Apple is still the most valuable brand in the world according to the annual BrandZ report published by Millward Brown. The firm valued Apple’s brand at $185 billion, a 1 percent change from last year. Apple is trailed by Google with a brand value of $113 billion, IBM at $112 billion, McDonald’s with a brand value of $90 billion and CocaCola at $78 billion.
“Based on underlying brand strength, Apple remained the most valuable technology brand, despite a steep drop in share price,” Millward Brown explained in its report. “The stock declined after Apple fumbled the introduction of iPhone 5. The replacement of Google Maps with a troubled Apple version ignited investor concern that the brand’s capacity for creative design and smooth execution ended with the death of founder Steve Jobs.” The brand strategy firm said that Apple’s missteps actually helped boost the brands of both Samsung and Google.
“Despite a more competitive marketplace and other challengers nipping at its heels, Apple’s ability to maintain its no.1 position demonstrates the value that having a strong brand brings to business,” Millward Brown managing director Nick Cooper said. “People still love the brand regardless of its stock price.”
Apple shares its spot in the top 100 with more than a few tech companies. In fact, Millward Brown found that 29 brands in the BrandZ Top 100 list are either technology or telecom firms.
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