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Apple Tops Google as World's Most Valuable Brand


Apple surpassed Google to become the world's most valuable brand in 2011, according to the BrandZ ranking of the 100 most valuable global brands from Millward Brown. Facebook joined the Top 100 for first time, at No. 35, surging 246% in brand value from the previous year.

The value of the Apple brand reached $153.3 billion in 2011 (roughly one-half of the company's current market value), up 84% from the previous year, while Google's brand value fell 2%, to $111.5 billion, ending its four-year run at No. 1.

Below, 50 of the Top 100 most valuable global brands:

Apple's rise came on the success of existing and new products (such as the iPad), successful distribution channels (including retail outlets) and  "anticipation of a broadened strategy making the brand a trifecta of cloud computing, software, and innovative, well-designed devices," according to the report.

Overall, tech brands dominated the 2011 BrandZ ranking: Four of the five brand leaders are in technology.

IBM ranked second, followed by McDonald's, Microsoft, Coca-Cola, AT&T, Marlboro, China Mobile, and General Electric.

Below, other findings from Millward Brown's report, the BrandZ Top 100 Most Valuable Global Brands.

Top 20 Risers

Along with Facebook, the Top 20 Risers included online retailer Amazon and four other technology brands—Apple, Baidu, Siemens, and Cannon—which benefited from resurgence in B2B demand.  Among the Top 20 risers:

  • Chinese search engine Baidu increased 141% in brand value, to $22.6 billion, ranking it No. 29 in the Top 100, up from No. 75 a year earlier.
  • Amazon surpassed Walmart to become the No. 1 retail brand, valued at $37.6 billion, up 37% from the previous year. Amazon continued to add categories in 2010, even food, to drive Web traffic, according to the report.
  • Starbucks climbed 40% in brand value on the success of brand revitalization initiatives implemented two years ago by Howard Shultz when he returned as CEO.

Looking for great digital marketing data? MarketingProfs reviewed hundreds of research sources to create our most recent Digital Marketing Factbook (May 2010), a 296-page compilation of data and 254 charts, covering email marketing, social media, search engine marketing, e-commerce, and mobile marketing. Also check out The State of Social Media Marketing, a 240-page original research report from MarketingProfs.

Top Brands by Product Category

The economy appears to have shifted to growth with the Top 100 brands together appreciating 17% in brand value, to $2.4 trillion, driven by year-on-year growth in all 13 product categories.

Among those categories, food (up 22%), luxury (up 19%), technology (up 18%) led sector brand value appreciation, although a dramatic spike in value pushed insurance to first place (up 137%) because results included three large, expanding Chinese companies. 

View the full BrandZ list.

*The BrandZ Top 100 ranking, based on financial data and research among 1.5 million consumer and B2B customers in 30 countries, is derived using a methodology called, "Economic Use," in which value is calculated by looking at the role that brand plays in the purchase decision and identifying what proportion of the business value can be attributed purely to the brand. The ranking uses financial data from Bloomberg and market data from Datamonitor.

About the data: The BrandZ study, conducted annually by Millward Brown on behalf of the WPP, measures the brand equity of thousands of global "consumer facing" and business-to-business brands, and has interviewed over 1 million consumers globally.

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  • by Angela Hill, Incitrio | brand fresh Sun May 15, 2011 via web

    Historically, I think Apple has done a really great job in terms of external branding. Recently, I was disappointed by my experience at the Apple store when I learned they changed the "business program."

    This was my email to their business team after they requested feedback on my most recent purchase at the Apple store:
    The Mac Mini is the 12th computer I have purchased in my career lifetime. I was very disappointed to learn that I now have to spend $5k to get a business discount. AND, that the $5k credit only is for the past 12 months of purchases. It felt as though Apple really didn't appreciate my 15+ years of brand loyalty.

    This was the business teams' email to me:
    Thank you for your loyalty over the years. I am sorry that the business discount may not be available to you but it is the program we have in place right now. Either way, the business team is not primarily here to provide discounts but to more be relationship managers for you -- someone to come ask questions to when you need assistance.

    Anything sound wrong here to you? Something's missing in terms of understanding and appreciating customer loyalty. Do you really want to completely dismiss a customer of over 15 years?

  • by Eric Mon May 16, 2011 via web

    Mrs. Hill,

    Now you can see - Apple really sucks! You pay only for design..

  • by Michael Hetz Tue May 17, 2011 via web

    Great point Angela, more than that, as we discussed, Apple doesn't run Flash on their mobile devices, due to some sort of business huff - Steve Jobs panties are in a wad about Adobe. So here I am a loyal, branded on the forehead Mac user and I am going to get a Droid, because they enable Flash.

    What Jobs has done here is to make most websites obsolete, forcing businesses to redo their sites for mobile viewing. ( This is big money, kinda like when the area code changes were a great boon to printers, only worse.)

    My workaround is to say screw that, check my site out on your Droid.

    Talk about dismissing their client base...and talk about Droid stepping up and serving the existing market need.

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