Apple is ‘most valuable’ global brand despite Jobs’ death

Macworld Australia Staff
23 May, 2012
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Apple is the most valuable global brand of 2012, for a second year in a row, according to the BrandZ Top 100 Most Valuable Global Brands 2012.

The study by Millward Brown announced that Apple rose 19 percent in value and is now worth US$182,951 billion, or 37 percent of its market capitalisation.

Millward Brown also noted that, taking into account the death of its visionary founder Steve Jobs in the past year, Apple’s ability to increase its brand value was extraordinary.

However, Apple faces future competition from Samsung in holding the brand status, with Samsung worth more than US$14.1 billion.

IBM is in second place on the BrandZ list, having increased its brand value by 15 percent to US$115.9 billion. It overtook Google, which declined by 3 percent in brand value to third place.

In forth is McDonald’s, followed by Microsoft, Coca-Cola, Marlboro, AT&T and Verizon. China Mobile takes the 10th position.

Facebook moved  to 19th place from 35th. It increased a massive 74 percent in brand value and is worth US$33.2 billion. No other company saw such an increase, according to the survey. It must be borne in mind that this study was conducted prior to Facebook’s IPO late last week.

Key findings in the report also highlighted that technology overall as a category was up 2 percent and that seven of the top 10 brands are technology- or telecom-related and that the arrival of the first African brand, South Africa’s MTN mobile company, ranked in the Top 100. It came in at 88th position, worth US$9.2 billion.

Commonwealth Bank became the first Australian brand in the BrandZ Top 100, at No.60 with a brand value of US$13 million.

The study, now in its seventh year, identifies and ranks the world’s most valuable brands by their dollar value, market intelligence and consumer measure of brand equity.

The BrandZ iOS app is available for free, with all the data from the BrandZ Top 100 Most Valuable Global Brands including regional and category breakdowns.


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