posts: 309member

    Quote:

    Originally Posted by tylerk36 View Post


    Honestly it hard to believe that Mc Donald's is that high ranked among the global brands.  I really don't see it.



     


    Believe it. I've traveled a lot to places like China, the Philippines, Turkey, and Europe. You can find MacDonald's seemingly everywhere. Great boon for American travelers in foreign lands. Not necessarily for the food but you can usually count on finding an American style, relatively clean toilet there. ;-)

  • Reply 5 of 13
    saareksaarek Posts: 1,105member
    I don't understand how AT&T or Verizon are top "global brands" as they are only in the US.

    No one who is not a geek would know who they are outside of their home country.
  • Reply 6 of 13
    rogifanrogifan Posts: 10,669member
    Where is Samung?
  • Reply 7 of 13
    lkrupplkrupp Posts: 6,686member
    Terrible news. AAPL will certainly tank today as it always does with news lke this. Some analyst will find cause to short the stock. Mark my words.
  • Reply 8 of 13
    island hermitisland hermit Posts: 6,217member

    Quote:

    Originally Posted by Rogifan View Post



    Where is Samung?


     


    55

  • Reply 9 of 13
    quinneyquinney Posts: 2,523member

    Quote:

    Originally Posted by lkrupp View Post



    Terrible news. AAPL will certainly tank today as it always does with news lke this. Some analyst will find cause to short the stock. Mark my words.


    Totally. With $100 per share in cash and $200 per share in brand value, the business itself is selling for $268 per share.  With about $45 per share in earnings expected, and growing earnings at about 50% yoy, a P/E of 6 and P/E/G of .12 is outlandishly high. /analystspeak

  • Reply 10 of 13
    aizmovaizmov Posts: 988member
    They lost me at AT&T and Verizon.
  • Reply 11 of 13

    Quote:

    Originally Posted by saarek View Post



    I don't understand how AT&T or Verizon are top "global brands" as they are only in the US.

    No one who is not a geek would know who they are outside of their home country.


     


     


    It just highlights the economic power of the US in relation to the rest of the world. The same can be said of China Mobile that only does business in China yet they are number10. Ditto for Vodafone for Europe. The telecom brands do carry a lot of economic weight. It's impossible to not notice the top carrier brands in each country, whatever they may be. Eventually, these carriers will cross various geographical boundaries through M&A.


     


    I'm surprised Samsung's brand value is as low as it is. On another brand survey it was rated around #20. The Samsung brand is very visible all over Europe and Asia - especially in all of the airports.

  • Reply 12 of 13
    jragostajragosta Posts: 10,473member
    ifij775 wrote: »
    Calculating "brand value" sounds like hokum, but I can't argue with the results.

    You mean you don't believe Apple's brand is worth $182,951 M? Do you think it's closer to $182,952 M?
    /s

    It's really funny how these groups think their numbers are more meaningful if they use a lot of decimal places.
  • Reply 13 of 13
    cmvsmcmvsm Posts: 204member


    Which of course means that investors are worrying that Apple is too big and could become unstable as they may run out of suppliers, Tim Cook may get cancer, and there is a rumor that the new TV will only be 19" large. All in all, get ready for another 12% drop in stock price tomorrow, and an even larger one right before blowout earnings.

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