Apple was named the most valuable global brand in market research firm Millward Brown's tenth annual BrandZ brand value report [PDF], seeing a 67% rise in brand value to $246.9 billion. The Cupertino-based company surpassed Google, which ranked first in the 2014 report, to reclaim the top ranking in the study for the fourth time in the past five years. See BrandZ's annual reports in 2011, 2012 and 2013 for reference.
"With a 67 percent rise in Brand Value to $247 billion, Apple returned to number one in the BrandZ™ Top 100 Most Valuable Global Brands ranking. Success of the iPhone 6 and the related excitement surrounding the Apple brand drove the increase. Apple also led in the rate of brand value growth over 10 years – 1,446 percent."
The top ten most valuable global brands in the report is made up almost entirely of technology and telecom companies, with Microsoft, IBM, Visa, AT&T, Verizon, Coca-Cola, McDonald's and Marlboro rounding off the top ten after Apple and Google. Other notable technology companies on the list include Facebook (12th), Amazon (14th), HP (39th), Oracle (44th), Samsung (45th) and Twitter (92nd).
Millward Brown explains that its brand valuation methodology is based on three million consumers and more than 100,000 different brands in over 50 markets, with brand appeal measured against actual sales performance. The overall brand value of BrandZ's index saw a 14% year-over-year increase and 126% growth over the past decade.
