Survey claims that Apple is no longer the world’s most valuable brand

Screen_Shot_2014-05-21_at_08

Google has overtaken Apple as the world’s most valuable brand, according to a new survey.

As per Millward Brown’s BrandZ Top 100 Most Valuable Global Brands, Apple’s brand value fell by 20% in the past year to just under $148 billion, while Google’s value increased by 40% to $159 billion.

“Google has been extremely innovative this year with Google Glass, investments in artificial intelligence and a range of partnerships,” says Benoit Tranzer, regional managing director of Millward Brown Europe. “All these activities send a very strong signal to consumers about the essence of Google.”

Rounding out the top ten are IBM, Microsoft, McDonald’s, Coca Cola, Visa, AT&T, Marlboro, and Amazon.com. Technology brands dominated the top positions, and also showed fastest pace of growth in brand value across the board. “Digital service brands such as Google, Facebook, Twitter, Tencent and LinkedIn are now more than just tools, they have become part of our lives,” says Peter Walshe, Global BrandZ Director at Millward Brown.

So what’s wrong with this picture?

Perhaps nothing. After all, none of the brands named are all that surprising — and Millward Brown certainly isn’t the first party to suggest that Google is outstripping Apple in innovation, if not necessarily on execution.

However, I’m always interested to see the methodology behind these brand value surveys, since much of the time they’re seemingly based on some fairly wacky metrics — like the study which based brand value on the royalty rate a company would presumably charge for letting you use its branding.

In the case of Millward Brown’s BrandZ Top 100 Most Valuable Global Brands, value is based on a company’s financial value and brand contribution, qualified as an assessment of a brand’s “uniqueness and its ability to stand out from the crowd, generate desire and cultivate loyalty.” There’s also something about “150,000 interviews with consumers from around the world.”

Sure, it’s interesting — but don’t start unloading your AAPL stock just yet. At least not until a more decisive study can be done: like sticking an Apple and a Google logo on the floor and seeing which one a dog will go toward, or counting how many times you can say each company’s name within the space of a minute.

Then we’ll know for sure whose brand is worth more.

Brand Finance compiled the list by estimating the royalty rate that would be charged to use a company’s brand, taking into account current and expected future revenue.
Read more at http://www.cultofmac.com/270674/apples-brand-worth-cost-apollo-space-program/#eMsH3B0EtZ1HXZ1o.99
  • blenheimorange

    Millward Brown is part of WPP, an advertising & public relations company according to Wikipedia. Samsung is one of WPP’s largest clients. Smell a rat?

  • CapnVan

    So, MSFT’s brand value has increased 29% in the past year?

    Despite being routinely seen as completely behind the curve? At a time when their core business has declined in less than a decade from being on 90% of screens, to 20%?

    And Visa is up, 41% no less? For an established brand in a stable market?

    What is this, put some monkeys in a room and see what number they hit with their poo?

  • digitaldumdum

    Where… and more appropriately why do you come up with these things?! Talk about comparing apples to oranges. Who cares which is the world’s most valuable brand?? If you own stock in either company, you’re doing great (depending on when you bought). If you don’t own stock, nothing could matter less.

  • Kr00

    Yes, a company that makes its money by pushing ads through every avenue it can, is surely an important asset to the planet.

    • AppleMinions,☞,BowDown

      They are, when you look at what they spend their money on. They spend millions on researching cures. they spend money on manufacturing surgical tools to bring down cost of surgeries. and that’s just off the top of my head.

    • AppleMinions,☞,BowDown

      What case are you resting? Googles business, is to make money through ads. It’s about 90% of the companies revenue. A lot of that revenue they use to benefit humanity with no profit. I’m not sure if your original argument was to say they are a worthless company to the planet or not. I must say you are wrong if that’s what you believe. I’m not saying they are squeaky clean, as their moto suggest. But they are trying to do good for the planet.

      • Kr00

        Oh please. Go back to your flock, blind sheep. Why do you even come to an Apple forum, other than to troll?

      • AppleMinions,☞,BowDown

        I don’t find my comments to you, to be trollish. But quite civil. You can continue to deny what Google does all you want. Doesn’t change the fact that they do good things for humanity. Good day sir. I’ll let you faster in your hate for Google.

      • Kr00

        Sorry to upset your delicate demeanour, but your name, your posts, spell out exactly why you’re here. I can understand your inferiority issues, but coming here to get your rocks off, won’t make you a bigger man. Enjoy your choices in life, I do. Coming here to beat down on Apple only makes you a more pitiful soul. Have a nice life, and live and let live. In my book, google are evil and immoral, and nothing you say will change my opinion. BTW, without Apple, Google wouldn’t exist today.

      • AppleMinions,☞,BowDown

        Not once have I said anything about Apple. For you to say I’m only here to beat down on them. I believe you’re looking for a fight, where there is none. I’m simple arguing against your original statement. I proved you wrong. Now you want to try to make me look like I’m trolling you.

About the author

Luke DormehlLuke Dormehl is a UK-based journalist and author, with a background working in documentary film for Channel 4 and the BBC. He is the author of The Formula: How Algorithms Solve All Our Problems, And Create More and The Apple Revolution, both published by Penguin/Random House. His tech writing has also appeared in Wired, Fast Company, Techmeme, and other publications. He'd like you a lot if you followed him on Twitter.

(sorry, you need Javascript to see this e-mail address)| Read more posts by .

Posted in News, Top stories | Tagged: , , , |