updated 12:45 pm EDT, Fri May 1, 2009
Apple in Brandz Top 100
Apple and its US carrier AT&T are some of the most important technology companies in terms of brand worth, the latest Brandz Top 100 ranking (PDF) from MillwardBrown indicates. Gauging them not just on their actual income but also their social impact, the firm estimates that Apple has the sixth-largest brand value in the world and has seen the rough value of its brand climb 14 percent to about $63.1 billion. AT&T ranked 28th but was also one of the fastest-rising companies, jumping 67 percent to just over $20 billion.
MillwardBrown directly attaches the brand value spikes to the iPhone and notes that other carriers with iPhone deals also saw their value climb quickly, including Telefonica's MoviStar and O2 as well as Vodafone.
Google leads with an estimated worth of about $100 billion and edges Microsoft, whose influence is deemed worth $76.2 billion. IBM (4th), China Mobile (7th) and Vodafone (9th) are the other technology firms included in the top 10. Amazon and Research in Motion's BlackBerry label were also some of the fastest technology risers, growing 85 percent and 100 percent respectively; Nokia, meanwhile, has dropped 20 percent.
In addition to the prediction, the Brandz study also predicts that Apple will be the only other technology company besides Amazon to be included among those who have strong brand momentum, or a likelihood to keep garnering influence in the short term.