Study: Apple still world's top brand

Study: Apple still world's top brand
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.

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



1. medicci37

Posts: 1361; Member since: Nov 19, 2011

Didn't expect IBM would be that high. Also suprised Samsung isn't on the list.

3. cepcamba

Posts: 717; Member since: Feb 27, 2012

IBM is making money out of entire companies through IT infrastractures. They were there first and it's hard to migrate IT stuff with your business on-going so it's kind of a trap that companies can't escape. They have to continue using IBM stuff or their Info Systems will be f***ed up. By the way, one reason why some companies are not on the top of the list (such as Samsung and some Big Oil companies) is that the measure used was not based on actual company value. Some companies are really big (like Exxon) but a big chunck of their worth is in their infrastructures. Like if it's between two guys, one earning $1M/year and has stocks worth $20M, another earning $100k/year and owns a house worth $25M. Though the 2nd guy's income is lower than the first, he is still richer in true value and the first guy has some more years to catch up.

2. christianqwerty

Posts: 467; Member since: May 05, 2011

Good job apple and google! Just a few years ago, they were small, now they are huge.

4. gallitoking

Posts: 4721; Member since: May 17, 2011

This reafirms Apple and Google are not going anywhere...

5. 9_HeLLs_oF_DrOid

Posts: 127; Member since: Jan 02, 2012

Apple grew by 19% and Google "grew" by -3%. See the difference?

7. taco50

Posts: 5506; Member since: Oct 08, 2009

Thumbs up

9. rudlie

Posts: 205; Member since: Mar 13, 2012

apple giving 80% of revenue for google and android only giving 20%. do you copy that?

10. Non_Sequitur

Posts: 1111; Member since: Mar 16, 2012

The term "grow" in this article means obtaining more revenue, not how many people use the company's products. If McDonalds sold their burgers cheaper than Burger King and had to give some of the profit to the companies who were helping McDonalds make their burgers, while Burger King made their own burgers, jacked up the price, and made everyone believe it was better (when in reality, McDonalds would be better), who would earn more revenue? It's quite simple. This does not mean anything. We all know that Apple earns more than Google and we've known it for a while.

6. bbblader

Posts: 590; Member since: Oct 24, 2011

good job apple now to remain in this spot make iPhones 2x as pricy as now

8. sipha

Posts: 440; Member since: May 12, 2012

I hate it when the USA makes a list about how it view thing, and say it speaks for the world... Besides who the hell is verizon?? I would have understand if they said vodafone(who owns verizon) And IMB number 3, pleas, it would harld make the top 100..

11. DigitalMD

Posts: 226; Member since: Feb 17, 2010

Unfortunately the promise of smart phones is no longer viable. With data cost skyrocketing and carriers capping bandwidth, its back to the days of SMS and voice.

Latest Stories

This copy is for your personal, non-commercial use only. You can order presentation-ready copies for distribution to your colleagues, clients or customers at or use the Reprints & Permissions tool that appears at the bottom of each web page. Visit for samples and additional information.