Apple ranks second in brand value, study claims
updated 03:40 pm EDT, Thu September 15, 2011
Beats Microsoft, Walmart, other major corporations
Apple has leaped ahead in rank to become the second most valuable brand in the world, an interim 2011 Brand Finance study claims. Although the worth of a brand is difficult to quantify, Brand Finance's latest metrics put Apple up 33 percent to $39.3 billion. Leading the list is Google, which rose 9 percent to just under $48.3 billion.
The new chart puts Apple ahead of several companies for the first time, including Microsoft, IBM, Walmart and General Electric. Microsoft in fact slipped 9 percent in results to slot just below Apple at approximately $39 billion. Walmart dropped two spots to take fifth place, while IBM and General Electric held firm in their positions.
The overall value of the top 100 brands in the world has reportedly slid 2.4 percent since January, hurt mostly by the bad reputations of financial businesses like Bank of America and Wells Fargo. Some other notable high-tech firms in the top 30 include HP (holding steady at 11th place), Verizon (down two places to 12th), Intel (up three spots to 14th) and Oracle (down two to 29th). Coca-Cola -- often cited as perhaps the most recognized brand in the world -- is only 8th on Brand Finance's value list, if still up four spots since last check.
