Apple named top global brand despite tax avoidance

 

Apple has been named the most "valuable" brand in the world

Despite recent scrutiny regarding the company’s tax avoidance, Apple has topped the list compiled in Marketing Week, which is worth a combined £1.73 trillion.

Although Apple showed only minimal growth of +1 per cent on last year, their £122,525 million valuation saw the global giant retain a clear lead over second place Google, who showed +5 per cent growth and a brand value of £75,254 million.

IBM came in third in the brand rankings, swapping places with Google from the 2012 rankings with a valuation of £74,504 million.

The list, compiled by market researchers Millward Brown, uses a combination of consumer research and financial analysis to determine how much a company’s brand contributes to its core corporate value.

Despite the expected domination of America’s tech giants, South Korean company Samsung came in 30th after a boost from the success of its Galaxy phones.

The Galaxy S4 recently became the fastest selling Android phone ever, with 10 million units sold globally in a month. This was reflected in brand growth of +51 per cent.

Technology brands continued to dominate the list, with 40 per cent of the total value of the top 100 generated from tech and telecoms companies. Tech companies, on average, were valued twice as much as other brands.

This year’s list also proved strong for fashion brands. The year’s fastest-rising brand included Prada with a growth of +63 per cent, while Calvin Klein and Gucci grew by 52 per cent and 48 per cent respectively.

Zara also saw growth of 60 per cent, unseating Nike as the highest value clothing brand, while Amazon beat Walmart to become the number one retail brand.

Britain saw a modest growth of 4 per cent year-on-year, with only seven brands in the top 100, compared to North America’s 47 and Asia’s 23. Vodafone was the UK’s highest ranked brand at 17th place.

A Senate sub-committe heard this month that Apple avoided more than £650,000 in US taxes every hour last year by creating "ghost companies".

PROMOTED VIDEO
Life and Style
ebookA wonderful selection of salads, starters and mains featuring venison, grouse and other game
News
people
Life and Style
President Obama, one of the more enthusiastic users of the fist bump
science
Arts and Entertainment
Peter Griffin holds forth in The Simpsons Family Guy crossover episode
tv
Life and Style
Upright, everything’s all right (to a point): remaining on one’s feet has its health benefits – though in moderation
HealthIf sitting is bad for your health, what happens when you stay on your feet for a whole month?
News
Kristen Stewart and Rupert Sanders were pictured embracing in 2012
people
Independent
Travel Shop
the manor
Up to 70% off luxury travel
on city breaks Find out more
santorini
Up to 70% off luxury travel
on chic beach resorts Find out more
sardina foodie
Up to 70% off luxury travel
on country retreats Find out more
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Gadgets & Tech

    Recruitment Resourcer

    £18000 - £22000 Per Annum: Clearwater People Solutions Ltd: Recruitment Resour...

    2nd line support - Derbyshire - 6 months

    competitive: Progressive Recruitment: 2nd line support - Derbyshire - 6 months...

    Sharepoint Technical Project Manager

    competitive: Progressive Recruitment: My client is a dynamic, fast-growing, fa...

    Account Manager (Junior)

    Negotiable: Clearwater People Solutions Ltd: Account Manager (Junior) Account ...

    Day In a Page

    A new Russian revolution: Cracks start to appear in Putin’s Kremlin power bloc

    A new Russian revolution

    Cracks start to appear in Putin’s Kremlin power bloc
    Eugene de Kock: Apartheid’s sadistic killer that his country cannot forgive

    Apartheid’s sadistic killer that his country cannot forgive

    The debate rages in South Africa over whether Eugene de Kock should ever be released from jail
    Standing my ground: If sitting is bad for your health, what happens when you stay on your feet for a whole month?

    Standing my ground

    If sitting is bad for your health, what happens when you stay on your feet for a whole month?
    Commonwealth Games 2014: Dai Greene prays for chance to rebuild after injury agony

    Greene prays for chance to rebuild after injury agony

    Welsh hurdler was World, European and Commonwealth champion, but then the injuries crept in
    Israel-Gaza conflict: Secret report helps Israelis to hide facts

    Patrick Cockburn: Secret report helps Israel to hide facts

    The slickness of Israel's spokesmen is rooted in directions set down by pollster Frank Luntz
    The man who dared to go on holiday

    The man who dared to go on holiday

    New York's mayor has taken a vacation - in a nation that has still to enforce paid leave, it caused quite a stir, reports Rupert Cornwell
    Best comedians: How the professionals go about their funny business, from Sarah Millican to Marcus Brigstocke

    Best comedians: How the professionals go about their funny business

    For all those wanting to know how stand-ups keep standing, here are some of the best moments
    The Guest List 2014: Forget the Man Booker longlist, Literary Editor Katy Guest offers her alternative picks

    The Guest List 2014

    Forget the Man Booker longlist, Literary Editor Katy Guest offers her alternative picks
    Jokes on Hollywood: 'With comedy film audiences shrinking, it’s time to move on'

    Jokes on Hollywood

    With comedy film audiences shrinking, it’s time to move on
    It's the best of British art... but not all is on display

    It's the best of British art... but not all is on display

    Voted for by the British public, the artworks on Art Everywhere posters may be the only place where they can be seen
    Critic claims 'I was the inspiration for Blanche DuBois'

    Critic claims 'I was the inspiration for Blanche DuBois'

    Blanche Marvin reveals how Tennessee Williams used her name and an off-the-cuff remark to create an iconic character
    Sometimes it's hard to be a literary novelist

    Sometimes it's hard to be a literary novelist

    Websites offering your ebooks for nothing is only the latest disrespect the modern writer is subjected to, says DJ Taylor
    Edinburgh Fringe 2014: The comedy highlights, from Bridget Christie to Jack Dee

    Edinburgh Fringe 2014

    The comedy highlights, from Bridget Christie to Jack Dee
    Dame Jenny Abramsky: 'We have to rethink. If not, museums and parks will close'

    Dame Jenny Abramsky: 'We have to rethink. If not, museums and parks will close'

    The woman stepping down as chair of the Heritage Lottery Fund is worried