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Top 100 Most Valuable Global Brands

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Shu Zhao

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In the latest “Top 100 Most Valuable Global Brands” report, Apple has replaced Google, which was the winner for the past 4 years, to be the top valued brand. In this ranking list, the US companies accounted for almost half of the top brands, while China has become the second largest country which occupies 12 positions.

According to Millward Brown’s report released over a week ago, Apple’s brand value is up to $153.3 billion, representing 84% growth in 2010, and a total increase 859% in the past six years. Along with Apple, year-on-year standout performers for this brand valuation report also includes Facebook(246%) and Baidu(141%). Moreover, the brand value of Baidu, a Chinese Internet service company, is even higher than Facebook.

Technology and telecom brands continued to grow as a portion of the BrandZ Top 100 Most Valuable Global Brands. These categories now comprise over 33% of the Top 100 brands compared with only 25% in 2006. Four of the Top 5 ranking leaders were in technology. McDonald’s was the fifth.  The fast food (22 percent), luxury (19 percent) and technology (18 percent) brands led sector brand value appreciation, although insurance marked a dramatic spike in value to first place because of results by two expanding Chinese insurance companies, China Life and Pingan.

Overall, US based brands based still accounted for a disproportionate amount of brand value. Nine of the top 10 are US brands while the lone foreign brand, China Mobile, is ranked ninth in the list. However, reflecting the influence of large emerging markets, 5 of the 13 brands that appeared for the first time in the regional rankings were based in China, including Tencent and China Telcom. In this year’s list, there are 12 Chinese brands in the list, an increase from seven brands last year from only two brands in 2006. Mr. Brown said,”it reflects the transformation of China from a center for low-cost production to a nation capable of product innovation and marketing originality. The success of the Beijing Olympics accelerated this change. It reinforced China’s self-confidence and captured the world’s attention and admiration with memorable infrastructure and spectacle.”

Brand value evaluation uses a methodology similar to that employed by analysts and accountants. The brand value published is based on the intrinsic value of the brand – derived from its ability to generate demand. The dollar value of each brand in the ranking is the sum of all future earnings that brand is forecast to generate, discounted to a present-day value.

Brand Equity ($Value) = (Price of Branded Product – Price of No-Name Product) x Total units sold

Overall, brand value rose 17 percent and the total value reached $240,0 billion. This probably shows a shift in the global economy from recovery to growth after the latest economic crisis.

Listing of the Top 100 Most Valuable Global Brands

Rank 2010 Rank Brand Country Sector Brand Value($m) Change in Brand Value
1 3 apple_logo United States Electronics 153,285 84%
2 1 google_logo United States Electronics 111,498 -2%
3 2 ibm_logo United States Business Services 100,849 17%
4 6 mcd_logo United States Restaurants 81,016 23%
5 24 ms_logo United States Computer Software 78,243 2%
6 5 coca_cola_logo United States Beverages 73,752 8%
7 22 att_logo United States Telecom 69,916 N/A
8 7 marlboro_logo United States Tabacco 67,522 18%
9 8 chinamobile_logo China Telecom 57,326 9%
10 9 ge_logo United States Diversified 50,318 12%
11 11 icbc_logo China Financial Services 44,440 1%
12 10 vodafone_logo United Kingdom Telecom 43,647 -2%
13 20 verizon_logo United States Telecom 42,828 N/A
14 15 amazon_logo United States Internet Services 37,628 37%
15 13 walmart_logo United States Retailing 37,277 -5%
16 30 wells_fargo_logo United States Financial Services 36,876 97%
17 16 ups_logo United States Transportation 35,737 35%
18 12 hewlett_logo United States Electronics 35,404 -11%
19 55 tmobile_logo Germany Telecom 29,774 N/A
20 18 visa_logo United States Financial Services 28,553 15%
21 60 movistar_logo Spain IT services 27,249 N/A
22 19 oracle_logo United States Business Services 26,948 9%
23 21 sap_logo Germany Business Services 26,078 7%
24 27 china_construction_bank_logo China Financial Services 25,524 22%
25 14 blackberry_logo Canada Electronics 24,623 -20%
26 29 lv_logo France Luxury 24,312 23%
27 26 toyota_logo Japan Automotive 24,198 11%
28 23 hsbc_logo United Kingdom Financial Services 22,587 -4%
29 75 baidu_logo China Internet services 22,555 141%
30 25 bmw_logo Germany Automotive 22,425 35%
31 17 tesco_logo United Kingdom Retailing 21,834 -15%
32 28 gillette_logo United States Consumer goods 19,782 -4%
33 N/A china_life_logo China Insurance 19,542 N/A
34 33 pampers_logo United States Consumer goods 19,350 11%
35 N/A facebook_logo United States Internet services 19,102 246%
36 50 orange_logo French Telecom 17,597 N/A
37 24 bankofchina_logo China Financial Services 17,530 -20%
38 41 disney_logo United States Media conglomerate 17,290 15%
39 38 rbc_logo Canada Financial Services 17,182 3%
40 52 americanexress_logo United States Financial Services 17,115 23%
41 39 exxonmobile_logo United States Oil and gas 16,973 10%
42 71 td_logo Canada Financial Services 16,931 19%
43 N/A agricultural_bank_logo China Financial Services 16,909 N/A
44 35 apple logo United States Business Services 16,314 -2%
45 38 budweiser_logo United States Alcohol 15,952 0%
46 49 loreal_logo France FMCG 15,719 11%
47 54 citi_logo United States Financial Services 15,674 17%
48 57 docomo_logo Japan Wireless Services 15,449 19%
49 44 accenture_logo United States Business Services 15,427 5%
50 53 benz_logo Germany Automotive 15,344 12%
51 40 shell_logo The Netherlands Oil, energy 15,168 0%
52 N/A tencent_logo China Internet Services 15,131 N/A
53 45 icici_logo India Automotive 14,900 3%
54 64 subway_logo United States Restaurant 14,306 19%
55 47 colgate_logo United States FMCG 14,258 0%
56 48 honda_logo Japan Automotive 14,182 -1%
57 59 nike_logo United States Sporting Goods 13,917 10%
58 48 intel_logo United States Semiconductors 13,904 -2%
59 42 carrefour_logo France Retailing 13,754 -8%
60 67 mastercard_logo United States Financial Services 13,543 16%
61 73 brpetrobras_logo Brazil Oil and Gasoline 13,421 39%
62 63 hm_logo Sweden Fashion 13,006 7%
63 58 pepsi_logo United States Beverages 12,931 1%
64 34 bp_logo Canada Oil 12,542 -27%
65 62 target_logo United States Retailing 12,471 3%
66 65 porsche_logo Germany Automotive 12,413 3%
67 68 samsung_logo Korea Electronics 12,160 7%
68 61 chase_logo United States Financial Services 12,033 -3%
69 89 standard_logo United Kingdom Financial Services 12,033 45%
70 77 siemens_logo Germany Diversified 11,998 29%
71 86 Hermes_logo France Luxury 11,917 41%
72 85 starbucks_logo United States Restaurants 11,901 40%
73 74 fedex_logo United States Transporation 11,759 25%
74 70 o2_logo United Kingdom Telecom 11,694 N/A
75 N/A telecom_logo Italy Telecom 11,609 N/A
76 69 telcel_logo Mexico Telecom 11,558 7%
77 31 sant_logo Spain Financial Services 11,363 -37%
78 51 petrochina_logo China Oil 11,291 -19%
79 32 nintendo_logo Japan Game 11,147 -37%
80 72 mts_logo Russia Telecom 10,883 12%
81 43 nokia_logo Finland Telecom 10,735 -28%
82 76 ebay_logo United States Internet Services 10,731 15%
83 N/A ping_an_logo China Insurance 10,540 N/A
84 88 usbank_logo United States Financial Services 10,525 26%
85 94 sony_logo Japan Electronics 10,443 19%
86 80 zara_logo Spain Apparel 10,335 15%
87 N/A scotiabank_logo Canada Financial Services 10,076 N/A
88 84 nissan_logo Japan Automotive 10,072 17%
89 81 homedepot_logo United States Home Furnishings 9,877 10%
90 N/A itau_logo Brazil Finance and Insurance 9,600 29%
91 N/A telecom_logo China Telecom 9,587 N/A
92 37 boa_logo United States Financial Services 9,358 -43%
93 82 redbull_logo Austria Beverages 9,263 4%
94 83 aldi_logo Germany Retailing 9,251 6%
95 100 tim_logo Italy Telecom 8,838 21%
96 87 barclays_logo Germany Financial services 8,760 4%
97 90 china_merchants_logo China Financial Services 8,668 5%
98 98 bradesco_logo Germany Finance and Insurance 8,600 15%
99 N/A cbeb_logo Russia Financial Services 8,535 15%
100 78 goldmansachs_logo United States Financial Services 8,439 -9%

 

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