Top U.S. Brands via Brand Finance

According to Brand Finance, a London-based research firm, Apple is now second to Google in brand value after a 33% increase to overtake IBM, Microsoft, Wal-Mart, and GE for the first time. The firm attributes Apple’s success to “innovative design, loyal consumer base and well-executed marketing activities.”

Google, sitting in the top spot with a brand value of almost $48.3 billion was up 9% among the top 30 U.S. brands analyzed by the Brand Finance. Other top companies other than Apple and Google all seen a significant drop including Microsoft down 9% to $39 billion, and IBM and AT&T both experiencing decreases from the year previous.

Fortune is quick to point out that a recent brand valuation in May by BrandZ actually placed Apple atop the list, beating out Google and others with a brand value of $153.5 billion.

The firm also notes that the combined value of brands appearing in their top 100 fell by over 2% since January, citing suffering American banks Bank of America and Wells Fargo as the cause.

Brand Finance uses a number of stats to conclude a brand value of a company’s trademark and intellectual properties. The report explains:

The BrandFinance® Nation Brands Index, developed in conjunction with Simon Anholt the nation branding guru, is the most extensive and thorough analysis of nation brand values. It is calculated by applying a similar methodology to the one used to value commercial brands. The analysis uses detailed economic data,infrastructure data and perceptual market research data to rate and then value each nation brand.

Cross-posted on 9to5Google.com

(via Fortune)

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