Apple topples Google as most valuable global brand
The study looks at the top brands and analyses their dollar value based on financial data and brand equity surveys of consumers.
The rise to number by Apple corresponds with the company’s explosion in popularity since the release of the iPhone and, more recently, the iPad.
Technology brands make up one third of the top 100 and include Microsoft (No 5); HP (18); Oracle (22); BlackBerry (25); Facebook (35); Cisco (44) and Intel (58).
“Nine of the top ten brands have a strong brand history or presence in Australia,” says Martin Attwood, senior account manager of 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.”
In terms of sector growth, fast food led the way with 22 per cent growth over last year followed by luxury (19 per cent) and technology (18 per cent).
You can view the full list of the Top 100 here.