Thursday, June 7, 2012

Most Valuable Global Brands 2012

This report by Millward Brown provides a list of the most valuable global brands in 2012.

It's the seventh year of the report.

Millward Brown estimates the total value of the top 100 brands is $ 2.4 trillion but notes that almost half of the brands actually lost value.

Brands grew 66% in value between 2006 and 2012.

2012 BrandZ™ Top 100 Most Valuable Global Brands

Here's the top 10 on the list and their estimate of each brand's value:

Top Ten                           Value (billions)
Apple (AAPL)               |    $183
IBM (IBM)                     |    $116
Google (GOOG)            |    $108
McDonald's (MCD)     |    $95
Microsoft (MSFT)        |    $77
Coca-Cola (KO)            |    $74
Marlboro (MO & PM)  |    $74
AT&T (T)                        |    $69
Verizon (VZ)                 |    $49
China Mobile (CHL)   |    $47

Seems a bit surprising, at least to me, to see three telecom businesses in the top ten. It's notable that four of the top five brands are technology companies.

Facebook (FB) is now 19th on the list and led for the 2nd year in a row in brand value appreciation.

Among the top ten, Apple gained the most in value (+19%) while China Mobile lost the most value (-18%).

On page 97 of the report, the methodology they use to determine brand value is explained. An excerpt:

BrandZ™ is the only valuation that peels away all of the financial and other component factors of brand value and gets to the core—how much brand alone contributes.

Also, check out this chart that lists the 100 global brands.



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