Google, IBM, Apple and Microsoft come out on top of the Millward Brown Optimor BrandZ Top100 Most Valuable Global Brands ranking released today.
The BrandZ Top 100, commissioned by WPP, takes into account customers’ opinions on brands and demonstrates this with a dollar value. Google leads as the Most Valuable Global Brand worth US$114 billion. IBM was second at US$86 billion, an increase of 30 percent. In third place, Apple’s brand value grew by 32 percent and is now worth US$83 billion, while Microsoft was fourth with a value of US$76 billion.
“Nine of the top 10 global brands have a strong brand history or presence in Australia,” said Daren Poole, Chief Client Officer of Millward Brown in Australia.
“Our research shows brand has become increasingly important to Australian consumers, with 89 percent saying brand plays a role in their purchasing decisions. This is slightly ahead of the global average and represents a 17 percent increase since we initiated the BrandZ survey in Australia ten years ago.” Mr Poole said.
Commenting on the ranking, Eileen Campbell, Global CEO of Millward Brown said: “This ranking has elevated the importance of building brands among some of the world’s most successful companies. CEOs and CFOs around the world should be asking their brand and marketing teams how they can leverage brand to both protect and grow the business.”
The Most Valuable Global Brands 2010
Rank | Brand Value in $ million | Brand Value change from 2009
- Google 114,260 +14%
- IBM 86,383 +30%
- Apple 83,153 +32%
- Microsoft 76,344 0%
- Coca Cola 67,983 +1%
- McDonald’s 66,005 -1%
- Marlboro 57,047 +15%
- China Mobile 52,616 -14%
- GE 45,054 -25%
- Vodafone 44,404 -17%
