Millward Brown and WPP’s latest 2015 report on the world’s most valuable brands has Apple surpassing Google for the number one spot. According to the report, Apple has increased its brand value to $247 billion — a 67% increase from 2014. On the other hand, Google increased their brand value by just 9% to $173.3 billion. Last year’s ranking had Google overtaking Apple for the top spot.
The report notes that Apple’s iPhone 6 was the main driver of the strong growth in brand equity. “Apple continues to ‘own’ its category by innovating and leading the curve in a way that generates real benefits for consumers. 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,” said Doreen Wand, Millward’s global head of BrandZ.
Over a ten year span, the top three performers included Apple (+1,446%), AT&T (+1,240%) and Amazon (+941%). The value of the top 10 brands now stands at $3.3 trillion — a 14% increase from 2014 and a 126% increase over the past 10 years.
The report notes that while Apple has seen the most growth in the last 10 years, Facebook is the fastest riser in recent years with 99% growth achieved through the acquisition of WhatsApp and successful social integration with Instagram. Technology is also the fastest-growth category, with tech brands being worth more than $1 trillion alone — nearly a third of the value of all the brands in the ranking.