Despite increasing competition from the likes of Samsung and Google, Apple continues to be the world’s most valuable brand, according to the latest annual BrandZ report from Millward Brown.
The Cupertino company was one of three technology firms in the top five, with Google and IBM placed in second and third respectively.
Apple’s brand value in 2013 was rated at $185 billion, which is a 1% increase over its 2012 value. Google saw a larger 5% increase, but its $113 billion brand value only secured second-place.
IBM’s brand value actually fell 3% to $112 billion, while fourth-place McDonald’s fell 5% to $90 billion. Coca-Cola took fifth place with a 6% value increase to $78 billion.
“Despite a more competitive marketplace and other challengers nipping at its heels, Apple’s ability to maintain its no.1 position demonstrates the value that having a strong brand brings to business,” Millward Brown managing director Nick Cooper said. “People still love the brand regardless of its stock price.”
Millward Brown noted that Apple’s falling stock price hasn’t been its only setback, and that the company has also received bad press for its new Maps app, which replaced Google Maps on the iPhone last fall and actually boosted the brand value of Google and Samsung.
However, Samsung does not appear in the list of top ten brands in 2013 at all.
Source: Millward Brown