Apple has once more reclaimed the most valuable global brand in Millward Brown’s tenth annual BrandZ brand value report [PDF]. The market research firm says Apple showed a 67% rise in brand value, totaling nearly $247 billion.
MacRumors notes the Cupertino-based company surpassed Google, which ranked first in the 2014 report, to reclaim the top ranking in the study for the fourth time in the past five years. Apple also led in rate of brand growth value over 10 years, with 1,446%.
Millward Brown points to the success of the iPhone 6 and the excitement surrounding the brand as driving the increase. The company also noted that Apple’s growth in long-term brand equity was even more remarkable when you consider the fact that the company was nowhere to be seen in the top 100 brands list when the market research firm first began its BrandZ measurements ten years ago
The list of top ten most valuable global brands in the report is made up almost entirely of tech and telecom firms, with Microsoft, IBM, Visa, AT&T, Verizon, Coca-Cola, McDonald’s and Marlboro filling out the spots after Apple and Google. Otheer tech companies on the list included Facebook (12th), Amazon (14th), HP (39th), Oracle (44th), Samsung (45th) and Twitter (92nd).
Millward Brown also suggests Apple’s use of the Apple Watch to reposition itself as a luxury brand would help hold off competition from Chinese competitors:
“Having always sold premium products, Apple became more explicit about its luxury positioning with the introduction of the Apple Watch, and announced plans to refurbish Apple stores with sales counters and displays suggesting department store exclusivity. At the same time, premium positioning also presented Apple with one of its fundamental competitive challenges, as Chinese brands such as Huawei and Xiaomi and Indian makers like Micromax offered quality smart phones at much lower prices. Apple’s Brand Power remained a major advantage. Consumers were drawn both to the efficacy, ease of use and design of Apple products, and to the allure of the brand itself.”
Millward Brown’s brand valuation methodology used in the report is based on three million consumers and more than 100,000 different brands in over 50 markets, with brand appeal measured against actual sales performance.
