WPP report reveals value of top 100 global brands

The latest WPP and Millward Brown report on the globe’s most valuable brands has revealed that Apple has overtaken Google to reclaim the top spot – with a brand value of $247bn.

Apple has seen a rise of 67% year on year, according to the annual BrandZ report, released today (27 May). Google also grew, achieving a 9% value increase to reach $173.7bn.

Microsoft, now worth $115.5bn, is currently in third place, rising one position with value growth of 28%.

Although the AppleWatch has proved extremely popular, it is the success of the iPhone 6 that has been the main driver of Apple’s brand value growth, according to the report’s authors.

“Apple continues to ‘own’ its category by innovating and leading the curve in a way that generates real benefits for consumers,” said Doreen Wang, Millward Brown’s global head of BrandZ.

“It meets their rational and emotional needs, and makes life easier in a fun and relevant way. Apple is clear on what it stands for, and never stops refreshing its message to sustain the difference that makes it so desirable.”

The total brand value of the Top 100 now stands at $3.3 trillion, a 14% increase on 2014 and 126% growth over the 10 years since the ranking was first launched.

Other highlights from the report show that Facebook is the fastest riser, with 99% growth achieved through what the authors describe as a successful strategy of acquiring and integrating other social apps such as Instagram and WhatsApp, and an “understanding of how to monetise and cross-sell its platforms.”

Technology was revealed as the fastest-growing category – up 24% in the last year, the tech brands in the Top 100 are worth more than $1 trillion, nearly a third of the value of all brands in the ranking.

David Roth, WPP added: “Brand value has risen substantially despite a disruptive decade. This is a pivotal moment for brand builders.

“We’re at the threshold of a new normal, and a changing consumer. The past 10 years of valuing brands proves that investing in creating strong, valuable brands delivers superior returns to shareholders.”