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Apple still most valuable global brand


Every year, Millward Brown Optimor produces the BrandZ list, a listing of the 100 most valuable brands. As with last year, Apple is at the top of the list with a 2013 brand value of just over US$185 billion.

Apple's brand value rose only 1 percent this year, but that number is still well over No. 2 Google at $113.7 billion. How much of a gap lies in the brand value between Apple and Google? How about almost the value of the venerable Coca-Cola brand at $78.4 billion (the soft drink company is at No. 5 on the list).

Another tech brand rounded out the top three, with IBM coming in just behind Google at $112.5 billion. The value of the top 100 brands is a staggering $2.6 trillion globally, up 7 percent from 2012.

Although Apple's share price and investor sentiment have lagged in the last year, BrandZ director Peter Walshe notes that brand is more sustainable than financials: "What we see with the most popular or powerful brands is that brand lasts a lot longer, is more robust and doesn't tend to slip as much, whereas the finances go up and down."

A PDF of the BrandZ Top 100 2013 is available for download here.

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