Over the last year, Apple has managed to hold on its position on top of the list of the world's most popular brands
. The annual BrandZ study conducted by market-research agency Millward Brown, is based on a company's market capitalization or the price of a company's stock multiplied by the number of shares outstanding, and the amount of loyalty the brand inspires. Apple has increased its market value by 19% over the last year to a total of $183 billion and the loyalty for the brand cannot be questioned. Thanks to its IPO last week, Facebook showed the fastest growth in market cap over the last year, rising 74% to $33.2 billion. Combined with strong loyalty for the brand, Facebook is the 19th top brand in the survey.
Seven of the top ten most valuable brand names are tech related with Coke and McDonalds (6th and 4th respectively) decidedly not-tech. Despite anti-smoking campaigns around the world, Marlboro is now 7th, up from 6th last year. Other tech names in the top ten include IBM which leapfrogged over Google to move to 2nd place behind Apple, a throwback to the 80's when Apple and IBM would battle for control of the PC market which Big Blue usually won. Google is 3rd and Microsoft 5th. Other brands in the mobile device business include AT&T at number 8, Verizon number 9 and China Mobile, the world's largest carrier, at number 10.
Apple added market value despite the death of Steve Jobs
Nick Cooper, managing director of Millward Brown Optimor which conducted the study, said that
technology is "where it's all happening
." Cooper says that the brands that do the best are those with products that are intuitive
and where the consumer experience leads business use instead of the other way around. He calls it the consumerization of IT where a hardware and software producers must bring their products designed for the enterprise up to the levels that consumers demand in their private lives. Talking about Apple, Cooper says that it is amazing how Apple was able to add to its market value despite the death of its visionary co-founder, Steve Jobs. He sees Apple as being "catchable" but it will require Apple to falter or another company is going to have to "go on a sprint". Visit the sourcelink to see the top complete top 100 brand names.
source: MillwardBrown via Reuters
"Consumer technology is receiving the same kind of scrutiny once reserved for banks and brands will have to respond convincingly to increasing regulatory oversight. This may impact social brands like Facebook in the future."Nick Cooper, managing director of Millward Brown Optimor-
The BrandZ Top 100 Brand Names