Apple is world’s most valuable brand

Apple has cemented its position as the world’s most valuable brand, while the recently floated Facebook is one of the fastest growing, according to Millward Brown’s annual BrandZ report.

Apple

The hardware company’s value increased by 19% to $182.9bn (£115.7bn) in 2011 as demand for iPhones and iPads continued unabated.

Google, which had held the top spot for four years before being unseated by Apple last year, fell to third, losing 3% of its value. In a tech dominated top 5, it was replaced by IBM in second spot. (see table below)

Facebook, which began trading on the New York Stock Exchange last week, climbed sixteen places to 19th on the list. Its value rose 74% to $33.2bn (£21bn), up from $19.1bn (£12.1bn) in 2010.

The list, which determines value by analysing financial data, market intelligence and consumer measures of brand equity, also saw a strong showing for luxury brands, which have performed well during the recession because of growing demand from developing markets. The category’s value grew by 15% in 2011.

Louis Vuitton is the highest placed luxury brand, climbing 5 places to 21 and growing value by 7% to $25.9bn (£16.4bn). Hermes was the highest climber in the list, up 39 spots and growing value by 61% to $19.1bn (£12bn).

Of those dropping out of the list, Blackberry’s fall is the most dramatic, from 25th in 2010. Sales have slumped over the past year in the face of fierce competition from Apple and Samsung.

Among UK brands, Vodafone is the highest placed, remaining in 12th spot despite its value dropping 1% to $43bn (£27.2bn) Tesco, beset by falling sales in its core UK market, suffered an 18% drop in value to $18bn (£11.4bn).

Elsewhere, 20% of the top 100 brands now come from emerging markets, compared to just two in 2006. The highest placed is China Mobile at 10 in the list with a value of $47bn (£29.7bn).

Mobile provider MTN has become the first African brand to reach the list in 88th position.

Top 10 most valuable UK brands

Rank change Rank 2012 Brand value $m Brand contribution Brand momentum Brand value change %
0 1. Vodafone 43,033 3 6 -1%
0 2. HSBC 19,313 3 3 -14%
0 3. Tesco 18,007 4 9 -18%
0 4. Shell 17,781 1 3 17%
0 5. BP 10,424 1 3 -17%
0 6. Standard Chartered 10,064 2 1 -16%
0 7. O2 8,562 2 3 -27%
0 8. Barclays 5,961 2 2 -32%
New 9. Dove 4,696 3 6 N/A
-10 10. M&S 4,327 3 6 -18%

Top 10 most valuable global brands

Brand Brand value 2012 ($m) Brand value 2011 ($m) % Brand value chnage 2012 vs 2011
1. Apple 182,951 153,285 19%
2. IBM 115,985 100,849 15%
3. Google 107,857 111,498 -3%
4. McDonald’s 95,188 81,016 17%
5. Microsoft 76,651 78,243 -2%
6. Coca-Cola* 74,286 73,752 1%
7.Marlboro 73,612 67,522 9%
8. AT&T 68,870 69,916 -1%
9. Verizon 49,151 42,828 15%
10. China Mobile 47,041 57,326 -18%

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