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The Apple brand, as calculated by Millward Brown Optimor, a WPP company, has increased in value by 859 percent since 2006 and now stands at $153.3 billion. Other key findings in the study are that during the economic recovery of the last year, the combined value of all the brands in the top 100 has risen by 17 percent and is now worth $2.4 trillion. In terms of geography, according to the 2011 BrandZ study, 19 of the Top 100 brands now originate in “BRICs” markets, versus only two in 2006.
“Nine of the top ten brands have a strong brand history or presence in Australia,” said Martin Attwood, Senior Account Manager of Millward Brown Australia. “This has elevated the importance of building brands among the world’s most successful companies. CEOs and CFOs should be asking their marketing teams how they can leverage brand to both protect and grow the business. Strong brands, while not immune to the vicissitudes of the market, are more protected, prepared, resourceful and resilient.”
The BrandZ Top 100 Most Valuable Global Brands study, commissioned by WPP and conducted by Millward Brown Optimor, identifies and ranks the world’s most valuable 100 brands by their dollar value, an analysis based on financial data combined with consumer measures of brand equity.
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