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Google, IBM and Apple are most valuable brands

|Includes: AAPL, CCE, CHL, GE, Alphabet Inc. (GOOG), IBM, MCD, MO, MSFT, VOD

 Strong brands outperform the stock market


Google topped the 100 most valuable global brands with an estimated brand value of $144 billion, according to the 2010 BrandZ ranking of the 100 most valuable global brands by Millward Brown Optimor. IBM and Apple advanced to second and third place from fourth and sixth last year. Blackberry jumped two spots to 14th place, while Nokia fell to 43rd place from 13th last year. Technology companies accounted for 6 of the top 10 brands. Most key financial indicators plummeted in 2009, but the value of the top 100 brands rose by 4% to more than $2 trillion, a 40% growth over five years. Strong brands outperform the stock market: Taking the BrandZ Top 100 as a portfolio and comparing it to the S&P 500 over the last five years shows that $1,000 invested in the BrandZ Portfolio in 2006 would now be worth $1,185 compared to $885 invested in the S&P 500, proving that strong brands outperform the stock market. Other key findings: Tech Dominates Brand Values: Google leads as the Most Valuable Global Brand worth $114 billion. IBM was second at $86 billion, an increase of 30%. In third place, Apple’s brand value grew by 32% and is now worth $83 billion, Microsoft was fourth with a value of $76 billion. Brands from BRIC countries emerge on the global scene: This is the first year all members of the BRICs have been represented with new entrants from China (Baidu, Bank of China, China Mobile, ICBC, PetroChina), Russia and Brazil (Petrobras). The first Indian brand,ICICI, enters the Top 100 at 45th. Use of Social Media: Facebook entered the technology sector ranking for the first year with a brand value of $5.5 billion. Use of social media was a key trend across many of the successful brands this year. Strong Brands Bounce Back Higher: Brands such as Samsung, the highest riser with an 80% growth in Brand Value, and Starbucks with an increase of 17% are evidence that businesses with strong brands are able to recover from adversity faster.


    Most Valuable Global Brands 2010
    Rank Brand Value in $millions Brand Value % Change from 2009
    1 Google 114,260 +17%
    2 IBM 86,383 +33%
    3 Apple 83,153 +35%
    4 Microsoft 76,344 +3%
    5 Coca-Cola 67,983 +4%
    6 McDonald’s 66,005 +2%
    7 Marlboro 57,047 +19%
    8 China Mobile 52,616 -11%
    9 GE 45,054 -22%
    10 Vodafone 44,404 -14%
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Disclosure: "LONG GOOG"