Google climbs back up to second in BrandZ rankings Apple has been named the world's most valuable brand for the third year running. That's according to
Millward Brown's annual BrandZ study, which also ranked Google and IBM as the world's second and third most valuable brands respectively. Although Apple topped the rankings again, its brand value grew much slower this year.
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| APPLE ON THE TOP |
According to Millward Brown, Apple's brand worth grew by one per cent between 2012 and 2013 to $185 billion. In contrast, it grew by 19 per cent between 2011 and 2012. Apple's rival Google also did well, seeing its brand value increase by five per cent to $137 billion. Combined with IBM's brand value falling by three per cent (to $112.5 billion), it was enough for the search giant to climb into second place in the rankings. The only major mover in the technology sector was Samsung.
The Galaxy maker saw its brand worth jump by 51 per cent between 2012 and 2013 to $21.4 billion. That was enough to move up to 30th place in the rankings. Microsoft saw its brand value drop by nine per cent to $69.8 billion, while
Facebook saw a drop of 36 per cent to $21 billion.
Interestingly, Yahoo's brand value increased enough to see it return to the top 100. According to Millward Brown, Yahoo's brand is now worth $9.8 billion. According to Millward Brown, growth in the technology second was "flat"."Without the surge in Apple and Facebook brand value that helped drive category growth, Technology declined one percent in the BrandZ™ 2013 ranking, after five years averaging eight per cent annual category growth," it said in a statement.
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