Registering a staggering 84 percent increase in value over the past year, Apple has emerged as the most valuable brand in the world, ending the four-year reign of Google at the top of the table in the sixth annual BrandZ Top 100 Most Valuable Global Brands study according to WPP’s Millward Brown Optimor.
Apple has increased in value by 859 percent since 2006 and now stands at $153.3 billion. Ironically (or not) this is more than the GDP of the US itself.
Whilst Apple is a winner, note BP has dropped 27 percent (table below).
The 2011 BrandZ study identifies and ranks the world’s most valuable 100 brands by their dollar value, an analysis based on financial data combined with consumer measures of brand equity. It also highlights that during the economic recovery of the last year, the combined value of all the brands in the top 100 has risen by 17 percent and is now worth $2.4 trillion. In terms of geography, according to the study, 19 of the Top 100 brands now originate in “BRICs” markets, versus only two in 2006.
“The importance of brand for global business success is becoming increasingly significant,” said David Roth at WPP. “In the last year, the global economy shifted from recovery to real growth, the combined value of all brands in the Top 100 ranking has risen by 64 percent since 2006 and is now worth $2.4 trillion. Strong brands, while not immune to the vicissitudes of the market, are more protected, prepared, resourceful and resilient.”
How they fared globally: