NEWS27 May 2015

Apple replaces Google as world’s most valuable brand

UK — Apple has seen a 67% year-on-year rise in its brand value to reach $247bn and overtake Google as the ‘world’s most valuable brand’, according to the 2015 BrandZ Top 100 Most Valuable Global Brands list.

The list, released by WPP and Millward Brown and now in its tenth year, reveals that the success of the iPhone 6 has been the main driver of Apple’s brand value growth.

Google also saw a 9% increase in its brand value, reaching $173.7bn, and Microsoft has become the new number three, rising one position from last year with a value growth of 28% to reach $115.5bn.

“Apple continues to ‘own’ its category by innovating and leading the curve in a way that generates real benefits for consumers,” said Doreen Wang, Millward Brown’s global head of BrandZ. “It meets their rational and emotional needs, and makes life easier in a fun and relevant way. Apple is clear on what it stands for, and never stops refreshing its message to sustain the difference that makes it so desirable.”

The top ten is as follows:

Rank 2015	Brand	Category	Brand value 2015 ($m)	Brand value change	Rank 2014
1	Apple	Technology	246,992	67%	2
2	Google	Technology	173,652	9%	1
3	Microsoft	Technology	115,500	28%	4
4	IBM	Technology	93,987	-13%	3
5	Visa	Payments	91,962	16%	7
6	AT&T	Telecom providers	89,492	15%	8
7	Verizon	Telecom providers	86,009	36%	11
8	Coca-Cola	Soft drinks	83,841	4%	6
9	McDonalds	Fast food	81,162	-5%	5
10	Marlboro	Tobacco	80,352	19%	9

Further analysis of the results has revealed that Europe’s leading brands have stagnated as Chinese brands grow and US brands make a comeback. China now has 14 brands in the Top 100, up from one in 2006, and Europe has 24, down from 35 in 2006. The value of US brands has grown by 137% in the last 10 years (and by 19% in the last year).

Further findings are available here.