Apple’s phenomenal growth has finally paid off to its brand eventually. Demand an acceptance of iPhone and iPad has made Apple world’s most valuable brand pushing Google down ending a four-year region by the Internet search titan. With staggering 84% appreciation towards its value in last one year, Apple stands firm at top position with whooping $153 billion brand valuation.
As per the sixth annual BrandZ Top 100 Most Valuable Global Brands report, by Millward Brown Optimor, Apple leads the list followed by Google, IBM, McDonald and Microsoft. Interestingly, previous brand leader Google is the only company, among top 10 brands, which has recorded negative change of 2% to its brand value compare to last year.
Other key findings in the study are that during the economic recovery of the last year, the combined value of all the brands in the top 100 has risen by 17 percent and is now worth $2.4 trillion. In terms of geography, according to the 2011 BrandZ study, 19 of the Top 100 brands now originate in “BRICs” markets, versus only two in 2006.
While analyzing the finding, another interesting fact which has beamed that six out of top 10 brands is directly related to Technology and Telecom Industry.
However, Mc-Donald’s, at number four position in the list, has emerged has top brand in Fast-food category with appreciation of two position compare to last year while Coca-cola lost similar number only to reach at sixth position in this year list.
The BrandZ index calculate the brand value on number of factors – estimate of a brand contribution to earnings, valuation of intangible assets, measures of customers perception and an estimate of growth potential.
“The anecdotal evidence is that if employees are given the choice of two similar jobs they opt for the one with better technology for its employees – for example an iPad,” said by Mr Walshe – Global BrandZ director of Millward Brown. Apple, he added, had also succeeded in emulating luxury goods brands, in that making its products more expensive had increased their desirability.
Surprisingly, social media giant – Facebook – got positioned at number 35 with overall brand value worth 19.10 billion. Company has been listed first time ever in BrandZ list and is the only company in the space of Social Media. Ebay, which was holding 76th position last year, has got depreciation of 6 positions only to reach at number 82 in this year Top Global Brand list. Though, Ebay’s brand value has been appreciated to $10.7 billion compare to $9.2 billion last year, decline in the position came due to stronger emergence of other global brand.