Apple Again Ranked as World's Most Valuable Brand

Studies of "brand value" are always difficult to compare, as widely differing methodologies used by those measuring such data yield markedly different results. But tracking year-to-year movements using a consistent methodology can offer some interesting perspectives, and so Millward's Brown's latest BrandZ study (via The Next Web) makes for a good look at trends in marketing and branding.

brandz 2012 rankings
In the 2012 brand rankings released today, Apple tops the list for the second year in a row, scoring a brand value of nearly $183 billion as compared to last year's $153 billion figure that saw Apple move into the top position for the first time. Apple's 19% growth was the strongest among the top ten brands.

David Roth for WPP said “Brands help businesses create competitive differentiation, command a price premium and become more resilient to crises or economic turbulence. This year, those businesses that leveraged technology, focused on the customer experience or boosted control of their brands thrived."

Apple continues to innovate and maintain its ‘luxury’ brand status, but faces future competition from Samsung. Now worth more than $14.1 billion, thanks in part to the success of its Galaxy handsets, Samsung is successfully outpacing Apple in a significant number of markets by positioning as a cool, well-priced alternative to the ubiquitous iPhone.”

Still, Samsung's brand value of $14.1 billion for a 55th place ranking paled in comparison to Apple, and the company's 16% growth in brand value was unable to match Apple's performance.

Among other top brands, IBM passed Google to take the second spot in the rankings with a brand value of nearly $116 billion as seven of the top ten spots were held by technology or communications companies. Facebook saw the largest percentage gain among top companies, with its brand value jumping by 74% to $33 billion, a leap of sixteen places to number 19 in the rankings.

Top Rated Comments

badtzwang Avatar
118 months ago
I'm surprised IBM is so high on that list ... If anything, I would think McDonalds would be higher.
Score: 21 Votes (Like | Disagree)
nepalisherpa Avatar
118 months ago
I am just glad that this rating did not consider Facebook as a brand!
Score: 18 Votes (Like | Disagree)
Dr McKay Avatar
118 months ago
Microsoft is worth more than Coca Cola? :eek:
Score: 16 Votes (Like | Disagree)
GSPice Avatar
118 months ago
Hopefully Cook doesn't mess this up. Steve Jobs was a great visionary, Tim Cook just reminds me of a typical fat cat.

I guess you don't really know Mr. Cook, then. You must have been real close to Steve.
Score: 16 Votes (Like | Disagree)
imgonephishin Avatar
118 months ago
Given that AT&T and Verizon cracked the top 10, I'm not sure how much I trust these rankings. What about Nike? GE? Amazon.com?

Edit: I decided to check out the full 100 list. Looks like GE and Amazon.com were close at 11 and 18, respectively. But Nike was 44th? Behind such venerable brands as HP, SAP, and HSBC? Yeah, sure.
Score: 16 Votes (Like | Disagree)
Dustman Avatar
118 months ago
#27: Oracle
.
.
.
.
.
.
.
.
#43: Disney
#44: Nike


Oracle is a massive company but I find it hard to believe their brand is more valuable than Nike and Disney.

Agreed, something is fishy about this list.
Score: 13 Votes (Like | Disagree)

Top Stories

iphone12protriplelenscamera

Apple's Orders for Key iPhone 13 Camera Component Expected to Outstrip Entire Android Market

Wednesday June 9, 2021 12:47 am PDT by
Major camera upgrades coming to the iPhone 13 series are putting increased pressure on suppliers to meet Apple's demand for key lens components, according to a new DigiTimes report. Apple has reportedly put Taiwan-based makers of voice coil motor (VCM) components on notice to increase their capacity by 30-40% in order to meet the company's demand, which is expected to outstrip the entire...
live text macos monterey

Several macOS Monterey Features Unavailable on Intel-Based Macs

Wednesday June 9, 2021 8:23 am PDT by
While there are many great new features in macOS Monterey, several of them are not available on Intel-based Macs, according to Apple. On the macOS Monterey features page, fine print indicates that the following features require a Mac with the M1 chip, including any MacBook Air, 13-inch MacBook Pro, Mac mini, and iMac model released since November 2020:Portrait Mode blurred backgrounds in...
m1x mbp tags feature

Apple Lists 'M1X MacBook Pro' in YouTube Tags for WWDC Keynote Video

Wednesday June 9, 2021 7:19 am PDT by
Before WWDC, rumors largely driven by leaker Jon Prosser suggested that Apple would announce redesigned 14-inch and 16-inch MacBook Pros during the conference. Those rumors, however, did not come to fruition. Interestingly, though, Apple lists "m1x MacBook Pro" as a tag for the WWDC keynote uploaded on YouTube. The tag, first spotted by Apple YouTuber Max Balzer on Twitter, is among other...
macos monterey setup assistant

macOS Monterey Allows You to Erase a Mac Without Needing to Reinstall the Operating System

Wednesday June 9, 2021 4:41 pm PDT by
It's been a few days since Apple announced macOS Monterey, and we continue to dig through new features that weren't mentioned during the WWDC keynote, including a much more convenient way of erasing a Mac. Following in the footsteps of the iPhone and iPad, the Mac has gained an "Erase All Content and Settings" option on macOS Monterey. The option allows you to erase all user data and...
apple repair service expansion iphone repair 07072020 big

Apple Agrees to Multimillion-Dollar Settlement After iPhone Repair Technicians Post Customer's Private Photos Online

Monday June 7, 2021 2:44 am PDT by
Apple has paid a 21-year-old millions of dollars in a legal settlement after photos and videos from the customer's iPhone, sent in for repair, were uploaded to Facebook, leading to "severe emotional distress," according to a new report from The Telegraph. The incident occurred in 2016 at a repair facility run by Apple supplier Pegatron in California. The 21-year-old college student sent her...
16 inch macbook pro m2 render

New MacBook Pro Shipments Forecasted to Begin in Third Quarter

Tuesday June 8, 2021 8:28 am PDT by
While leaker Jon Prosser claimed that a new MacBook Pro was coming at WWDC, Apple's keynote did not include any new hardware announcements. Instead, it is looking increasingly likely that redesigned 14-inch and 16-inch MacBook Pro models powered by a faster iteration of the M1 chip will be released in the third or fourth quarter of the year. A paywalled preview of a DigiTimes report today...
maxresdefault

Hands-On With iOS 15: See Apple's New Operating System Update in Action

Tuesday June 8, 2021 3:28 pm PDT by
Apple yesterday unveiled iOS 15, the newest version of the iOS operating system that runs on the iPhone (and the iPad with iPadOS 15). iOS 15 is a significant update that introduces many important new features, and we thought we'd give MacRumors readers a first look at the new software. Subscribe to the MacRumors YouTube channel for more videos. Not everything that was announced yesterday is...
imac macbook pro macos monterey

Newer Macs Can Use Another Mac as an External Display on macOS Monterey

Wednesday June 9, 2021 2:10 pm PDT by
One of the key new features of macOS Monterey is the ability to AirPlay content to a Mac from other Apple devices, such as an iPhone, iPad, or another Mac. According to the macOS Monterey features page, AirPlay to Mac works works both wirelessly or wired using a USB cable, with Apple noting that a wired connection is useful when you want to ensure that there's no latency or don't have access to a ...
Dark Sky App Featured

Dark Sky iOS App, Website, and API Now Scheduled to Remain Available Until End of 2022

Thursday June 10, 2021 7:34 am PDT by
Last year, Apple acquired the weather app Dark Sky, and shortly after its purchase, Apple shut down the app for Android. Despite the revamped iOS 15 Weather app taking heavy inspiration from Dark Sky, the weather's app standalone iOS app, web app, and API will remain available until the end of next year, compared to the end of this year, as previously planned. Dark Sky announced in an update ...
photos app remove from featured

iOS 15 Finally Lets You Block Your Exes From Ruining Your Photo Memories

Wednesday June 9, 2021 12:37 pm PDT by
With iOS 15, Apple is introducing more granular control over the people and places that show up in your Photos Memories, letting you fine tune just who makes random appearances in the Photos app and the Photos widget. In iOS 14, the option on the right was available, but in iOS 15, the person-specific option is new You've already been able to select "Suggest Fewer Memories Like This" when...