updated 09:20 pm EDT, Tue May 21, 2013
Company's growth rate slips
Apple remains in first place on an annual BrandZ ranking of the world's most valuable brands, notes MarketingWeek. Apple's brand is estimated to be worth $185.071 billion, putting it well ahead of next-closest rivals Google ($113.669 billion) and IBM ($112.536 billion). Other companies in the top 10 include McDonald's, Coca-Cola, AT&T, Microsoft, Marlboro, Visa, and China Mobile.
Although Apple continues to lead, the growth rate of the company's brand value has fallen by 95 percent, something BrandZ links to a drop in stock price and worried investors. Google, meanwhile, has reversed a 3 percent decline it saw in 2012. BrandZ's Peter Walshe observes that at roughly $71.4 billion, the gap between Apple and Google is nearly as much as the value of Coca-Cola.
The BrandZ list is complied by Millward Brown Optimor, and formulated by multiplying a corporation's financial value -- weighed in terms of profits or earnings -- by its brand contribution percentage, something judged by the proportion of financial value generated via a brand's ability to accrue loyalty.