Market research MillwardBrown's BrandZ study found BT’s London 2012 sponsorship "has helped lift the brand to one of the top 10 most valuable in the U.K. with fellow sponsor Visa also benefiting from halo-effect of the Games to become one of the world’s most valuable brands," according to Sebastian Joseph of MARKETING WEEK. The No. 1 spot in the global rankings "was held by Apple for the second year running" with a brand value of $185.1B. Its value grew by only 1% in '12 however, "reflecting a difficult year where it lost market share to rival Samsung," which saw brand value increased by 51% to move it up 25 places to 30 this year. Overall, the value of the top 100 rose by 58% to $2.6T in '13 ranking (MARKETING WEEK, 5/21).
|
The Top 10 Most Valuable Global Brands 2013
|
Rank
|
Brand |
Brand Value
|
Rank 2012
|
| 1 |
Apple
|
$185.1B
|
1
|
| 2 |
Google
|
$113.7B
|
3
|
| 3 |
IBM
|
$112.5B
|
2
|
| 4 |
McDonald's
|
$90.3B
|
4
|
| 5 |
Coca-Cola
|
$78.4B
|
6
|
| 6 |
AT&T
|
$75.5B
|
8
|
| 7 |
Microsoft
|
$69.8B
|
5
|
| 8 |
Marlboro
|
$69.4B
|
7
|
| 9 |
Visa
|
$56B
|
15
|
| 10 |
China Mobile
|
$55.4B
|
10
|
|
The Top 10 Most Valuable U.K. Brands 2013
|
Rank
|
Brand |
Brand Value
|
Rank 2012
|
| 1 |
Vodafone
|
$39.7B
|
1
|
| 2 |
HSBC
|
$24B
|
2
|
| 3 |
Shell
|
$17.7B
|
4
|
| 4 |
Tesco
|
$16.3B
|
3
|
| 5 |
BP
|
$11.5B
|
5
|
| 6 |
Standard Chartered
|
$10.2B
|
6
|
| 7 |
BT
|
$9.5B
|
NEW
|
| 8 |
Barclays
|
$8B
|
8
|
| 9 |
O2
|
$6B
|
6
|
| 10 |
Dove
|
$5B
|
9
|
