A new survey on the value of brands has placed Apple as the world’s most valuable brand, ending Google’s four-year reign at the top of the list. The ‘Brandz’ survey, done by global brands agency Millward Brown, found that the Apple brand is worth an estimated $153 billion, which was an 84% increase from last years survey.
Global brands director of Millward Brown, Peter Walshe, said that Apple’s pointed to a number of factors that has led to Apple’s rapid rise in brand valuation. He said that their meticulous attention detail and presence in corporate environment were two of the reasons that they have behaved differently to other consumer electronics manufacturers and went on to say:
Apple is breaking the rules in terms of its pricing model. It’s doing what luxury brands do, where the higher price the brand is, the more it seems to underpin and reinforce the desire. Obviously, it has to be allied to great products and a great experience, and Apple has nurtured that.
Technology and telecommunications companies generally dominated the list, with Apple (1), Google (2), IBM (3), Microsoft (5), AT&T (7) and China Mobile (9) holding six of the top 10 spots, sharing it with the old-heavyweight brands of Coca-Cola (6) and McDonalds (4). Meanwhile Facebook entered the top 100 at number 35 this year, with a valuation of $19.1 billion.
The survey is done by Millward Brown essentially observing the value that the companies put on their own brands in their earnings reports and analysing it in conjunction with the results of a survey of more than 2 million consumers.
Unlock More with Club MacStories
Founded in 2015, Club MacStories has delivered exclusive content every week for over six years.
In that time, members have enjoyed nearly 400 weekly and monthly newsletters packed with more of your favorite MacStories writing as well as Club-only podcasts, eBooks, discounts on apps, icons, and services. Join today, and you’ll get everything new that we publish every week, plus access to our entire archive of back issues and downloadable perks.
The Club expanded in 2021 with Club MacStories+ and Club Premier. Club MacStories+ members enjoy even more exclusive stories, a vibrant Discord community, a rotating roster of app discounts, and more. And, with Club Premier, you get everything we offer at every Club level plus an extended, ad-free version of our podcast AppStories that is delivered early each week in high-bitrate audio.
Choose the Club plan that’s right for you:
- Club MacStories: Weekly and monthly newsletters via email and the web that are brimming with app collections, tips, automation workflows, longform writing, a Club-only podcast, periodic giveaways, and more;
- Club MacStories+: Everything that Club MacStories offers, plus exclusive content like Federico’s Automation Academy and John’s Macintosh Desktop Experience, a powerful web app for searching and exploring over 6 years of content and creating custom RSS feeds of Club content, an active Discord community, and a rotating collection of discounts, and more;
- Club Premier: Everything in from our other plans and AppStories+, an extended version of our flagship podcast that’s delivered early, ad-free, and in high-bitrate audio.