Apple Inc. (NASDAQ:AAPL) leads in yet another brand survey, and this time it has bagged the title of the top billion dollar brand in the United States. The iPhone maker was pegged with a brand value of $104.6 billion compared to $87.3 billion in 2013, in a report by UK consulting agency Brand Finance. As per the study, Apple was the only brand to have a value that equals or exceeds the $100 billion mark.

Apple

Apple way ahead

Apple Inc. (NASDAQ:AAPL) is way ahead of Google Inc (NASDAQ:GOOG), which sits in second place with a brand value of $68.6 billion. Overall, five tech firms made it to the top ten list with Microsoft Corporation (NASDAQ:MSFT) at third, GE in fifth and Amazon bagging seventh place. It can be said that the tech sector dominated the list, and accounted for 23% of the total. The top 10 list included names like Microsoft, Verizon, AT&T, Amazon, and IBM.

Of the 50 top companies, seven are located in Silicon Valley including Intel Corporation (NASDAQ:INTC), Cisco, Oracle, Hewlett-Packard, eBay, Facebook Inc (NASDAQ:FB), PayPal and Yahoo. In terms of the brand value state wise, California bagged the top spot with total brand value of around $484 billion.

According to the agency, it calculates a royalty rate that would be charged for using the brand. After the calculation, the rate is added to arrive at the future revenue to figure out the brand value. The list ranks top 500 brands.

Apple witnessed a decline in another survey

In another survey, published by Strategy Analytics’ ConsumerMetrix service, Apple Inc. (NASDAQ:AAPL) witnessed a decline in its brand value from the second quarter to the fourth quarter of 2013. The iPhone maker suffered a decline of 5.1 points in the brand preference rating, which is the one of the worst performance among the 21 major technology brands surveyed. Another fact that may trouble Apple is that the rating was down more among the affluent and younger demographics.

Korean firm Samsung regained the top spot, gaining preference in continental Europe, but lost popularity in the US and UK. Chinese brand Huawei registered the best performance, gaining 3.8 points.

David Mercer, principal analyst and the report’s author said “Our research shows that none of today’s leading technology brands can afford to rest on their laurels as newcomers such as Huawei are ready to provide serious competition.”