Apple's brand is calculated to be worth $185bn, significantly more than any other company including: Google ($113.7bn), IBM ($112.5bn), McDonald’s ($90.3bn) and Coca-Cola ($78.4bn).
Global BrandZ director Peter Walshe notes that brand is more sustainable than financials. "What we see with the most popular or powerful brands is that brand lasts a lot longer, is more robust and doesn’t tend to slip as much, whereas the finances go up and down."
While Apple still dominates the list, Walshe says the company's rate of growth has slowed by 95% due to a decline in stock price and negative investor sentiment.
“Its brand value only increased by 1 per cent this year but it still holds the record for the most valuable brand. And it leads by a long way. The next brand in the ranking, Google, is worth $113.7bn [reversing a 3 per cent decline last year to a 5 per cent gain] so Apple is $71.4bn ahead - nearly the value of Coca-Cola, which just shows how strong, powerful and meaningful that brand is,” explains Walshe.