Apple has become the world's most valuable brand passing all other companies. The iPhone and iPad maker is now worth $153 billion, almost half Apple's market capitalization.
Apple's portfolio of consumer goods has pushed it past Microsoft. Apple is breaking the rules in terms of its pricing model by doing what luxury brands do. The higher price the brand is, the more it seems to reinforce the desire for it. Of the top 10 brands in the recent rankings, 6 were technology and telecoms companies. Google was at number 2, IBM was at number 3, Microsoft was at number 5, AT&T was at number 7 and China Mobile was at number 9.
McDonald's rose two places to number 4, as fast food became the fastest-growing category, Coca-Cola slipped one place to number 6, Marlboro was also down one to number 8, and General Electric was number 10. The Chinese people have been discovering fast food and it is such a huge market. Starbucks, McDonald's and pizza have all hit China. McDonald's has reinvented itself, adapted its menus, and added healthy options, expanding the times of day it can be visited. These changes along with growth in developing markets have really helped the McDonald's brand.
Nineteen of the top 100 brands came from emerging markets.
Facebook entered the top 100 at number 35 with a brand valued at $19.1 billion, while Chinese search engine Baidu rose to number 29 from 46. Toyota reclaimed its position as the world's most valuable car brand, as it recovered from a 2010 product recall.
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