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According to a recent report by BrandZ, the world’s largest brand equity database, the most valuable brands in 2012 remained mostly unchanged and dominated by technology companies. BrandZ was created in 1998 and is continually updated by gathering data through interviews with over 150,000 people every year in up to 400 studies around the world.
The firm takes several steps in its methodology process, including calculating variables such as branded earnings, financial value, brand contribution and brand value. The report explains, “The BrandZ methodology uses consumer-level research funded every year by WPP to identify how brand influences purchase decisions. Other rankings rely on subjective opinion or the views of an ‘expert’ panel. This means that our measure of Brand contribution is the only one that is entirely objective and consumer based.”
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Despite the total brand value of the 2012 BrandZ Top 100 Most Valuable Global Brands reaching $2.4 trillion, the aggregate value of the list only edged 0.4 percent higher when compared to 2011. In comparison, the overall value grew 17 percent last year and 4 percent during the official 2009 Great Recession. Consumers are becoming more selective than ever when choosing brands to use and trust. Four out of the top 5 brands were in the technology industry, with the golden-arches fast-food giant being the only exception.
Listed below are the 10 most valuable brands in the world with their calculated brand value, according to BrandZ:
Apple retained its number one position by growing its brand value 19 percent year-over-year. Other major tech companies further down the list include Amazon.com Inc. (NASDAQ:AMZN), Facebook (NASDAQ:FB), Baidu Inc. (NASDAQ:BIDU), Hewlett-Packard Co. (NYSE:HPQ) and Intel Corp. (NASDAQ:INTC). Newly listed Facebook, the world’s largest social-media company, ranked number 19 with a brand value of $33.23 billion. It was the fastest growing company on the list, surging 74 percent from last year.
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