THE WORLD’S MOST VALUABLE BRANDS 2013: Jonathan Gabay

It’s that time of the year again when some of the top brand valuation companies, BrandZ and Millward Brown Optimor, announce the world’s most valuable brands.

This year, despite qualms over share prices and change of leadership from a 20th century icon to a new CEO, Apple pips number one position. Although Apple’s growth rate decreased by 95%, the tech giant’s brand value increased by 1% from 2012 to £123.09 billion.

Their ability to remain the fruit of choice depends on how Apple tackles the one market – mobile tech – which continues to keep brands in the higher echelons of the quoted ratings.  This includes AT&T for supporting tablets and smartphones, Visa for online payment, Amazon for stress-free mobile shopping and online package delivery companies, including UPS.

Thanks to legacy customer loyalty as well as expectations of a new iPhone model that will accommodate 4g on networks like Vodafone, Apple’s mobile tech competitors may not quite be ready to rest on their laurels yet.

That said, it should be noted that this brand value report was compiled prior to Apple being caught up with tax issues – along with brands like Google, Amazon and Starbucks.  With widening gaps between brand perceptions and appreciation, such brand image damage could, to some extent, harm fiscal values.

For mistrusted governments desperate to show responsibility towards the welfare of its citizens, the number eight and four slots may come as a surprise.  Especially the eight spot, as countries have even tried to ban or at least severely restrict the brand’s advertising.

As for spot number sixteen, if you are wondering, “who are they?” The answer is – “get ready to hear more of brands such as theirs, as well as the brand in tenth place, as China’s Middle Classes continue to grow.

Top twenty 2013 brands according to BrandZ and Millward Brown Optimor

20. MasterCard
Brand Value: £18.50bn  $27.8 billion
Percentage Change v. 2012: 34%

19. SAP
Brand Value: £22.86 bn  $34.36 bn
Percentage Change v. 2012: 34%

18. Walmart
Brand Value: £24.09 bn  $36.2 bn
Percentage Change v. 2012: 5%

17. Vodafone
Brand Value: £26.41bn  $39.7bn
Percentage Change v. 2012: -8%

16. ICBC (Industrial &Commercial Bank of China)
Brand Value: £27.35 bn $41.1 bn
Percentage Change v. 2012: -1%

15. UPS
Brand Value: £28.41bn $42.7 bn
Percentage Change v. 2012: 15%

14. Amazon
Brand Value: £30.41bn  $45.7 bn
Percentage Change v. 2012: 34%

13. Wells Fargo
Brand Value: £31.74bn $47.7 bn
Percentage Change v. 2012: 20%

12. Verizon
Brand Value: £35.26bn  $53 bn
Percentage Change v. 2012: 8%

11. GE
Brand Value: £36.79bn  $55.3 bn
Percentage Change v. 2012: 21%

10. China Mobile
Brand Value: £36.86 bn $55.4 billion
Percentage Change v. 2012: 18%

9. Visa
Brand Value: £37.26 bn $56 billion
Percentage Change v. 2012: 46%

8. Marlboro
Brand Value: £46.17bn $69.4 bn
Percentage Change v. 2012: -6%

7. Microsoft
Brand Value: £46.44 $69.8 billion
Percentage Change v. 2012: -9%

6. AT&T
Brand Value: £50.23bn  $75.5 bn
Percentage Change v. 2012: 10%

5. Coca-Cola
Brand Value: £52.16bn  $78.4bn
Percentage Change v. 2012: 6%

4. McDonald’s
Brand Value: £60.8bn $90.3 bn
Percentage Change v. 2012: -5%

3. IBM
Brand Value: £74.85bn $112.5 bn
Percentage Change v. 2012: -3%

2. Google
Brand Value: £75.65bn $113.7 bn
Percentage Change v. 2012: 5%

1. Apple
Brand Value: £123.09bn $185 billion
Percentage Change v. 2012: 1%

 

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