Apple remains in first place on an annual BrandZ ranking of the world's most valuable brands, notes MarketingWeek
. Apple's brand is estimated to be worth $185.071 billion, putting it well ahead of next-closest rivals Google ($113.669 billion) and IBM ($112.536 billion). Other companies in the top 10 include McDonald's, Coca-Cola, AT&T, Microsoft, Marlboro, Visa, and China Mobile.
Although Apple continues
to lead, the growth rate of the company's brand value has fallen by 95 percent, something BrandZ links to a drop in stock price and worried investors. Google, meanwhile, has reversed a 3 percent decline it saw in 2012. BrandZ's Peter Walshe observes that at roughly $71.4 billion, the gap between Apple and Google is nearly as much as the value of Coca-Cola.
The BrandZ list is complied by Millward Brown Optimor, and formulated by multiplying a corporation's financial value -- weighed in terms of profits or earnings -- by its brand contribution percentage, something judged by the proportion of financial value generated via a brand's ability to accrue loyalty.