The research firm Millward Brown yesterday published its annual awards of the top 100 most valued brands around the world. For the second year in a row, Apple is on the top of the podium with a valuation of $ 182.951 billion, up 19% from the previous year’s BrandZ ranking.
Another highlight of the study: of the top 10 places, seven are occupied by high-tech brands. We thus find IBM in second position, followed by Google which arrives on the 3rd step. Come next Microsoft (5), AT&T (8). Verizon and China mobile are ranked 9th and 10th, respectively. In 19th place, Facebook recorded for its part the largest increase (+ 74%) of the year. The social platform is thus valued at $ 33.2 billion.
Top 10, new entrants, stronger progressions, evolution by categories… The following infographic summarizes the main trends and figures highlighted by the study.
This study calculates the financial value of brands based on different criteria : its business performance, the product itself, the clarity of its positioning and its leadership in its category.