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Apple tops report measuring online brands

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Charlotte, N.C.—The Apple brand generated $941 million in “impact media value” in the fourth quarter of last year, according to General Sentiment's “Q4 2010 Global Top 20 Media Value Report.” (The technology research firm's report assigns a dollar value to a brand's online mentions. )

Brands rounding out the top five were Google, Microsoft, Yahoo and Ford. According to General Sentiment, SAP, thanks to the loss of a $1.3 billion lawsuit, saw the biggest drop in “perception media value,” a measure of the quality of online exposures.

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