The eighth annual Millward Brown Optimor BrandZ Top 100 ranking of the most valuable global brands still has Apple at the top, despite a slight drop in the total value of technology brands.
Apple’s brand value was calculated at $185 billion (£122 billion), just 1% up from 2012. Google retained second place but closed the gap slightly, with its brand value increasing by 5% to $114 billion. The rest of the top 10 consisted of IBM, McDonalds, Coca-Cola, AT&T, Microsoft, Marlboro, Visa and China Mobile.
Overall, 16 technology brands and 12 telecoms brands accounted for almost half the total value of the top 100. Samsung’s brand value increased by 51% year-on-year, moving it up 25 places to 30th position overall, while Yahoo! and BT both entered the top 100 this year.
Robin Headlee, Vice President of Millward Brown Optimor, said “Apple is still worth eight times more than Samsung, and maintains its No.1 position in spite of negative investors’ sentiment and a slip in the stock price because of the strength of its brand. Brand is Apple’s secret weapon – its ability to innovate and remain relevant to consumer challenges in an increasingly fast-changing and competitive market. Despite a more competitive marketplace, Apple’s ability to maintain its no.1 position demonstrates the value that having a strong brand brings to businesses. Apple’s brand contribution is 18% greater than Samsung’s. People still love Apple regardless of its stock price. It remains a relevant, innovative, trusted and recommended brand to the people that purchase.”
Brandz: top ten most valuable technology & telecom brands 2013
| Top 100 rank |
Brand |
Brand value
($ billion) |
Value change from 2012 |
| 1 |
Apple |
185 |
1% |
| 2 |
Google |
114 |
5% |
| 3 |
IBM |
113 |
-3% |
| 6 |
AT&T |
76 |
10% |
| 7 |
Microsoft |
70 |
-9% |
| 10 |
China Mobile |
55 |
18% |
| 12 |
Verizon |
53 |
8% |
| 17 |
Vodafone |
40 |
-8% |
| 19 |
SAP |
34 |
34% |
| 21 |
Tencent |
27 |
52% |