Apple retains global brand lead

Apple was the most valuable brand of 2015 with a total brand value of US$128.3 billion (€112.8 billion), according to Brand Finance’s Global 500 ranking. 

The annual report shows that last year’s top five global brands all kept their rankings in 2015, but each grew their value with number two-ranked Samsung now holding a brand value of US$81.7 million.

Google came in third place with a brand value of US$76.7 billion, followed by Microsoft at US$67.1 billion and Verizon at US$59.8 billion. AT&T and Amazon each jumped one place coming in at sixth and seventh respectively.

Deutsche Telekom recorded its highest brand value in its history, at USD 31.1 billion. At number 16 it also ranked as the most valuable telecommunications brand in Europe, ahead of Vodafone with a brand value of US$27.3 billion, Orange at US$19.9 billion and BT at US$16.2 billion.

In the media space Walt Disney was ranked as the number one brand, climbing from number 27 last year to 19 this year and holding a value of US$30.7 billion.

Other leading media firms were listed as Comcast, Fox, Time Warner and Time Warner Cable.

Sky was ranked at number 140 with a brand value of US$8.70 billion, while ESPN’s brand was worth an estimated US$6.97 billion and the BBC’s worth US$6.01 billion.