For many customers, the value of a brand plays, at least subconsciously, an important factor in their purchase decision. The brand’s reputation and image is often cited as one of the main reasons to purchase a product and those factors are ultimately decided by various organizations and institutions.
Welcome to 2014 BrandZ Top 100 Most Valuable Global Brands, an important ranking that every year gives brands a reason to brag about.
Produced by Millward Brown, the top of the brand value statistics span across all industries and recently the IT and Internet industries seem to take the top spot. Google, Apple, IBM and Microsoft are the companies that rank the highest in terms of brand value, according to a new study commissioned by WPP and conducted by Millward Brown.
McDonald’s is the only non-tech brand within the top five.
After three years of owning the top spot in the “The BrandZ Top 100 Most Valuable Global Brands” study, Apple has slipped to the No. 2 spot behind Google. The manufacturer’s brand value fell 20 percent year-over-year to $148 billion, due in large part to the company’s well-publicized recent lack of innovation. Google, on the other hand, has kept throwing money into a number of different initiatives including mapping, wearables, payments and social media to up its brand value 40 percent, representing $159 billion.
In the automotive ranking, the most valuable company in 2014 is Toyota. With a brand value of $29.598 billion, the Japanese automaker also scored 26th overall. Second comes BMW with a brand value of $25.73 billion and 32 overall.
Other car makers in the BrandZ Top 100 are Mercedes-Benz (number 42 / $21.535 billion), Honda (70 / $14.085 billion), Ford (84 / $11.812 billion) and Nissan (90 / $11.104 billion).