Apple back on top of Top 100 Global Brands list

Telstra also becomes one of five Australian brands featured in this year's list with a brand value of $12.7bn

Apple is again the world’s most valuable global brand this year at US$247 billion, while Telstra has entered the top 100 list for the first time, the latest BrandZ Top 100 Most Valuable Global Brands study reveals.

Apple took back the top spot after Google trumped the consumer electronics giant in last year’s list, reporting 67 per cent year-on-year brand growth in this year’s list. Google also grew by 9 per cent over the same period to reach a brand value of $173.7bn.

Microsoft took third place this year with a 28 per cent leap in brand value to $115.5bn, while IBM dipped back into fourth place after experiencing a 13 per cent decline in brand worth.

Five Australian brands were featured in the top 100 this year, up from four last year, including Telstra, which entered the list for the first time in 82nd position with a brand value of $12.7bn. Another strong performer was Westpac, which rose from 85th to 84th position with a value of $12.4bn.

Commonwealth Bank was still the strongest Australian performer overall but dipped four places to 48th position with a value of $20.6bn, while ANZ fell eight places to 59th with a value of $17.7bn. Woolworths also fell five places in this year’s list to 87th with a value of $11.8bn.

The tenth annual Top 100 Most Valuable Global Brands study was compiled by WPP and Millward Brown and is based on a combination of financial analysis and business performance, with measures of brand equity based on interviews with consumers globally.

The total brand value of the top 100 for 2015 reached $3.3 trillion, a 14 per cent increase on 2014. Across the board, technology remained the fastest growing brand category and represented more than $1 trillion in brand value this year, up 24 per cent.

Of particular note was Facebook, which nearly doubled the value of its brand in the past year thanks to its strategy of acquiring and integrating other social apps such as Instagram and WhatsApp, along with monetising and cross-selling its platforms, the list authors stated.

“Brand value has risen substantially despite a disruptive decade. This is a pivotal moment for brand builders. We’re at the threshold of a new normal, and a changing consumer,” commented WPP’s David Roth. According to the study, brand value has climbed 126 per cent over the past decade.

“The past 10 years of valuing brands proves that investing in creating strong, valuable brands delivers superior returns to shareholders.”

The top 10 brands by value

  1. Apple - $247bn
  2. Google - $173.6bn
  3. Microsoft - $115.5bn
  4. IBM - $94bn
  5. VISA - $92bn
  6. AT&T - $84.5bn
  7. Verizon - $86bn
  8. Coca-Cola - $83.4bn
  9. McDonald’s - $81.2bn
  10. Marlboro - $80.4bn

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Fear not: It's only a robot

Every time I pass through the automated border controls at the Sydney airport I walk away with a feeling of exasperation on the one hand and relief on the other. Exasperation, because the face recognition technology inevitably always fails to recognise me. Relief, because we seem to be safely years away from the Orwellian reality of states controlling every aspect of our lives; something the media is keenly warning us against each day.

Dan Kalinski

CEO, iProspect Australia and New Zealand

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

I worked at Momentum when the transformation started way back in 2013 (not 2015 as stated in the article). It was a painfully slow and co...

Jay

How Momentum Energy has transformed its entire business to be customer-led

Read more

Another buzzword thoughtlessly latched onto, without any thought for the implications on the organisations that have to lumber through th...

Tired

Rolling out agile marketing at Deakin

Read more

Useful., also don’t miss out on these 5 features of Adobe Experience Cloud - Visit here > http://www.softcrylic.com/b...

Sunil Joseph

Adobe debuts Advertising Cloud, Experience Cloud

Read more

the systems that run these things are teachable just like a car, theres stuff still yet to come out to bring up the automation grade, b...

Magnus Robert Carl Wootton

Fear not: It's only a robot - Big data delivery - CMO Australia

Read more

Marin Software’s digital marketing solution as a short way of streamlining and finding a scalable solution...

Al Drazhev

How BizCover is boosting search advertising success

Read more

Latest Podcast

More podcasts

Sign in