Apple Ranked World’s Most Valuable Brand in 2012…Where’s Facebook?

Brandz, the annual study of brand values by market-research agency Millward Brown, places Apple Inc. (NASDAQ:AAPL) at the top of the 100 most valuable global brands, a position it held last year too.

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Apple’s brand value is estimated at $183 billion, up almost 19 percent over the previous year, and constituting 37 percent of its market capitalization.

In a significant comment on the increasingly dominant role technology is playing across the globe, tech firms usurped seven positions out of the top 10 global brands. Newly listed Facebook (NASDAQ:FB) created records here too – it rose the fastest, vaulting to 19th as its brand value rocketed 74 percent to $33.2 billion.

IBM (NYSE:IBM) rose to second place, taking over from Google (NASDAQ:GOOG), while Microsoft (NASDAQ:MSFT) stayed put at number five.

McDonald’s (NYSE:MCD) and Coca-Cola (NYSE:KO) withstood the tech assault, and managed to hang onto their fourth and sixth ranks, respectively. Marlboro (NYSE:PM) jacked up its rank one place to number seven.

Nick Cooper, managing director of Millward Brown Optimor, which produced the study, said about technology’s influence: “It’s all pervading 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.”

“When cars first appeared or when air travel first appeared, they became liberating. It’s the turn of the technology sector at the moment,” he went on to say.

Cooper said he admired Apple for the fact that it improved its brand value despite the death of Steve Jobs, its founder. “They are catchable but they’ve either got to falter or someone else has got to put on a sprint,” he said.

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