A survey has revealed that Apple Inc. (NASDAQ:AAPL) has the world’s most valuable brand name. The study was done by Millward Brown, a research company that specializes in media and brand power. The study compiles the value of a brand based on a company’s earnings and future earnings as well as other factors based on the impact of a brand.
Apple’s brand was estimated to be worth $182.95 billion in the research. With Apple’s market capitalization at 527.61 billion the survey estimates that the company’s brand is worth more than a third of the total value of the company. The value of the brand has increased by 19% over the estimated value in 2011.
Apple Inc. (NASDAQ:AAPL) is followed by International Business Machines Corp. (NYSE:IBM) in second place with a brand value of 115 billion. Google Inc (NASDAQ:GOOG) is at third with 107 billion, McDonald’s Corporation (NYSE:MCD) is at fourth, 95 billion and Microsoft Corporation (NASDAQ:MSFT) if fifth at 76 billion. The remaining members of the top ten are, in descending order The Coca-Cola Company (NYSE:KO), Marlboro, AT&T Inc. (NYSE:T), Verizon Communications Inc. (NYSE:VZ) and China Mobile Ltd. (NYSE:CHL).
The list of the top ten companies shows the dominance of technology companies in the value of brands. Tech companies are dominating and driving impact on consumers and investors alike. Consumer consciousness is dominated by concerns relating to gadgets and computers and incidents like Facebook’s IPO last week have shown the power of tech companies on the minds of investors.
Apple’s brand is one of the most important drivers of the company’s success. The company has created a consistent clean aesthetic in its product line. The company’s iconic Apple insignia has a powerful connection to that product line. The firm has an incredible connection with consumers evidenced by the glut of rumors about the iPhone 5 and the company’s earnings.
Brand rankings and valuations are prone to questions of their legitimacy and accuracy. It is impossible to remove a brand from a company and value based on its own unique relationship to consumers. These tables are, however, the best proxy we have for valuing brands and are still useful despite their weaknesses.
Apple first became the top company on the list in 2011 replacing Google at the number one position. The firm’s growth and continued output of products consumers love has rocketed them to first place in several metrics of a business’ worth including market capitalization. Apple is far ahead of contender in that category as well.
Despite their success Apple’s shares have been the subject of a downward trend in recent weeks. That appears to be over today. The stock is up by almost 1% in today’s trading as of writing.