Tag - Millward Brown
Apple has maintained its lead over other companies in the Millward Brown 2012 Brandz study. This marks the second year at the top for Apple, increasing their brand value from $153 billion to $182 billion, while previous branding leader Google slips behind IBM to third place. The study covers brand value as a perceptual worth independent from any financial undertakings, instead of market capitalization as typically used by financial analysts.
Apple achieved a symbolic win over Google late Sunday by passing its rival for the top spot in Millward Brown's 2011 BrandZ study. The swap represented the end to a four-year reign by Google, which slipped to second place. Apple won a brand value of $153 billion by managing to up the price of its mobile devices with the iPad but stoking demand the way a luxury brand might.