The top ten brands in the world according to the new BrandZTop 100 survey

You just can’t compete with that iconic Apple logo. For the second year in a row, Apple was named the world’s most valuable brand with a value of $182.9 billion, according to a study out today from WPP’s Millward Brown. The tech industry fared pretty well overall, with four of the top five brands and seven of the top 10.

Microsoft ranked fifth with a brand value of $76.6 billion, just behind McDonald’s. That was down two percent. Rounding out the top five were IBM — showing a 15 percent gain to $115.9 billion — and Google — which declined three percent to $107.8 billion.

Retailers Walmart and were neck-and-neck at $34 billion. Each saw single digit declines in their brand values.

And Facebook, which completed its spectacular IPO last week, saw its brand value increase 74 percent to finish right behind Amazon at $33.2 billion. It was the biggest gainer in the list.

“Brands are an insurance policy for businesses,” said Eileen Campbell, CEO of brand research company Millward Brown. “Despite a prolonged period of economic stress, political uncertainty and natural disasters that buffeted brands across many categories, the value of the world’s leading brands keeps rising across many categories, sustaining and nurturing businesses.” In fact, between 2006 and today, the company found that brand values rose by 66 percent across the top 100 companies.

Here’s a closer look at the top 25. (Click on graphic for full list)

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  • Guest

    Congratulations to Apple, IBM, Google, McDonald’s, Microsoft, Coca-Cola, Marlboro, AT&T, Verizon, and G.E. on achieving branding success!

  • Guest

    I love our strategy. The board loves our strategy.

    – Steve Ballmer

    • Guest

      $76 billion of brand value! Who wouldn’t like that strategy?

      • Guest

        McDonald’s? Google? IBM? Apple? Anybody who was interested in the direction and not just the amount?

        Hey, did you catch Dell’s earnings report tonight?

        “Consumer spending on desktops and notebooks continues to be under
        pressure, and much of the growth in Consumer has migrated to entry-level
        products in emerging markets, where we’ve chosen not to participate. We’re also
        seeing some IT spending prioritized to purchase other mobile devices. Now this
        is mostly a consumer dynamic, but there is clearly some impact in areas of
        commercial as well.”

        That’s good for Microsoft’s future brand and market value, right?

        • Guest

          Please stay on topic, Eugene. We’re talking about Microsoft and its $76 billion in brand value, not Dell, a company whose brand doesn’t even rank in the top 20.

          If I were to have $76 billion in the bank, I wouldn’t whinge that my neighbour were to have $100 billion. I’d be happy with $76 billion. To say otherwise is to be petty and pessimistic, and those are two traits we need less of around here.

          • Guest

            I did, rotating_alias. I simply expanded the discussion after doing so. Surely you can walk and chew gum, at least sequentially?

            If you had $76 billion in the bank, you’d likely be smart enough to note not just amounts but also directional trends. Like, for example, the fact that your net worth declined while those who had a fraction of yours just a few years ago are now twice as rich.

          • Guest

            I see. I apologise for failing to realise that $76 billion is not, in fact, a lot of money for a company’s brand to have.

            Please accept my apology.

          • Guest

            There goes that reading comprehension problem of yours again.

  • blue

    I believe Betabrand just missed this list at #21.

    • Fred jenkins

      too bad for them

  • Fred jenkins

    “And Facebook, which completed its spectacular IPO last week”

    Spectacular, right. Was this a pre-written article and no one caught this or is the author a complete idiot? Multiple lawsuits, SEC investigations, state AG investigations and a closing price Wednesday that reflects 4 straight days of trade significantly below IPO. Or was it a typo, and should have been “spectacular failure”?

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