Apple, the most valued brand in the world

The BrandZ Top 100 ranking, established for years by Millward Brown, has just plebiscite for the second consecutive year Apple. This ranking is based primarily on numerical data, such as the Group's market capitalization and earnings. But also between subjective hand account on the brand positioning to the public, the reputation of its products and the enthusiasm it engenders. On the latter point, Apple has indeed a strong case.

So Apple is now $ 182 billion, an increase of 19% compared to 2011, and largely crush the other brands, yet at the second and third place. IBM moves to second place on the standings with a value amounting to 115 billion and 107.8 billion for Google coming to his side to third place.

Google is the big loser this year. Long ranked first, then second, the giant must make way for IBM. But Benedict Tanzer, CEO of Millward Brown, is optimistic about it. With Android, OS still young, Google will benefit from this investment of time in a few years.

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