brandz

Millward Brown recently published its annual “BrandZ Top 100 Most Valuable Global Brands” list and this year’s lineup presented quite a surprise.

Apple has been ruling the charts as the most valuable brand in the world for quite some time, though this year its brand value dipped 20 percent from $185 billion to $147 billion. Google took the top spot for the first time with a brand value of $158 billion, up an incredible 40 percent from last year. IBM, Microsoft and McDonald’s filled out the top five with brand values of $107.5 billion, $90.1 billion and $85.7 billion, respectively.

There were some other tech brands that made significant moves, however. Amazon.com has a brand value of $64.25 billion, up 41 percent from last year, and Verizon’s brand value increased 20 percent to $63 billion. Samsung’s the 29th most valuable brand in the world, worth $25.8 billion, up 21 percent from last year. Meanwhile, Twitter made an appearance for the first time back in 71st place with a brand value of $13.8 billion.

The takeaway from all of this is that a brand’s value can change drastically in a year. Had Apple’s not dipped by 20 percent, it would have been the most valuable brand in the world for five years going. Who will top the list next year?