Apple went first in the ranking of most valuable brands published annually by the agency Millward Brown. It exceeds that Google has held the lead for four consecutive years. IBM and Microsoft comes in third to fifth position behind McDonald. The report is an interesting analysis that attempts to define what a brand is worth in monetary terms.
We must understand that we are not talking about market capitalization or accumulated assets. This is not a financial analysis, but marketing that attempts to discover the value of a brand, not a corporation. Thus, in some cases, this is not the company that is considered, but the brand marketed.
For example, RIM is absent from the table, but we find that BlackBerry is in 25th position. The brand is valued at $ 24.6 billion (approx. EUR 17 billion). It is 20% less than last year which shows the difficulties facing the fight against iOS smartphone and Android. This classification is interesting for many reasons, but one of them is that it brings a very eclectic selection of brands through banks Pampers.
The fact that major brands in the world of information and technology are so well positioned in this sector shows that dominates public attention. Indeed, the methodology used to obtain this ranking is based on the value that companies place on their main brand, its potential for short-term growth and perceptions of over 2 million consumers surveyed around the world during the year.
It is therefore not surprising that Facebook has made its appearance in the rankings this year. He enters in 35th position with a value of 19.1 billion. The success of the iPhone and iPad 4 have propelled Apple to the top spot. The brand won 84% and is valued at $ 153.3 billion (approx.
EUR 106 billion). Amazon has also exceeded Wallmart and became the first retail brand in the world with 37.6 billion (approx. EUR 26 billion). Note also the emergence of brands from emerging markets. A prime example is Baidu, the Chinese search engine that wins 141% to reach $ 22 billion (approx.
EUR 15.3 billion). By comparison, Google ranked second with a valuation of its brand to 111.5 billion (approx. EUR 77.6 billion). Nevertheless, the fact that Baidu is mainly used by Chinese Internet users shows how this market is growing. Classification is available at Millward Brown, and the report. 
We must understand that we are not talking about market capitalization or accumulated assets. This is not a financial analysis, but marketing that attempts to discover the value of a brand, not a corporation. Thus, in some cases, this is not the company that is considered, but the brand marketed.
For example, RIM is absent from the table, but we find that BlackBerry is in 25th position. The brand is valued at $ 24.6 billion (approx. EUR 17 billion). It is 20% less than last year which shows the difficulties facing the fight against iOS smartphone and Android. This classification is interesting for many reasons, but one of them is that it brings a very eclectic selection of brands through banks Pampers.
The fact that major brands in the world of information and technology are so well positioned in this sector shows that dominates public attention. Indeed, the methodology used to obtain this ranking is based on the value that companies place on their main brand, its potential for short-term growth and perceptions of over 2 million consumers surveyed around the world during the year.
It is therefore not surprising that Facebook has made its appearance in the rankings this year. He enters in 35th position with a value of 19.1 billion. The success of the iPhone and iPad 4 have propelled Apple to the top spot. The brand won 84% and is valued at $ 153.3 billion (approx.
EUR 106 billion). Amazon has also exceeded Wallmart and became the first retail brand in the world with 37.6 billion (approx. EUR 26 billion). Note also the emergence of brands from emerging markets. A prime example is Baidu, the Chinese search engine that wins 141% to reach $ 22 billion (approx.
EUR 15.3 billion). By comparison, Google ranked second with a valuation of its brand to 111.5 billion (approx. EUR 77.6 billion). Nevertheless, the fact that Baidu is mainly used by Chinese Internet users shows how this market is growing. Classification is available at Millward Brown, and the report.
- 2011 Most Valuable Global Brands - Apple, Google, IBM & others (09/05/2011)
- Apple is Now the Most Valuable Brand in the World (09/05/2011)
- Apple Tops List of World's Most Valuable Brands (09/05/2011)
- Report: Apple topples Google as most valuable brand (09/05/2011)
- Apple is top of the tree in brand war (09/05/2011)
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