Apple Regains No. 1 Brand Ranking

Though the AppleWatch has proved extremely popular, it is the success of the iPhone 6 that has been the main driver of Apple’s brand value growth.

“Apple continues to ‘own’ its category by innovating and leading the curve in a way that generates real benefits for consumers," says Doreen Wang, global head, BrandZ, Millward Brown. "It meets their rational and emotional needs, and makes life easier in a fun and relevant way. Apple is clear on what it stands for, and never stops refreshing its message to sustain the difference that makes

The total brand value of the Top 100 now stands at $3.3 trillion, a 14 percent increase from 2014 and a 126 percent growth in the 10 years since the ranking was first launched.

“Brand value has risen substantially despite a disruptive decade," says David Roth of WPP. "This is a pivotal moment for brand builders. We’re at the threshold of a new normal, and a changing consumer. The past 10 years of valuing brands proves that investing in creating strong, valuable brands delivers superior returns to shareholders.”

Highlights and key findings from this year’s BrandZ Top 100 study include:

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Technology is the fastest-growing category

–Up 24 percent in the last year, the tech brands in the Top 100 are worth more than $1 trillion, nearly a third of the value of all brands in the ranking.

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Facebook is the fastest riser–

The social network company has achieved 99 percent growth through its strategy of acquiring and integrating social apps such as "Instagram" and "WhatsApp" and its understanding of how to monetize and cross-sell its platforms.

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E-commerce boosts retail brand value

–Chinese e-commerce leader Alibaba entered the retail ranking at $66.4 billion, helping to grow the retail category ranking by 24 percent and overtaking both Amazon and Walmart. The most valuable retail brands, Alibaba and Amazon, both of which lack physical stores, are now worth more than Walmart, which has 11,000 stores worldwide.

Carried out by WPP's marketing and brand consultancy Millward Brown, the BrandZ Top 100 Most Valuable Global Brands study uses the views of potential and current buyers of a brand, alongside financial data, to calculate brand value.