According to London-based research company Brand Finance, Apple takes the second position after Google in brand value rating. The 33% increase allowed Apple to overtake Microsoft, Wal-Mart, GE and IBM for the first time. The research firm attributes Apple’s high rating to loyal consumer base, successful marketing activities and innovative design.
Among the best 30 U.S. companies Google takes the first place with 9% increase and brand value estimated to $48.3 billion. Apart from Apple and Google, other top brands seen a considerable drop from the previous year’s estimates.
Fortune is quick to note that according to the brand valuation performed in May by BrandZ, Apple was placed atop the least with $153.5 billion in brand value. These discrepancies in estimates are likely related to different methods of evaluation applied by two companies. BrandZ based its ratings partially on survey of 2 million consumers, while Brand Finance applied discounted cash flow approach and uses different statistical information to estimate a net present value of a company.