The BrandZ Most Valuable Global Brands report was based on a combination of consumer insights and financial analysis. The researchers started by determining the portion of a brand's contribution to its parent corporation's earnings, then assessed a brand's predicted future earnings and isolated the intangible value of the brand (i.e., the extra price premium consumers are willing to pay for the brand).
Apple's brand value increased 67% over the past year, according to the Millward Brown analysis. Google, which topped the list last year, recorded a brand value increase of 9%.
Microsoft is listed as the third most valuable global brand in 2015, followed by IBM, Visa, AT&T, Verizon, Coca-Cola, McDonald's, and Marlboro.
Check out the top 20 list below, and the full report for Millward Brown's ranking of the top 100 brands.
About the research: The BrandZ Most Valuable Global Brands report was based on a combination of consumer insights and financial analysis.
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