Apple overtakes Google as the World’s Most Valuable Brand

Apple has reclaimed a long-running title as the world’s most valuable brand after Google’s stint in the top spot briefly disrupted its reign last year, according to the annual BrandZ ranking compiled by marketing research firm Millward Brown. According to the report, Apple brand surged 67% in value to a staggering $247 billion, compared to […]

Apple

Apple has reclaimed a long-running title as the world’s most valuable brand after Google’s stint in the top spot briefly disrupted its reign last year, according to the annual BrandZ ranking compiled by marketing research firm Millward Brown.

According to the report, Apple brand surged 67% in value to a staggering $247 billion, compared to Google’s 9% jump to $174 billion, a commanding lead for the Cupertino company.

A look back at each company’s track record over the past year may provide some indication why. Apple released a hugely hyped smartwatch and boasted strong iPhone sales that drove the company to routinely beat earnings expectations. Meanwhile, Google’s scrapping of its Glass headset, overseas regulatory troubles and lackluster earnings may have dented its brand appeal.

Despite that flux, Google still maintained the second-place spot and fared better than around half of those in the top 100.

With Microsoft and IBM following at Google’s heels, tech giants dominate the top ten list, and the study suggests their influence will only continue to grow. At a value of more than $1 trillion, the tech sector makes up a third of the value of the top 100, and it’s seen a 24% uptick in value over the past year.

Chinese Internet giant Tencent, Facebook, Alibaba and Amazon were among the tech and e-commerce companies that fell just short of the top ten.

See the full top ten list below:

1. Apple
Brand value: $247 billion
Last year’s value: $148 billion
Change from last year: 67%

2. Google
Brand value: $173 billion
Last year’s value: $158 billion
Change from last year: 9%

3. Microsoft
Brand value: $116 billion
Last year’s value: $90 billion
Change from last year: 28%

4. IBM
Brand value: $94 billion
Last year’s value: $108 billion
Change from last year: -13%

5. Visa
Brand value: $92 billion
Last year’s value: $79 billion
Change from last year: 16%

6. AT&T
Brand value: $89 billion
Last year’s value: $78 billion
Change from last year: 15%

7. Verizon
Brand value: $86 billion
Last year’s value: $63 billion
Change from last year: 36%

8. Coca-Cola
Brand value: $84 billion
Last year’s value: $81 billion
Change from last year: 4%

9. McDonald’s
Brand value: $81 billion
Last year’s value: $86 billion
Change from last year: -5%

10. Marlboro
Brand value: $80 billion
Last year’s value: $67 billion
Change from last year: 19%

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