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!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Red Agency YouGov Galaxy Report, February 2019 Predictors Study. https://redagency.com.au/re...

Vanessa Skye Mitchell

DNA-based marketing: The next big thing?

Read more

RIP holden

Max Polding

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

Latest Podcast

More podcasts

Sign in