SAN FRANCISCO – Apple is now once again the world’s most valuable brand as it stole the crown from Google.
According to a new BrandZ report from Millward Brown, driven by the success of the iPhone 6 and 6 Plus, Apple’s brand value soared 67% to $247bn in 2015. Meanwhile, Google’s value rose 9% year over the year to $174bn.
The Cupertino-based company surpassed Google, which ranked first in the 2014 report, to reclaim the top ranking in the study for the fourth time in the past five years.
The top ten most valuable global brands in the report is made up almost entirely of technology and telecom companies, with Microsoft, IBM, Visa, AT&T, Verizon, Coca-Cola, McDonald’s and Marlboro rounding off the top ten after Apple and Google.
According to the report other notable technology companies on the list include Facebook (12th), Amazon (14th), HP (39th), Oracle (44th), Samsung (45th) and Twitter (92nd).
The methodology for BrandZ’s tenth annual ranking has several components to evaluate brand value. First, BrandZ evaluates each brand’s earnings. When a company owns multiple brands, then BrandZ has to analyze financial information from company’s annual reports and other sources, such as Kantar Retail, to figure out how much money a specific brand actually brings in. The firm also assesses a brand’s potential earnings in the future, using data from Bloomberg.
Second, BrandZ conducts consumer research online and in face-to-face interviews to evaluate both quantitative factors, such as price and availability, and intangible influences like how unique the brand is or what emotions the brand evokes in its customers.
It is pertinent to mention here that more than 3 million consumers and more than 100,000 different brands in over 50 markets are part of BrandZ’s research for the list.
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