BrandArena: Apple Crowned World's Top Brand

Wednesday 27 May 2015

Apple Crowned World's Top Brand

Apple overtakes Google in the 10th Annual BrandZ Top 100 Most Valuable Global Brands ranking - Millward Brown
Apple has overtaken Google to reclaim the title of 'world's most valuable brand'.

In the 2015 BrandZ™ Top 100 Most Valuable Global Brands, released on this week by WPP and Millward Brown. Apple has increased its brand value to $247 billion, a rise of 67% year on year. Google (no.2) also grew, achieving a 9% value increase to reach $173.7bn. Microsoft, now worth $115.5bn, is the new no.3, rising one position with value growth of 28%.

Though the AppleWatch has proved extremely popular, it is the success of the iPhone 6 that has been the main driver of Apple's brand value growth.

Doreen Wang, Millward Brown's Global Head of BrandZ, comments: "Apple continues to 'own' its category by innovating and leading the curve in a way that generates real benefits for consumers. It meets their rational and emotional needs, and makes life easier in a fun and relevant way. Apple is clear on what it stands for, and never stops refreshing its message to sustain the difference that makes it so desirable."

The total brand value of the Top 100 now stands at $3.3 trillion, a 14% increase on 2014 and a 126% growth over the 10 years since the ranking was first launched.

The fastest riser in the BrandZ Top 100 is Facebook, growing 99% to $71.1bn, achieved through its successful strategy of acquiring other social apps such as Instagram and WhatsApp, and an understanding of how to monetise and cross-sell its acquired platforms by selling optimal advertising solutions to businesses with a specific target audience.

The success of Apple, Google and the other tech brands in this year's listing also reflects the power of the technology sector, which grew the total valuation of the Top 20 brands by 24% to just over $1trn.

Commenting on the results, Charles Foster, Regional Managing Director, Millward Brown Africa & Middle East said. "In the rankings for the last three years, we see MTN unable to retain its position in the Top 100 this year. Although MTN grew in rand value, the currency devaluation and the strengthening dollar makes it harder for African brands to maintain or grow their value relative to the global brands. But with the largest growing middle class and continued foreign investment, it's inevitable that African brands and companies will bounce back."

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