Apple takes the top spot; overtakes Google: BrandZTM Top 100

Apple has overtaken Google to reclaim the title of ‘world’s most valuable brand’ in the 2015 BrandZTM Top 100 Most Valuable Global Brands, released today by WPP and Millward Brown. Apple has increased its brand value to $247 billion, a rise of 67% year on year. Google (no.2) also grew, achieving a 9% value increase to reach $173.7bn. Microsoft, now worth $115.5bn, is the new no.3, rising one position with value growth of 28%.

Though the AppleWatch has proved extremely popular, it is the success of the iPhone 6 that has been the main driver of Apple’s brand value growth. Doreen Wang, Millward Brown’s Global Head of BrandZ, comments: “Apple continues to ‘own’ its category by innovating and leading the curve in a way that generates real benefits for consumers. 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 total brand value of the Top 100 now stands at $3.3 trillion, a 14% increase on 2014 and a 126% growth over the 10 years since the ranking was first launched.

David Roth, WPP said: “Brand value has risen substantially despite a disruptive decade. This is a pivotal moment for brand builders. We’re at the threshold of a new normal, and a changing consumer. The past 10 years of valuing brands proves that investing in creating strong, valuable brands delivers superior returns to shareholders.”

The BrandZ Top 10 Most Valuable Global Brands 2015

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	McDonald's	Fast food	81,162	-5%	5
10	Marlboro	Tobacco	80,352	19%	9

* The Brand Value of Coca-Cola includes Lights, Diets and Zero

Highlights and key findings from this year’s BrandZ Top 100 study include:

•    Technology is the fastest-growing category – up 24% in the last year, the tech brands in the Top 100 are worth more than $1 trillion, nearly a third of the value of all brands in the ranking.
•    Facebook is the fastest riser, with 99% growth achieved through its successful strategy of acquiring and integrating other social apps such as Instagram and WhatsApp, and an understanding of how to monetise and cross-sell its platforms.
•    E-commerce boosts retail brand value as Alibaba enters ranking and overtakes Amazon – Chinese e-commerce leader Alibaba entered the retail ranking at $66.4bn, helping to grow the retail category ranking by 24% and overtaking both Amazon and Walmart. The most valuable retail brands Alibaba and Amazon, which lack physical stores, are now worth more than Walmart, which has 11,000 stores worldwide.