Apple replaces Google as the world's most valuable brand
Apple has become the world's most valuable brand, displacing Google from the top spot in the sixth annual «BrandZ Top 100 Most Valuable Global Brands» study after four years. Rolex and Zurich are Switzerland's most valuable brands.
According to calculations by Millward Brown Optimor, the value of the Apple brand has increased by 859 percent since 2006 and currently stands at USD 153.3 billion, as was reported in a press release. Apple is therefore worth 84 percent more than in the last study a year ago. Another important finding in the study was that the total value of all brands in the top 100 increased by 17 percent during last year's economic upswing and now stands at USD 2.4 trillion. In terms of geographical distribution, the 2011 BrandZ study revealed that 19 of the top 100 brands are now accounted for by companies in the "BRIC markets", compared to just two in 2006.
Rolex remains the most valuable luxury brand in Switzerland, with an increase of 11 percent since last year's ranking.
Zurich Insurance is in 9th place in the insurance ranking, an improvement of 4% compared to 2010.
The BrandZ Top 100 Most Valuable Global Brands study, commissioned by WPP and conducted by Millward Brown Optimor, identifies the 100 most valuable brands in the world based on their value in US dollars. The analysis is based on a combination of financial data and consumer opinions on brand value.
(Image Apple logo: Keystone)
