Apple has overtaken Google to once more become the worlds most valuable brand, according to WPP and Millward Brown’s annual BrandZ study.
The BrandZ Top 100 Most Valuable Global Brands report states that Apple has increased its brand value to $247bn, up 67% year on year, on the back of announcing record profits earlier this year.
Google also grew in value, up 9% on 2014 to $173.7bn, while Microsoft rose to number three in the rankings after a 28% boost in brand value.
Technology is the fastest growing category, up 24% in combined brand value on the previous 12 months, while Facebook is the quickest growing brand, up 99%, reflecting its successful strategy of acquiring and integrating apps such as WhatsApp and Instagram.
Doreen Wang, Millward Brown’s global head of BrandZ, reflects on Apples resurgence: 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.
WPPs David Roth added: Brand value has risen substantially despite a disruptive decade. This is a pivotal moment for brand builders. Were 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.
Now in its tenth year, BrandZ has seen a consistent increase in the number of Chinese brands, including ecommerce firm Alibaba, which has overtaken US giant Amazon. However, there are just 24 European brands in the top 100, down from 35 in 2006.
See the full top 100 ranking here
