Marketing intelligence company, Milward Brown Optimor, has recently released its annual ranking list which depicts Apple as the most valuable brand in the world thanks to its diversified business portfolio, strong corporate branding and balance of global and local strength that have pushed it to the top. Milward Brown has determined these ranking through brand value in which Apple has topped the chart during this year with a strong value of $185 billion. However, the growth rate of Apple has plunged down by 95 percent due to significant drop in the stock price of the Cupertino-based company and negative sentiment of investors. In spite of this, the director of BrandZ, Peter Walshe, believes that most influential brands do not go down too much even when their stocks are going up and down.
“Apple maintains its top slot in the rankings this year because of the strength of its brand, with a value of $185.1bn. However, its rate of growth has slowed by 95 per cent due to a slip in stock price and negative investor sentiment.”
“Its brand value only increased by 1 per cent this year but it still holds the record for the most valuable brand. And it leads by a long way. The next brand in the ranking, Google, is worth $113.7bn [reversing a 3 per cent decline last year to a 5 per cent gain] so Apple is $71.4bn ahead – nearly the value of Coca-Cola, which just shows how strong, powerful and meaningful that brand is,” says Walshe.
The market intelligence company has created the BrandZ Top 100 global brands index by going through 14 different categories, which stretches over 5 sectors: food and drink, consumer, technology, commodities and financial institutions. Explaining the procedure of ranking firms, Milward Brown explained that it has determined the value of the brands by accounting their financial value that were created by the corporation and then multiplied them with the brand contribution.
This enabled the company to determine the top ten most valuable brands of the world in which Google comes at number two, IBM stands at three, McDonalds manages to grasp fourth spot, whereas Coca Cola was at number five. In these top ten, four out of ten companies belongs to the technology sector, as Microsoft was ranked number seven in the most valuable brands list, while China Mobile has seized 10th place with 55,368 brand value.
Source: iPhoneinCanada
Photo: 9to5Mac
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