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.