According to a study by market-research agency Millward Brown, Apple (AAPL) ranks as the most valuable global brand in 2013.
Press Release: Apple remains No.1 in the BrandZ™ Top 100 Most Valuable Global Brands
Apple also held the top spot in the same study in 2012.
Four of the top ten are technology companies.
The Top 10 Most Valuable Global Brands
1 Apple
2 Google (GOOG)
3 IBM (IBM)
4 McDonald's (MCD)
5 Coca-Cola (KO)
6 AT&T (T)
7 Microsoft (MSFT)
8 Marlboro (PM and MO)
9 Visa (V)
10 China Mobile (CHL)
According to the study, Apple's brand value stands at $ 185 billion. Well, I happen to think it rather unlikely brand value could ever be pinned down that precisely.
Still, the study is a useful way to get an idea what brands matter around the world and how -- in at least a rough sense -- their value might be changing.
BrandZ™ Top 100 Most Valuable Global Brands 2013
As far as the remainder of the top 100:
At number 11 overall, General Electric (GE) ranks the highest among conglomerates.
At number 13, Wells Fargo (WFC) is the highest ranked regional bank.
At number 14, Amazon.com (AMZN) is the highest ranked retailer.
At number 15, UPS (UPS) is the highest ranked in logistics.
At number 23, Toyota (TM) is the highest ranked automobile manufacturer.
At number 25, HSBC (HBC) is the highest ranked global bank.
At number 26, Disney (DIS) is the highest ranked in entertainment.
At number 29, Louis Vuitton (LVMUY) is highest ranked in luxury.
At number 32, Pampers (PG) is the highest ranked in baby care.
At number 34, Budweiser (BUD) is the highest ranked in beer.
At number 35, Zara is the highest ranked in apparel.
At number 39, ExxonMobil (XOM) is the highest ranked in oil and gas.
At number 45, Gillette (Also PG) is the highest ranked in personal care.
At number 57, China Life (LFC) is the highest ranked in insurance.
At number 73, Moutai is the highest ranked in alcoholic beverages.
Page 135 of the complete report explains their valuation methodology.
BrandZ™ is the only brand valuation tool that peels away all of the financial and other components of brand value and gets to the core—how much brand alone contributes to corporate value. This core, which we call Brand Contribution, differentiates BrandZ™.
Millward Brown estimates the total value of the top 100 brands is $ 2.6 trillion -- a 7 percent increase compared to last year.
The value of the top 100 brands increased 77% between 2006 and 2013.
This is the eighth year of the report.
Adam
Established long positions in AAPL, GOOG, KO, MSFT, PM, MO, GE, WFC, and PG at much lower than recent prices.
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Applying Newton's Fourth Law
Origin of Newton's 4th Law?
"Long ago, Sir Isaac Newton gave us three laws of motion, which were the work of genius. But Sir Isaac's talents didn't extend to investing: He lost a bundle in the South Sea Bubble, explaining later, 'I can calculate the movement of the stars, but not the madness of men.' If he had not been traumatized by this loss, Sir Isaac might well have gone on to discover the Fourth Law of Motion: For investors as a whole, returns decrease as motion increases." - Warren Buffett
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Find good businesses; buy at nice discounts to value; stay within limits & stick to what's understandable (necessarily unique for each investor); minimize trading, frictional costs, & errors of all kinds.
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This site's emphasis? Put simply, it's on finding and buying -- with the long-term in mind -- good businesses at a plain discount to conservatively estimated value; it's on selling shares of those well-bought high quality business reluctantly. The view here is that selling makes sense only when core economics become permanently impaired, prospects have been misjudged, market price not just somewhat but, instead, meaningfully exceed per share intrinsic value, or opportunity costs are high. Buy/sell decisions aren't just an opportunity to increase returns; they're also an opportunity to make mistakes. It's easy to overemphasize the former and forget the latter. The focus here is on minimizing trading, frictional costs, and errors of all kinds; it's on staying comfortably within realistically assessed limits. First and foremost is the view that an investor should never make a specific investment based upon what someone else thinks. In other words, what makes sense to own is necessarily unique for each investor and it'd be unwise to not act accordingly. So, more generally, this site simply attempts to better understand some useful principles and ideas in context of investment. It's about, in a practical sense, what tends to work over the long haul as well as what, at times, gets the investor into trouble. It's not about grand theories in finance and economics. These too often distract from what matters or, worse yet, lead to costly misjudgments. As a result, they are mostly viewed with a healthy dose of skepticism here. Otherwise, the best thinking across disciplines should be learned well then put to good use in a way that's uniquely suitable.
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Notable Quote
"Warren and I have not made our way in life by making successful macroeconomic predictions and betting on our conclusions.
Our system is to swim as competently as we can and sometimes the tide will be with us and sometimes it will be against us. But by and large we don't much bother with trying to predict the tides because we plan to play the game for a long time.
I recommend to all of you exactly the same attitude.
It's kind of a snare and a delusion to outguess macroeconomic cycles... ...very few people do it successfully and some of them do it by accident. When the game is that tough, why not adopt the other system of swimming as competently as you can and figuring that over a long life you'll have your share of good tides and bad tides?" - Charlie Munger
Our system is to swim as competently as we can and sometimes the tide will be with us and sometimes it will be against us. But by and large we don't much bother with trying to predict the tides because we plan to play the game for a long time.
I recommend to all of you exactly the same attitude.
It's kind of a snare and a delusion to outguess macroeconomic cycles... ...very few people do it successfully and some of them do it by accident. When the game is that tough, why not adopt the other system of swimming as competently as you can and figuring that over a long life you'll have your share of good tides and bad tides?" - Charlie Munger