In 2010, global technology brand Apple surpassed Google to become the most valuable brand in the world, according to [pdf] “Brandz Top 100” from Millward Brown and Optimor. Apple increased in value by 84% to $153.3 billion.
Tech Companies Take 4 of Top 5 Brands
Technology companies took four of the top five places, including the first three, on this year’s list. They include 2009’s top brand Google coming in second with a value of about $111.5 billion (down 2%), IBM falling from second to third even as its value rose 17% to $110.8 billion, McDonald’s jumping from number six to number four as its value grew 23% to $81 billion, and Microsoft slipping from number four to number five, with 2% growth to $78.2 billion.
There are 33 technology/telecom companies in the 2010 top 100 brand list, up 32% compared to 25 in 2009.
Facebook, Amazon, Baidu Strong Performers
The report singles out Facebook, Amazon and Chinese search engine Baidu as especially strong performers in 2010. With a 246% rise in brand value to $19.1 billion, Facebook made the BrandZ Top 100 for the first time at number 35.
Meanwhile, Amazon (#14) edged past Wal-Mart (#15) to become the number one retail brand, with a 37% rise in brand value to $37.6 billion. And the Chinese search engine Baidu increased 141% in brand value to $22.6 billion, ranking it number 29 in the Top 100, up from number 75 in 2009.
Overall Top 100 Value Grows
The value of the BrandZ Top 100 Most Valuable Global Brands appreciated by 17% to $2.4 trillion, driven by year-on-year growth in all 13 product sectors studied. Increases in fast food (22%), luxury (19%) and technology (18%) led sector brand value appreciation, although a dramatic spike in value pushed insurance to first place because results included three large, expanding Chinese companies.
Most sectors also grew in value compared with 2008 pre-recession levels. The Top 100 brands increased their value 24% during that period, which the report says indicates the economy has shifted from recovery into real growth. In fact, the Top 100 brands have added $500 billion in value since 2008 and increased their value 64% since the Brandz report was launched in 2006.
Top 20 Risers Includes 6 Tech Brands
Along with Facebook, the Top 20 risers list included online retailer Amazon and four other technology brands: Apple and Baidu along with Siemens and Cannon, which Millward Brown analysis indicates benefited from resurgence in business-to-business demand.
In addition, Millward Brown cites brand revitalization initiatives launched two years ago as driving The Starbucks 40% rise in brand value, while the housing recovery drove IKEA’s 28% growth. Sector strength also helped top rising brands in fast food, insurance and luxury. In addition, the report says the fast-growing market dynamism that boosted China’s Baidu also pushed the brand values of Skol, Brazil’s largest beer brand, up 68%, and Petrobras, the country’s oil and gas giant, which advanced 39%. The 58% rise in the brand value of Pizza Hut was in part driven by its performance in China.