Brands: Apple is world's most valuable; Lego, most powerful

See Brand Finance's top 40 for 2015

Lego ranked as the world's most powerful brand for 2015.
Lego ranked as the world's most powerful brand for 2015.

Apple retained its spot as the world's most valuable brand in an annual survey, while Lego stole the top spot from Ferrari as the world's most powerful brand.

The research, conducted annually by strategy consultancy Brand Finance, uses a variety of brand and financial factors to find the most valuable and powerful brands.

Lego has stolen the top spot as the world’s most powerful brand from Ferrari, which saw itself slide to ninth in the ranking. Second on the list was professional services company PWC, which was followed by Red Bull in third place.

The most powerful brands are ranked based on a series of points awarded for criteria such as familiarity, loyalty, promotion, staff satisfaction and corporate reputation.

Top 10 most powerful brands 2015

  1. Lego
  2. PWC
  3. Red Bull
  4. McKinsey
  5. Unilever
  6. L’Oreal
  7. Burberry
  8. Rolex
  9. Ferrari
  10. Nike

According to the research the fastest growing brands were led by social networks and internet businesses with Twitter, Baidu and Facebook comprising the top three. FOllowing that was fast food chain Chipotle and healthcare brand Humana.

Brand Finance also calculates the world’s most valuable brands, using the information on a brand’s strength with financial data, to calculate its commercial value. The list is dominated by tech brands in the top ten, featuring Apple, Samsung, Google and Microsoft.

Use the interactive table below to reveal the top 40 most valuable brands. Click on the headings to filter the table by different categories.

Rank 2015Rank 2014BrandBrand value 2015 $mBV change %
1 1 Apple

128303

23
2 2 Samsung

81716

4
3 3 Google

76683

12
4 4 Microsoft

67060

7
5 5 Verizon

59843

12
6 7 AT&T

58820

30 7 8 Amazon.com

56124

24 8 6 General Electric

48019

-9 9 13 China Mobile

47916

50 10 9 Walmart

46737

4 11 12 Coca-Cola

35797

6 12 10 IBM

35428

-15 13 11 Toyota

35017

0 14 15 Wells Fargo

34925

15 15 17 BMW

33079

14 16 14 T (Deutsche Telekom in Germany)

31108

2 17 19 Volkswagen

31025

15 18 18 Shell

30716

7 19 27 Walt Disney

30698

30 20 30 ICBC

27459

20 21 26 Mercedes-Benz

27328

13 22 16 Vodafone

27287

-8 23 20 HSBC

27280

2 24 51 China Construction Bank

26417

39 25 24 Citi

26417

7 26 21 Bank of America

26210

-4 27 29 Intel

25713

9 29 28 Chase

25011

7 29 25 Home Depot

24819

1 30 122 Facebook

24471

146 31 35 Nike

24180

16 32 36 Cisco

24118

12 33 37 Oracle

23217

11 34 58 Agricultural Bank Of China

22888

28 35 22 Mitsubishi

22714

-13 36 31 Honda

22679

1 37 23 McDonald's

22424

-15 38 33 American Express

22040

2 39 47 Pepsi

21567

10 40 40 Nestlè

21379

5

This article first appeared on marketingmagazine.co.uk.

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