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
122 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
122 months ago
I am just glad that this rating did not consider Facebook as a brand!
Score: 18 Votes (Like | Disagree)
Dr McKay Avatar
122 months ago
Microsoft is worth more than Coca Cola? :eek:
Score: 16 Votes (Like | Disagree)
GSPice Avatar
122 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
122 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
122 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

gradiente iphone white

Brazilian Electronics Company Revives Long-Running iPhone Trademark Dispute

Tuesday May 19, 2020 1:06 pm PDT by
Apple has been involved in a long-running iPhone trademark dispute in Brazil, which was revived today by IGB Electronica, a Brazilian consumer electronics company that originally registered the "iPhone" name in 2000. IGB Electronica fought a multi-year battle with Apple in an attempt to get exclusive rights to the "iPhone" trademark, but ultimately lost, and now the case has been brought to...
iPhone 13 Dummy Thumbnail 2

Full iPhone 13 Feature Breakdown: Everything Rumors Say We Can Expect

Tuesday August 31, 2021 7:50 am PDT by
With the launch of Apple's iPhone 13 lineup believed to be just a few weeks away, we have compiled all of the coherent rumors from our coverage over the past year to build a full picture of the features and upgrades coming to the company's new smartphones. For clarity, only explicit improvements, upgrades, and new features compared to the iPhone 12 lineup are listed. It is worth noting that...
calculatorapp

iOS 11 Bug: Typing 1+2+3 Quickly in the Calculator App Won't Get You 6

Tuesday October 24, 2017 2:03 pm PDT by
A bug in the built-in Calculator app in iOS 11 is getting some major attention this week, despite the fact that it's been around since iOS 11 was in beta testing. At issue is a calculator animation that causes some symbols to be ignored when calculations are entered in rapid succession. You can try it for yourself: Type 1+2+3 and then the equals sign into the Calculator app quickly. Due to...
apple california streaming event

Apple Event Announced: 'California Streaming' on September 14 With iPhone 13, Apple Watch Series 7 Expected

Tuesday September 7, 2021 9:03 am PDT by
Apple today announced that it will be holding a special event on Tuesday, September 14 at 10:00 a.m. The event will take place at the Steve Jobs Theater on the Apple Park campus in Cupertino, California. As with WWDC and last year's fall events, this new event will be held digitally with no members of the media invited to attend in person. Apple will likely provide pre-taped segments for...
philips hue gradient light strip

Philips Hue Line Gains New Gradient-Enabled Lights, Updated Filament Bulbs and More

Wednesday September 1, 2021 12:30 am PDT by
Philips Hue parent company Signify today announced several new Hue lighting options, the most exciting of which feature the gradient technology that was added to the Philips Hue Play Lightstrip last year. The new Philips Hue Play Gradient Light Tube is designed to sit above or below a TV, adding a blend of multiple lighting colors in a single lighting fixture. The Light Tube comes in either...
iCloud General Feature

iCloud+'s New Custom Email Domain Feature Now Available in Beta

Wednesday August 25, 2021 7:48 am PDT by
Starting with iOS 15, iPadOS 15, and macOS Monterey, users with a paid iCloud+ storage plan can personalize their iCloud email address with a custom domain name, such as johnny@appleseed.com, and the feature is now available in beta. iCloud+ subscribers interested in setting up a custom email domain can visit the beta.icloud.com website, select "Account Settings" under their name, and select ...
iphone 12 colors 2021

iPhone 12 Colors: Deciding on The Right Color

Thursday November 5, 2020 8:35 am PST by
The iPhone 12 and iPhone 12 Pro arrived last October in a range of color options, with entirely new hues available on both devices, as well as some popular classics. The 12 and 12 Pro have different color choices, so if you have your heart set on a particular shade, you might not be able to get your preferred model in that color. iPhone 12 mini and iPhone 12 The iPhone 12 mini and iPhone 12...
apple mixed reality headset mockup feature orange

Apple's Upcoming AR/VR Headset to Require Connection to iPhone

Thursday September 2, 2021 10:08 am PDT by
The first AR/VR headset that Apple has in development will need to be wirelessly tethered to an iPhone or another Apple device to unlock full functionality, reports The Information. It will be similar to the WiFi-only version of the Apple Watch, which requires an iPhone connection to work. The headset is meant to wirelessly communicate with another Apple device, which will handle most of the ...
Top Stories 75 Thumbnail

Top Stories: Last-Minute iPhone 13 Rumors, Apple Announces App Store Changes, and More

Saturday September 4, 2021 6:00 am PDT by
The finish line is in sight! Apple's annual iPhone event is likely just a week or so away and all eyes will be on the company as it unveils the next version of its most popular product line. With any luck, we'll also see the next-generation Apple Watch and perhaps even some new AirPods. Other news this week saw Apple making some more changes to its App Store policies in response to a...
original iphone

Phil Schiller Says iPhone Was 'Earth-Shattering' Ten Years Ago and Remains 'Unmatched' Today

Monday January 9, 2017 7:15 am PST by
To commemorate the tenth anniversary of the iPhone, Apple marketing chief Phil Schiller sat down with tech journalist Steven Levy for a wide-ranging interview about the smartphone's past, present, and future. The report first reflects upon the iPhone's lack of support for third-party apps in its first year. The argument inside Apple was split between whether the iPhone should be a closed...