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.
The Apple brand, as calculated by Millward Brown Optimor, a WPP company, has increased in value by 859 percent since 2006 and now stands at $153.3 billion. Other key findings in the study are 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.
“Nine of the top ten brands have a strong brand history or presence in Australia,” said Martin Attwood, senior account manager at Millward Brown Australia. “This has elevated the importance of building brands among the world’s most successful companies. CEOs and CFOs should be asking their marketing teams how they can leverage brand to both protect and grow the business. Strong brands, while not immune to the vicissitudes of the market, are more protected, prepared, resourceful and resilient.”