NEW YORK, May 22, 2012 /PRNewswire/ --
No1 Brand Apple Grows 19% to $182.9 Billion While IBM Eases Past Google to Take No.2 Spot
First African brand enters ranking
The world's biggest brands have continued to grow in value during the current economic uncertainty, according to WPP company Millward Brown's annual BrandZ[TM]Top 100 Most Valuable Global Brands study. The No1 brand for the second year, Apple, rose 19% in value and is now worth $182.9 billion. IBM grew 15% in value to $115.9 billion and overtook Google, which dropped to third place in the ranking and is now worth $107.8 billion. In advance of its IPO, eight year old Facebook rose 74% in value, making it the fastest brand value riser in the ranking. Worth $33.2 billion the social network moved up to No.19 from No.35.
The study, commissioned by WPP and conducted by Millward Brown Optimor and now in its seventh year, identifies and ranks the world's most valuable brands by their dollar value, an analysis based on financial data, market intelligence and consumer measures of brand equity.
The 2012 BrandZ Top 100 Most Valuable Global Brands ranking demonstrates the power of strong brands as both a driver of new business growth and a critical support in hard times. Between 2006 and 2012, the total value of the BrandZ Top 100 rose 66% and is now worth $2.4 trillion.
"Brands are an insurance policy for businesses," said Eileen Campbell, Global CEO of brand research company Millward Brown. "Despite a prolonged period of economic stress, political uncertainty and natural disasters that buffeted brands across many categories, the value of the world's leading brands keeps rising across many categories, sustaining and nurturing businesses."
The Top 10 Most Valuable Global Brands 2012
Brand Rank Rank Rank Value 2011 change 2012 Category Brand 2012 ($M) 1 0 1 Tech Apple 182,951 3 1 2 Tech IBM 115,985 2 -1 3 Tech Google 107,857 4 0 4 Fast Food McDonald's 95,188 5 0 5 Tech Microsoft 76,651 6 0 6 Soft drinks Coca-Cola 74,286 8 1 7 Tobacco Marlboro 73,612 7 -1 8 Communication Provider AT&T 68,870 13 4 9 Communication Provider Verizon 49,151 9 -1 10 Communication Provider China Mobile 47,041
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."
Key findings highlighted in this year's research report include:
The BrandZ Top 100 Most Valuable Global Brands study is the only valuation in the world that takes into account what people think about the brands they buy alongside rigorous analysis of financial data, market valuations, analyst reports and risk profiles. The research report, which is available online, includes a ranking and analysis of the most valuable brands for key regions of the world and 13 market sectors. Download the complete BrandZ ranking here, including regional and category breakdowns. The rankings and a great deal more are also available as a free interactive mobile app for Apple and Android and as an iPad magazine.
NOTES TO EDITORS:
About the BrandZ Top 100 Most Valuable Global Brands Ranking
Developed for WPP's operating companies by Millward Brown Optimor, the BrandZ Top 100 Most Valuable Global Brands ranking is now in its seventh year. It is the only study to combine
measures of brand equity based on interviews with over 2 million consumers globally about thousands of global "consumer facing" and business-to-business brands with a rigorous analysis of the financial and business performance of each company (using data from Bloomberg and Kantar Worldpanel) to separate the value that brand plays in driving business revenue and market capitalization. Consumer perception of a brand is a key input in determining brand value because brands are a combination of business performance, product delivery, clarity of positioning, and leadership. The ranking takes into account regional variations since, even for truly global brands, measures of brand contribution might differ substantially across countries.
About Millward Brown
Millward Brown is one of the world's leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research. Through the use of an integrated suite of validated research solutions - both qualitative and quantitative - Millward Brown helps clients build strong brands and services. Millward Brown has 82 offices in 52 countries. Additional practices include Millward Brown's Global Media Practice (media effectiveness unit), The Neuroscience Practice (using neuroscience to enhance traditional research techniques), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments), Dynamic Logic (the world leader in digital marketing effectiveness) and Firefly Millward Brown (a global qualitative research business). Millward Brown is part of Kantar, WPP's insight, information and consultancy group.
WPP is the world's largest communications services group. Through its operating companies, the Group provides a comprehensive range of advertising and marketing services including advertising; media investment management; consumer insight; public relations and public affairs; branding and identity; healthcare communications; direct, digital, promotion and relationship marketing and specialist communications. The company employs over 158,000 people (including associates) in 2,500 offices in 107 countries.
For further information please contact:
Associate Director, Global Communications and Marketing, Millward Brown
SOURCE Millward Brown