Apple, Coke are top corporate brands

14 October 2011

VIENNA: Apple, Coca-Cola and Microsoft are the three most valuable corporate brands in the world, according to a new report.

The European Brand Institute, the research group, assessed over 3,000 firms in 24 countries and 16 industries, and reported that the ten operators with the highest net worth were all based in the US.

More specifically, Apple, the electronics pioneer, claimed first place on a value of €69.7bn, thanks to the success of products like the iPod music player, iPhone mobile handset and iPad tablet.

During Steve Jobs' spell as CEO from 1997 to 2011, Apple's market capitalisation rose by $342bn in inflation-adjusted terms, and shareholder returns leapt by more than 6,600%, recent figures showed.

Coca-Cola, the soft drinks manufacturer, was second on €55bn, beating Microsoft, the IT giant, on €51bn. Google, the online titan, was fourth on €48.1bn, and IBM, the business services firm, fifth on €46.2bn.

McDonald's, the fast food chain, and AT&T, the telco, both fell just short of €45bn. Procter & Gamble, in the FMCG sector, hit €44.2bn, and PepsiCo, the food and snacks expert, secured a value of €43.1bn.

Looking to Europe, LVMH, the luxury goods specialist, occupied the top spot on €31.7bn, a 14.7% increase year on year. Vodafone, another telco, followed on €28.5bn, a 12.6% improvement.

Anheuser-Busch InBev, the brewer, was third after an 8% surge took it to €25.5bn. Nestlé, the food company, saw growth of 29.9% to €25.4bn, and Unilever, the owner of Dove and Hellmann's, expanded by 9.6% to €24.3bn.

Turning to Asia, China Mobile, the mobile network, held the lead role on €39.6bn, trailed by ICBC, the financial services provider, on €24.4bn. Toyota, the carmaker, was on €21.3bn.

Elsewhere, the China Construction Bank, also in the financial services industry, posted €18.4bn. Auto manufacturer Mitsubishi was on 18.2bn, NTT, the telecoms group, registered €17.2bn and Samsung, a rival to Apple, received a total of €16.5bn.

Tata, a holding company active in areas from retail to consultancy, was India's premier representative on €16.1bn, just in front of ArcelorMittal, the steel conglomerate from the same country, on €14bn.

Data sourced from European Brand Institute; additional content by Warc staff