Apple Named World's Most Valuable Brand for Third Year in a Row

by

applelogo.jpgMillward Brown today released its annual BrandZ study of global brands (via AllThingsD), which found Apple to be the world's most valuable brand for the third straight year.

Although Apple topped the list once again, its brand value only increased 1% to $185 billion, which is not as impressive as the 19% increase (from $153 billion in 2011 to $183 billion in 2012) it received last year. Apple rival Google jumped back up to the second spot with a brand value of $137 billion (a 5% increase) and Samsung clocked in a 51% increase and a $21.4 billion brand value at the 30th spot.

brandz2013
Overall, Millward Brown said that the technology sector was "flat," declining after 5 years of growth:

Without the surge in Apple and Facebook brand value that helped drive category growth, Technology declined 1 percent in the BrandZ™ 2013 ranking, after five years averaging 8 percent annual category growth.

Among other top brands, IBM fell down to the third spot with a brand value of $112 billion while Microsoft dropped 9% to $69.8 billion and Facebook fell 36% to $21 billion. Yahoo, which fell out of the top 100 years ago, returned to the 92nd spot with a brand value of $9.8 billion.

While "brand value" studies can be difficult to compare, because of the use of differing methodologies used by those who gather the data can lead to much different results, they can be a good look at marketing and branding trends.

Top Rated Comments

(View all)
Avatar
97 months ago

McDonald's is a valuable brand? Most people I know (including me) stay clear of anything labeled with that "M".


Unless you know everyone on this planet, your point is moot.
Score: 9 Votes (Like | Disagree)
Avatar
97 months ago
McDonald's is a valuable brand? Most people I know (including me) stay clear of anything labeled with that "M".

Apple deserves a high spot, but put Beats up on #1. That "b" sells $30 headphones for >$200.
Score: 5 Votes (Like | Disagree)
Avatar
97 months ago

I was turned off of McD's about 12 years ago. I'm doing a business research project on them and have found that they've actually really reinvented themselves over the last decade. They've done away with a lot of the childish things (the characters, the play places,) and have been trying to make themselves into more of a cafe kind of place, like StarBucks.

Nutritional information is no longer something that they try to keep a secret from customers - it's plainly printed on everything for you to look at and think, "That's interesting - I'm consuming the amount of salt with this one product that doctors think I should each day." and then stop caring because it tastes okay and the price is dirt cheap.

Not that I eat it on a regular basis by any stretch of the imagination. I've had McDonald's four times in the past 5 years... and my bias isn't against fast food in general, I eat at Burger King and Wendy's on a monthly basis.


You will find most businesses do that. Apples no different going into the mobile market was reinventing themselves and going in a different direction.

I don't think its no secret fast food is fattening. Nutritional information is now required by law in the U.S.
Score: 4 Votes (Like | Disagree)
Avatar
97 months ago

McDonald's is a valuable brand? Most people I know (including me) stay clear of anything labeled with that "M".

I was turned off of McD's about 12 years ago. I'm doing a business research project on them and have found that they've actually really reinvented themselves over the last decade. They've done away with a lot of the childish things (the characters, the play places,) and have been trying to make themselves into more of a cafe kind of place, like StarBucks.

Nutritional information is no longer something that they try to keep a secret from customers - it's plainly printed on everything for you to look at and think, "That's interesting - I'm consuming the amount of salt with this one product that doctors think I should each day." and then stop caring because it tastes okay and the price is dirt cheap.

Not that I eat it on a regular basis by any stretch of the imagination. I've had McDonald's four times in the past 5 years... and my bias isn't against fast food in general, I eat at Burger King and Wendy's on a monthly basis.
Score: 4 Votes (Like | Disagree)
Avatar
97 months ago

I'm wondering what exactly does brand value represent. Also, how is Coca Cola rising? :D


Rising economy => less people buying Shasta knockoffs? :D
Score: 4 Votes (Like | Disagree)
Avatar
97 months ago
I agree Apple is probably the most valuable brand In the USA. But I would think worldwide Coca Cola and McDonalds would take the prize. Smartphones only THIS year surpassed feature phOnes in sales volume in the USA. Worldwide, they are only a fraction, and most people can't afford Apple products. They are gaining recognition but I can't believe they are as well known as McD or Coke.

But what I really disagree with is IBM and Google. I couldn't tell you anything about IBM except that they used to make great notebooks. And Google with all it's spying and violations of the don't be evil rule--I use it but mainly out of habit and cause I have gmail. I don't necessarily think its the best search engine out there. And it doesn't have the brand cachet that Apple does.
Score: 3 Votes (Like | Disagree)

Top Stories

iPhone 12 Pro in Graphite and iPhone 12 in Blue Shown Off in Unboxing Videos

Monday October 19, 2020 8:20 am PDT by
While the iPhone 12 Pro does not launch until Friday, we now have an early unboxing video of the device courtesy of Twitter account DuanRui, providing a closer look at the shiny new flat-edge design and sleek Graphite color option. Ben Geskin re-uploaded the unboxing video to YouTube, which we've embedded below: Geskin has also uploaded an unboxing video of the iPhone 12 in Blue: ...

Kuo: iPhone 12 Pro Demand Higher Than Expected

Sunday October 18, 2020 10:39 pm PDT by
TF International Securities analyst Ming-Chi Kuo released a research note this morning detailing what he's seen with the volume of iPhone 12 and iPhone 12 Pro pre-orders in the first weekend of sales. Kuo had previously indicated that Apple's estimated shipment allocations for the new iPhone models placed the iPhone 12 at the top with 40-45% of inventory allocation (up from 15-20%). However, ...

Apple's New MagSafe Charger and Cases Begin Arriving to Customers

Saturday October 17, 2020 10:10 am PDT by
Apple's new MagSafe charger and cases have begun arriving to some customers earlier than expected, and images of the accessories have started to surface on Twitter. The photos provide a first look at the products in real-world use. As of writing, some MagSafe cases are also available for pickup at select Apple Stores in countries like the United States, Canada, and Germany. Filip...

HomePod Mini Cable is Non-Detachable, Ends With USB-C Connector for Use With Included 20W Power Adapter

Friday October 16, 2020 12:45 pm PDT by
While not detailed in the tech specs, MacRumors can confirm that Apple's new HomePod mini features a non-detachable power cable that ends with a USB-C connector for use with the 20W power adapter included in the box. With the switch to USB-C, the HomePod mini could potentially be powered by a wider range of devices and peripherals, ranging from MacBooks to USB-C battery packs with enough...

Samsung Mocks Apple for Ditching Power Adapters With iPhone 12 Lineup

Thursday October 15, 2020 11:51 am PDT by
Samsung on its social channels is mocking Apple for removing the power adapter from the iPhone 12 lineup and other iPhone models, pointing out the fact that the Samsung Galaxy smartphones continue to ship with a power adapter. "Included with your Galaxy," reads a Samsung Facebook post that features a picture of a power adapter. Apple notably is no longer providing power adapters or...

New Google App Feature Lets You Hum a Song to Search for It

Saturday October 17, 2020 4:05 am PDT by
Google has added a new feature to its Search app that allows you to hum a song that's stuck in your head, and then use the company's machine learning algorithm to try and identify it. In the Google app or using the Google Search widget, tap the mic icon and say "what's this song?" or click the "Search a song" button. Then start humming the tune for 10-15 seconds. When you're done, the...

Brazilian Certifications Suggest iPhone 12 Mini Features 2,227mAh Battery and iPhone 12 Has 2,815mAh Battery

Friday October 16, 2020 1:08 pm PDT by
Apple's iPhone mini has the shortest battery life out of all the iPhones in the iPhone 12 lineup due to its small size, but Apple has not provided public information about the battery's capacity. A regulatory filing from Brazil, however, suggests the iPhone 12 mini has a battery capacity of 2,227mAh. The same regulatory information says the iPhone 12 features a 2,815mAh battery, which is...

iPhone 12 Pro Pre-Orders Already Selling Out With Delivery Times Pushing Into November

Friday October 16, 2020 6:35 am PDT by
Apple today opened pre-orders for the 6.1-inch models of the iPhone 12 and iPhone 12 Pro through its website and the Apple Store app, and estimated delivery times are already slipping into November for select configurations in the United States. Customers ordering a SIM-free/Pacific Blue/128GB version of the iPhone 12 Pro, for example, are already facing an estimated delivery window of...

Hands-On With Apple's MagSafe Charger for iPhone 12

Monday October 19, 2020 11:54 am PDT by
Alongside the new iPhone 12 models, Apple introduced a MagSafe charger that attaches to the back of the iPhones using magnets embedded both in the charger and in the iPhone. It allows for speedier charging and paves the way for a portless iPhone in the future. MagSafe chargers are shipping out and are in some Apple retail locations now, and we picked one up to check it out. Subscribe to the ...

Apple Offering Free AirPods With iPhone 11 Purchase in India as Part of Diwali Celebration

Friday October 16, 2020 12:35 pm PDT by
Apple today launched a new Diwali promotion in India that will see the company providing customers with a set of AirPods with the purchase of any iPhone 11 model. The new iPhone 12 models are not part of the promotion. Apple is offering the standard AirPods With Charging Case free with purchase, but customers can choose to upgrade to the AirPods with Wireless Charging Case or the AirPods Pro....