Commonwealth Bank has become the first Australian brand to ever find its way onto the Millward Brown global annual brand rankings, while Apple topped the list.
The BrandZ Top 100 Most Valuable Global Brands study, which assigns a value to global brands based on both qualitative and quantitative research, placed the Commonwealth Bank brand at number 60 with a value of $13.1 billion.
The Apple brand is the most valuable global brand, rising 19% year-on-year to attain a brand value of $182.9 billion.
IBM overtook Google, moving into second place with a value of $116 billion, while Google slipped to third with $107.9 billion in brand value.
Other global companies at the top of the list were McDonald's, Microsoft, Coca-Cola, Marlboro, AT&T, Verizon and China Mobile.
The fastest riser this year was Facebook, which climbed 74% in value to number 19 on the list, with brand value of $33.2 billion.
Millward Brown global chief executive Eileen Campbell said: “Brands are an insurance policy for businesses. Despite a prolonged period of economic stress, political uncertainty and natural disasters that buffeted brands across many categories, the value of the world’s leading brands keeps rising across many categories, sustaining and nurturing businesses.”
Millward Brown is a WPP-owned research agency.
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