MercoPress. South Atlantic News Agency

Apple the most valuable brand in the world ends Google’s four year reign

Registering a staggering 84% 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% since 2006 and now stands at 153.3 billion US dollars. 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% and is now worth 2.4 trillion USD.

In terms of geography, according to the 2011 BrandZ study, 19 of the Top 100 brands now originate in “BRIC” markets, versus only two in 2006.

“The importance of brand for global business success is becoming increasingly significant,” said David Roth at WPP “In the last year, the global economy shifted from recovery to real growth, the combined value of all brands in the Top 100 ranking has risen by 64% since 2006 and is now worth 2.4 trillion USD.

Strong brands, while not immune to the vicissitudes of the market, are more protected, prepared, resourceful and resilient.”

The BrandZ Top 100 Most Valuable Global Brands study, commissioned by WPP and conducted by Millward Brown Optimor identifies and ranks the world's most valuable 100 brands by their dollar value, an analysis based on financial data combined with consumer measures of brand equity.

The most valuable Global Brands 2011:

Rank Value USD Increase over 2010

1 Apple 153,285 +84%
2 Google 111,498 - 2%
3 IBM 100.849 +17%
4 Mc Donald’s 81,016 +23%
5 Microsoft 78,243 +2%
6 Coca Cola 73,752 +8%
7 A&T 69,916
8 Marlboro 67,522 +18%
9 China Mobile 57,326 +9%
10 GE 50,318 +12%

The Most Valuable Global Brands 2011

Rank Brand Value in $ million Brand Value change from 2010

1 Apple 153,285 +84%
2 Google 111,498 -2%
3 IBM 100,849 +17%
4 McDonald’s 81,016 +23%
5 Microsoft 78,243 +2%
6 Coca-Cola 73,752 +8%
7 at&t 69,916 -
8 Marlboro 67,522 +18%
9 China Mobile 57,326 +9%
10 GE 50,318 +12%

“Our brand valuations are a powerful measure of an organization's ability to create real and lasting value for shareholders,” said Eileen Campbell CEO of brand research company Millward Brown. “By nurturing its brand and constantly innovating, Apple is able to command a high price premium and weather economic turbulence, providing a global business success story that other brands can learn from.”

“Business leaders can embrace brand management as a critical competency for building long-term financial value,” she added. “Compared with an overall improvement of 13 percent in the world's equity markets during 2010, the best brands grew their value 30% faster.”