Despite a slowdown in iPhone sales and more competition in the tablet market, Apple remains WPP’s most valuable global brand, worth $185bn in 2013, but with growth of just one per cent.
The eigth annual BrandZ top 100 saw Googles value climb five per cent, moving the company from number three to number two in the list. Its brand value still falls quite far shy of Apple’s at $114bn. IBM is a close third in the ranking with a brand value of $112bn.
Microsoft is seventh, a drop of nine per cent and two places, while Samsung is now number 30 in the ranking, thanks to growing market share in high-end smartphones. AT&T is the most valuable telco name, coming in at number six, an increase of 10 per cent and two places on last year. China Mobile rounds of the top 10, with an increase in brand value of 18 per cent. 
“Vying for leadership in the smartphone market, Samsung fuelled its huge increase in brand value by balancing a remarkable period of innovation with growing market share – it spent $1.6bn more on advertising in the last year,” said Nick Cooper, MD of Millward Brown, which compiled the analysis. “Despite a more competitive marketplace and other challengers nipping at its heels, Apple’s ability to maintain its no.1 position demonstrates the value that having a strong brand brings to business. People still love the brand regardless of its stock price.”
The combined value of the top 100 has grown by 77 per cent since 2006. They are now worth a total of $2.6trn.
