Apple continues to dominate Google as the Most Valuable Global Brand in WPP's 2013 Brand Z list
Apple has continued to top the WWP Brand Z list of 100 Most Valuable Global Brands, beating another technology brand - Google.
The eighth version of the annual list of brands, which offers a value for each of the brands using data collected by Millward Brown, also claimed to have found growth within the industry, with the combined value of the world’s biggest brands growing by 7 per cent in the last 12 months.
Apple was ranked with a brand value of $185,071m at the top of the list, while Google moved up one position this year with £113,669m, while IBM fell a place with a $112,536m valuation. They were followed by McDonalds ($90,256m) and Coca-Cola ($78,415 m) in fourth and fifth position respectively.
According to Eileen Campbell from Millward Brown, writing in the introduction to the report; “Reputation has never been more important as buyers expect brands to operate in accordance with higher ideals and greater responsibility. The best brands understand and appreciate more than just what people buy. Instead, they seek to understand and deliver what people buy into. So aligning your brand’s values with those of your customers isn’t just about doing good; it’s about good business.”
The full report, designed this year by WPP design agency Lambie Nairn, can be viewed here.