Apple Tops Google to Become World’s Most Valuable Brand

iPhone, iPad and Macbook products have pushed Apple ahead of Google to become the world’s most valuable brand, according to a new study by global brands agency Millward Brown.


The dominance of the iPad and continued success of its iPhone smartphone and Macbook notebook products have propelled Apple to the top of Brandz’s top 100 (pdf), capturing consumer attention despite higher pricing than products provided by its rivals.


Of the top 10 brands, six were technology and telecoms companies. Google was slightly ahead of IBM at three, Microsoft at number five, AT&T at number seven and China Mobile in ninth. Online retailer Amazon also slightly edged Walmart as the world’s most valuable retail brand. Facebook is 35th, valued at $19.1 billion, while Chinese search engine Baidu rose to number 29 from 46.


BrandZ valuations ranks similarly to how investment banks would value brands, basing in part on brand-equity tracking surveys and financial data from Bloomberg and analyst reports. The data calculates the earnings attributable to a brand, how much of the earnings can be attributed to a close bond with its customers and growth potential for the brand-driven earnings.


The studies are powered by BrandZ, the world’s largest, most reliable and comprehensive brand analytics and equity database. Conducted by Millward Brown for exclusive use by WPP group companies, the study has been running for thirteen years and includes more than 1 million in-depth consumer interviews about over 7,000 brands in 30 countries. The commentary on this page focuses on two key studies that rely on the  BrandZ database to examine salient trends impacting brand value today.

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