Apple found themselves at the tip of an 84% increase in brand value over the past year to top Google as the world’s most valuable global brand. Google, however, dropped in brand value by 2%, but it was one of the many technology companies to overpoweringly head the standings. Tech brands made up one third of the entire top 100.
Nigel Hollis, executive VP of Millward Brown, assistant producers of the BrandZ Top 100 list, said: ‘The prevalence of technology and telecom brands in the BrandZ Top 100 reflects a continued global trend. Mobile technology is becoming increasingly important in the lives of people all around the world. Smartphones are changing the way people communicate and access content, but they are useless without the connectivity provided by the mobile infrastructure.’
The study ranks the top 100 ‘Most Valuable Global Brands’ in conjunction with Millward Brown, WPP and The Financial Times. The list includes Facebook for the first time this year, which made its debut at number 35, with the biggest increase in brand value at 246%. Meanwhile, Amazon became the world’s number 1 retail brand, up 37% from last year. They overtook Wal-Mart to place highest in the retail category.
Technology was indeed a catalyst even for other brands to maintain prominence worldwide, with companies like Burberry, Chanel and Coca-Cola utilising a wealth of social media and application products in order to remain at a level of worldwide importance.