Apple’s brand value rises to No. 2 in the world, after Google
The Apple logo is now worth $39.3 billion according to Brand Finance
Microsoft MSFT is down 9% to $39 billion. Google GOOG is up 9% to nearly $48.3 billion. But Apple AAPL is way up — 33% — to overtake, for the first time, Microsoft, IBM IBM, Wal-Mart WMT and General Electric GE.
Those are the highlights of the interim brand value report issued last week by Brand Finance, a London-based consulting company that specializes in putting a dollar value what you might think is a rather intangible marketing concept.
Overall, the value of the world’s top 100 brands have fallen 2.4% since January, according to Brand Finance, dragged down by the plummeting reputations of financial institutions like Wells Fargo WFC and Bank of America BAC.
BrandZ bases its ratings, in part, on a survey of 2 million consumers. Brand Finance uses a more straightforward discounted cash flow technique to arrive at a net present value of a company’s trademark and associated intellectual property.