On the success of iPhone 6, Apple has reclaimed its position as the world’s most valuable brand according to BrandZ’s list of the top 100 most valuable global brands in 2015.
After taking the top spot in 2013, Apple dropped to No. 2 last year when Google took the lead. The two brands have once again switched rankings, with Apple now at No. 1 and Google at No. 2, followed by Microsoft, IBM and Visa.
Conducted by Millward Brown and WPP, BrandZ ranks brands based on consumer perceptions, in addition to each brand’s financial performance. This is the tenth year for BrandZ’s Top 100 Most Valuable Brand rankings.
“Apple continues to ‘own’ its category by innovating and leading the curve in a way that generates real benefits for consumers,” said Doreen Wang, Millward Brown’s global head of BrandZ, “Apple is clear on what it stands for, and never stops refreshing its message to sustain the difference that makes it so desirable.”
According to Millward Brown, technology was the fastest growing category this year, up 24 percent compared to 2014. The top 100 tech brands are valued at $1 trillion, representing a third of the total worth for all 100 brands.
Up nine spots since last year, Facebook was the fastest rising brand. The social network was just shy of making the top ten, ranking No. 12. Chinese e-commerce company Alibaba also made a strong appearance – especially since it was the company’s first time making the list. Debuting at No. 13, Alibaba was the leading retail brand, outranking both Amazon and Walmart.
The only tobacco company to make the list, Marlboro is holding strong at No. 10, dropping one spot from its 2014 rank at No. 9.
The total worth for all 100 brands, as defined by Millward Brown, stands at $3.3 trillion, a 14 percent increase since last year and 126 percent jump since the company first began ranking brands in 2005.
We’ve listed the top ten brands, but you can find all 100, along with Millward Brown’s detailed report here: 2015 BrandZ Top 100 Global Brands.
BrandZ Top 10 Most Valuable Brands in 2015
Apple
Google
Microsoft
IBM
Visa
AT&T
Verizon
Coca-Cola
McDonald’s
Marlboro
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