Apple overtakes Google as most valuable brand

Apple has unseated Google as the “world’s most valuable brand” for the first time since 2007, according to Millward Brown’s BrandZ report.

To see the full list, click here

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The iPad maker’s brand is valued at $153.3bn (£93bn), an 84% increase since last year. It has increased 959% since the annual survey began in 2006.

Google’s brand is now valued at $111.5bn (£68.3bn), a 2% fall

Peter Walshe, Millward Brown BrandZ director, says: “Apple has built its whole brand on a promise it lives up to. The BrandZ Top 100 are not only more trusted and recommended but are better value – people are prepared to pay what they are worth.”

Facebook, at 35, is the biggest riser by percentage, increasing its brand value 246% to $19,1bn (£11.6bn) and entering the Top 100 brands for the first time.

Amazon has climbed the highest number of places to 14, up from 46 last year, and is valued at $37.6bn (£22.7bn). It is also the most valuable retailer in the Top 100.

Despite suffering a reputation crisis following the Gulf oil spill and shedding 27% of its brand value and falling 30 placed to 64, BP remains in the top 10 UK brands valued at $12,5bn (£7.6bn).

Toyota, which also suffered reputation damage following a global recall crisis, dropped only one place to 27 in the global Top 100 and retained the top spot in the automotives category valued at $24,2bn (£14.9) – an 11% rise.

A full analysis of the Millward Brown Brand Z report will appear in Marketing Week’s issue on 12 May, and online.

Top 10 Global brands

Apple $153.3bn (£93.9bn)
Google $111.5bn (£68.3bn)
IBM $100.8bn (£61.7bn)
McDonald’s $81bn (£49.6bn)
Microsoft $78.2bn (£47.9bn)
Coca-Cola $73.7bn (£45.1bn)
at&t $69.9bn (£42.7bn)
Marlboro $67.5bn (£41.3bn)
China Mobile $57.3bn (£35.1bn)
GE $50.3bn (£30.79bn)

Top 10 UK brands

Vodafone $43.6bn (£26.6bn)
HSBC $22.6bn (£13.8bn)
Tesco $21.8bn (£13.3bn)
Shell $15,2bn (£9.3bn)
BP $12,5bn (£7.6bn)
Standard Chartered Bank $12bn (£7.3bn)
O2 $11.7bn (£7.1bn)
Barclays $8.8bn (£5.4bn)
Marks & Spencer $5.3bn (£3.2bn)
Asda $3.9bn (£2.3bn)

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