Apple becomes the most valuable brand in the world and four of the five most valuable brands are technology and telecommunications companies.
According to a new study by the global brand agency Millward Brown listing the world's top 100 brands, Apple has overtaken Google to become the world's most valuable brand. Google had topped the rankings for the past four years.
Thanks to its latest flagship products, the iPhone and iPad, Apple is now worth $ 153 billion.
According to Peter Walshe, Millward Brown's International Brand Director, Apple's meticulous attention to detail, coupled with an increasing presence of its devices in corporate environments, has enabled it to behave differently from other consumer electronics manufacturers. .
Of the top 10 brands included in Monday's report, six were from technology and telecommunications companies: Google in the second position, IBM in the third, Microsoft in the fifth, AT&T in the seventh position and China Mobile in the ninth.
McDonald’s rose two spots to fourth place, as fast food has been the fastest growing category; Coca-Cola fell one position to sixth place; Marlboro also dropped one position, finishing eighth; and General Electric was ranked 10th.
According to Walshe, demand from China has been a major factor in the rise of fast food brands. Nineteen of the 100 brands on the list come from emerging markets, up from 13 last year.
Facebook It has made it into the top 100, at number 35, with a brand value of $ 19.1 billion, while Chinese search engine Baidu rose to 29 from 46 the previous year.
Toyota regained its position as the world's most valuable automobile brand, recovering from a failed product recall in 2010. However, the survey was conducted prior to the March earthquake that caused massive disruption in Japanese supply chains .
The total value of the 100 most valuable brands increased 17% to $ 2.4 trillion, as the world economy underwent a shift towards growth.
Millward Brown takes as a starting point the value that companies place on their major brands as intangibles in their earnings reports.
You combine that with the insights of more than 2 million consumers in benchmark markets around the world through surveys conducted throughout the year, and then apply a multiple derived from the company's future near-term growth prospects.