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BtoB

Apple is top brand in BrandZ Top 100 report

Published on .

New York—Apple remained the No. 1 brand in BrandZ's “Top 100 Most Valuable Global Brands 2012” report, recently released by WPP. The report, administered by Millward Brown, ranks brands using a proprietary methodology that assigns a brand value based on financial analysis and consumer preference for the brand. The No. 2 brand was IBM, followed by Google, McDonald's and Microsoft. Rounding out the top 10 global brands, in order, were Coca-Cola, Marlboro, AT&T, Verizon and China Mobile. The total brand value of the Top 100 Global Brands increased by 0.4% to $2.4 trillion this year over last year.
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