From InfoWorld: Apple reclaimed the top-rated brand value spot in Millward Brown's annual review on the back of exceptional iPhone 6 sales last year.
The Cupertino, Calif. company, which lost the No. 1 position in 2014 to Google, climbed to an estimated $247 billion in brand value, said the research firm, which specializes in advertising effectiveness and brand equity.
Google slipped to No. 2 with its $174 billion value, while Microsoft climbed a spot to No. 3 ($116 billion). Other technology companies in the Top 20 included IBM (No. 4), Tencent (No. 11), Facebook (No. 12), Alibaba (No. 13), and Amazon (No. 14).
Brand value, as Millward Brown defined it, is the portion of a company's overall valuation due to the brand name itself, a metric comprising several pieces, including opinions of a consumer panel that totals more than 3 million people worldwide.
"Apple displayed remarkable brand strength, returning to the No. 1 position in the ranking based on consumer regard for the brand and its devices," Millward Brown's report read (download PDF). "The brand's iPhone 6 success contributed to an $18 billion quarterly net profit, the largest quarterly profit for a public company ever recorded."
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