Apple is the most cherished brand of the world. Apple has been able to grab the top position in the annual hit parade of brands conducted by the marketing company Millward Brown Optimor and thus it overtook Google that enjoyed the top position of the chart for four long years. This year the list also includes Facebook for the first time.
With Apple and Google at top of the chart, the BrandZ Top 100 is controlled by the technology companies. Facebook has been able to grab the 35th position of the chart. Among the top 10 positions, McDonald's, Marlboro and Coca-Cola are only the non-technical companies.
The electronics giant Apple with its launch of iPhone 4 and iPad, is enjoying a massive success received in the couple of years. The company single-handedly created the market for tablet devices and rivals are scrambling to enter into it with numeorus gadgets.
The fruit-flavoured Apple iPhone has achieved an eye-watering £3.6bn profit this year alone, and there was no scene to have suffered immensely from the controversy over the iPhone's dodgy antenn by the Jobsian brand. Again, the revelation of the company that the iPhone tracks personal movements of its users came to focus too recently to have any effect on the chart. However, Apple has currently reduced the controversial tracking feature with the minimum of fuss.
The chart of the top companies was prepared by working out by highly scientific method which included interviewing the consumers to get their perception about different brands. This was then assembled with the data on the financial performance of the particular companies to come up with a figure of what the brand is advantageous. This calculation was named as 'brand equity' by the chartmakers. The brand equity of Apple counts about £93bn approximately while it is around £67bn for Google.
In the chart, the Chinese language search engine Baidu is the only non-Western entrant among the top 10 entries and while SAP, the business giant is the only European brand.
