The study, commissioned by WPP and conducted by Millward Brown Optimor and now in its seventh year, identifies and ranks the world’s most valuable brands by their dollar value; an analysis based on financial data; market intelligence; and consumer measures of brand equity.
According to the study, the world’s biggest brands have continued to grow in value during the current economic uncertainty.
The number one brand for the second year, Apple, rose 19% in value and is now worth $182.9 billion. IBM grew 15% in value to $115.9 billion and overtook Google, which dropped to third place in the ranking and is now worth $107.8 billion.
In advance of its IPO, eight year old Facebook rose 74% in value, making it the fastest brand value riser in the ranking. Worth $33.2 billion, the social network moved up to No.19 from No.35.
“Technology has become ubiquitous in all areas of our lives. Seven of the top 10 brands are technology or telecoms brands,” the report states.
The top 10 brands in the BrandZ Top 100 Most Valuable Global Brands 2012 are:
|Rank 2012||Category||Brand||Brand Value 2012 ($M)|
|10||Communication Provider||China Mobile||47,041|
The Rise of Africa
This year’s ranking highlights the progress of Africa’s economic development with the arrival of the first African brand in the Top 100 – South African mobile company, MTN.
Jennifer Roberti, Executive for Marketing, MTN Group, says the recognition by BrandZ is humbling for a young brand such as MTN.
“For MTN, it’s about brand relevance. MTN has established a number of foundations to work with our communities to address socio-economic challenges in our markets. We also continue to introduce products and services that add value to the daily lives of our customers and communities alike,” said Roberti.