According to the 2012 Brandz Top 100 report, Apple beats IBM and Google to top global brand report. The Cupertino-based firm saw its brand value increase by 19 percent on last year’s study, which it also lead, to reach $183 billion. That figure puts it ahead of IBM ($116 million), Google ($108 million), McDonalds ($95 million) and Microsoft ($77 million).
Nick Cooper, managing director of Millward Brown Optimor which produced the study, said the strength of technology brands was a measure of the central and transformative role it plays in contemporary life.
“It’s all pervading,” Cooper told Reuters, “and there’s a lot of excitement and new news. This is where it’s all happening. That tends to increase not only the demand and financial performance but also the role of brand.”
“The brands that are generally demonstrating the best growth are those that tend to be occupying spaces where there is a lot more intuitive natural use, where the consumer experience is informing the B2B experience rather than the other way around.”
“Consumer technology is receiving the same kind of scrutiny once reserved for banks and brands will have to respond convincingly to increasing regulatory oversight. This may impact social brands like Facebook in the future,” he said.