A recent BrandZ study that tracked the “top 100 most valuable global brands” ranked Apple as number one, pulling the brand ahead of Google, which previously lead the rankings for four straight years. In order to secure the number one spot, Apple registered an 84 percent increase in value this year, while Google dropped two percent.
The study, which was commissioned by WPP and conducted by Millward Brown Optimor, works to identify and rank brands according to their dollar value, “an analysis based on financial data combined with consumer measures of brand equity,” according to an article on macdailynews.com. Apple is valued at 153,285 million and Google is 111,498 million. Other top brands included IBM, McDonald's, Microsoft, Coca-Cola, AT&T.
“By nurturing its brand and constantly innovating, Apple is able to command a high price premium and weather economic turbulence, providing a global business success story that other brands can learn from,” Eileen Brown, CEO of Millward Brown, said in the release. She added that brand management is critical for building a company's long-term value.
Other notable results of the survey were that technology and telecom brands seemed to fair particularly well in the ranking. In addition to Apple, Google, IBM, Facebook, and Amazon saw huge increases in brand value over the year and ranked high of the list. Additionally, the fast food and luxury sectors saw huge growth in terms of brand value, while the oil and gas sector grew only one percent, which was the smallest growth rate among the sectors studied.