Top 100 Most Valuable Global Brands

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		United States	Electronics	153,285	84%
2	1		United States	Electronics	111,498	-2%
3	2		United States	Business Services	100,849	17%
4	6		United States	Restaurants	81,016	23%
5	24		United States	Computer Software	78,243	2%
6	5		United States	Beverages	73,752	8%
7	22		United States	Telecom	69,916	N/A
8	7		United States	Tabacco	67,522	18%
9	8		China	Telecom	57,326	9%
10	9		United States	Diversified	50,318	12%
11	11		China	Financial Services	44,440	1%
12	10		United Kingdom	Telecom	43,647	-2%
13	20		United States	Telecom	42,828	N/A
14	15		United States	Internet Services	37,628	37%
15	13		United States	Retailing	37,277	-5%
16	30		United States	Financial Services	36,876	97%
17	16		United States	Transportation	35,737	35%
18	12		United States	Electronics	35,404	-11%
19	55		Germany	Telecom	29,774	N/A
20	18		United States	Financial Services	28,553	15%
21	60		Spain	IT services	27,249	N/A
22	19		United States	Business Services	26,948	9%
23	21		Germany	Business Services	26,078	7%
24	27		China	Financial Services	25,524	22%
25	14		Canada	Electronics	24,623	-20%
26	29		France	Luxury	24,312	23%
27	26		Japan	Automotive	24,198	11%
28	23		United Kingdom	Financial Services	22,587	-4%
29	75		China	Internet services	22,555	141%
30	25		Germany	Automotive	22,425	35%
31	17		United Kingdom	Retailing	21,834	-15%
32	28		United States	Consumer goods	19,782	-4%
33	N/A		China	Insurance	19,542	N/A
34	33		United States	Consumer goods	19,350	11%
35	N/A		United States	Internet services	19,102	246%
36	50		French	Telecom	17,597	N/A
37	24		China	Financial Services	17,530	-20%
38	41		United States	Media conglomerate	17,290	15%
39	38		Canada	Financial Services	17,182	3%
40	52		United States	Financial Services	17,115	23%
41	39		United States	Oil and gas	16,973	10%
42	71		Canada	Financial Services	16,931	19%
43	N/A		China	Financial Services	16,909	N/A
44	35		United States	Business Services	16,314	-2%
45	38		United States	Alcohol	15,952	0%
46	49		France	FMCG	15,719	11%
47	54		United States	Financial Services	15,674	17%
48	57		Japan	Wireless Services	15,449	19%
49	44		United States	Business Services	15,427	5%
50	53		Germany	Automotive	15,344	12%
51	40		The Netherlands	Oil, energy	15,168	0%
52	N/A		China	Internet Services	15,131	N/A
53	45		India	Automotive	14,900	3%
54	64		United States	Restaurant	14,306	19%
55	47		United States	FMCG	14,258	0%
56	48		Japan	Automotive	14,182	-1%
57	59		United States	Sporting Goods	13,917	10%
58	48		United States	Semiconductors	13,904	-2%
59	42		France	Retailing	13,754	-8%
60	67		United States	Financial Services	13,543	16%
61	73		Brazil	Oil and Gasoline	13,421	39%
62	63		Sweden	Fashion	13,006	7%
63	58		United States	Beverages	12,931	1%
64	34		Canada	Oil	12,542	-27%
65	62		United States	Retailing	12,471	3%
66	65		Germany	Automotive	12,413	3%
67	68		Korea	Electronics	12,160	7%
68	61		United States	Financial Services	12,033	-3%
69	89		United Kingdom	Financial Services	12,033	45%
70	77		Germany	Diversified	11,998	29%
71	86		France	Luxury	11,917	41%
72	85		United States	Restaurants	11,901	40%
73	74		United States	Transporation	11,759	25%
74	70		United Kingdom	Telecom	11,694	N/A
75	N/A		Italy	Telecom	11,609	N/A
76	69		Mexico	Telecom	11,558	7%
77	31		Spain	Financial Services	11,363	-37%
78	51		China	Oil	11,291	-19%
79	32		Japan	Game	11,147	-37%
80	72		Russia	Telecom	10,883	12%
81	43		Finland	Telecom	10,735	-28%
82	76		United States	Internet Services	10,731	15%
83	N/A		China	Insurance	10,540	N/A
84	88		United States	Financial Services	10,525	26%
85	94		Japan	Electronics	10,443	19%
86	80		Spain	Apparel	10,335	15%
87	N/A		Canada	Financial Services	10,076	N/A
88	84		Japan	Automotive	10,072	17%
89	81		United States	Home Furnishings	9,877	10%
90	N/A		Brazil	Finance and Insurance	9,600	29%
91	N/A		China	Telecom	9,587	N/A
92	37		United States	Financial Services	9,358	-43%
93	82		Austria	Beverages	9,263	4%
94	83		Germany	Retailing	9,251	6%
95	100		Italy	Telecom	8,838	21%
96	87		Germany	Financial services	8,760	4%
97	90		China	Financial Services	8,668	5%
98	98		Germany	Finance and Insurance	8,600	15%
99	N/A		Russia	Financial Services	8,535	15%
100	78		United States	Financial Services	8,439	-9%