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

tech4all Avatar
107 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)
toaster64 Avatar
107 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)
linuxcooldude Avatar
107 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)
ArtOfWarfare Avatar
107 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)
toaster64 Avatar
107 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)
spicynujac Avatar
107 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

Flat 2021 MacBook Pro Mockup Feature

Unreleased Apple Macs and Apple Watches Listed in Eurasian Database Ahead of Fall Product Launches

Monday August 2, 2021 9:34 am PDT by
Apple is preparing for a slew of fall product launches according to new filings that showed up today in the Eurasian Economic Commission database. There are listings for new Mac and Apple Watch models, all of which have previously unknown model identifiers that indicate that they're upcoming devices. There are six new Apple Watch identifiers, including A2473, A2474, A2475, A2476, A2477, and...
ifixit iphone12 mini

Apple to Make Space for Larger Batteries in iPhones, iPads, and MacBooks By Adopting Slimmer Peripheral Chips

Monday August 2, 2021 2:12 am PDT by
For future iPhones, iPads, and MacBooks, Apple plans to use smaller internal components in an effort to increase the size of the device's battery, according to DigiTimes. Image Credit: iFixit Specifically, Apple plans to "significantly increase the adoption" of IPDs or integrated passive devices for the peripheral chips in its products. These news chips will be slimmer in size and allow for...
Apple watch series 5 new case material made of titanium 091019

Titanium Apple Watch Series 6 Models Currently Widely Unavailable

Sunday August 1, 2021 6:21 am PDT by
Models of the Apple Watch Series 6 with titanium cases part of the "Apple Watch Edition" collection is currently widely unavailable for pick-up in several of Apple's retail stores in the United States and is unavailable entirely for delivery in major markets. Noted by Bloomberg's Mark Gurman in the latest edition of his "Power On" newsletter, titanium models of the Apple Watch Series 6,...
General Apps Messages

Android iMessage Competitor Puts Pressure on Apple

Friday July 30, 2021 3:15 am PDT by
Google and the three major U.S. carriers, including Verizon, AT&T, and T-Mobile, will all support a new communications protocol on Android smartphones starting in 2022, a move that puts pressure on Apple to adopt a new cross-platform messaging standard and may present a challenge to iMessage. Verizon recently announced that it is planning to adopt Messages by Google as its default messaging...
REC ASA CODE2016 20160601 205816 2745

Elon Musk Reportedly Demanded to Become Apple CEO as Part of Potential Tesla Acquisition [Update: Musk Denies]

Friday July 30, 2021 9:04 am PDT by
Tesla CEO Elon Musk reportedly once demanded that he be made Apple CEO in a brief discussion of a potential acquisition with Apple's current CEO, Tim Cook. The claim comes in a new book titled "Power Play: Tesla, Elon Musk and the Bet of the Century," as reviewed by The Los Angeles Times. According to the book, during a 2016 phone call between Musk and Cook that touched on the possibility of ...
iPhone 13 Wi Fi 6E feature update

Wi-Fi 6E Explained: What It Could Mean for iPhone 13 and Beyond

Monday August 2, 2021 8:00 am PDT by
The iPhone 13 is widely expected to come with Wi-Fi 6E capabilities, and while it may seem rather nuanced to the average consumer, with only improved speeds and being "up to date" in the realm of Wi-Fi technology, it's actually a fairly significant improvement, laying the groundwork for much of what we know the future holds. To truly understand Wi-Fi 6E, MacRumors sat down for an exclusive...
magic keyboard touch id

Apple Makes Magic Keyboard With Touch ID Available for Separate Purchase

Tuesday August 3, 2021 5:22 am PDT by
Apple has made the Magic Keyboard with Touch ID, which previously was only available with the purchase of the new 24-inch iMac, available for purchase individually for $149. Apple also retails the Magic Keyboard with Touch ID and a numeric keypad for $179. A standard Magic Keyboard without Touch ID or a numeric keypad is available for $99, and a new Magic Trackpad for $129. One major...
themorningshowcarrell

Apple Decided Not to Buy Reese Witherspoon's 'Hello Sunshine' Media Company

Monday August 2, 2021 2:02 pm PDT by
Reese Witherspoon's media company "Hello Sunshine" recently courted various buyers, and while Apple was one of parties interested in buying Hello Sunshine, the Cupertino company did not end up going through with the purchase. Hello Sunshine was valued at around $900 million thanks to its involvement in popular series like The Morning Show," "Big Little Lies," and "Little Fires Everywhere,"...
COVID19 Digital Wallet Apple Wallet

Australian Government Now Offering COVID-19 Digital Vaccination Certificates for Apple Wallet

Monday August 2, 2021 12:04 am PDT by
The Australian government has introduced support for adding COVID-19 vaccination digital certificates to Apple Wallet via the Express Plus Medicare app on iOS. Image credit: Tap Down Under As spotted by Tap Down Under, users who have received two doses of either the AstraZeneca or Pfizer vaccine now have access to the digital certificate through their Medicare online account or via the Medica...
mac pro new graphics

Apple Introduces New High-End Graphics Options for Mac Pro

Tuesday August 3, 2021 7:34 am PDT by
Apple today began offering new high-end graphics upgrade options for both the tower and rack versions of the Mac Pro desktop computer. This comes on the same day that Apple started selling the Magic Keyboard with Touch ID on a standalone basis. As noted by CNN Underscored's Jake Krol, the Mac Pro can now be configured with new AMD Radeon Pro W6800X, W6800X Duo, or W6900X graphics when...