Apple Tops Forbes’s Inaugural ‘World’s Most Powerful Brands’ List..



Forbes released its 2012 list of the World’s Most Powerful Brands earlier this month, and sitting atop the throne was Apple, despite the loss of its creative visionary Steve Jobs a year prior. But, they did roll out the new iPhone 5 recently as well.

How is the power of a brand measured? It is the “combination of financial value and positive consumer sentiment,” writes Forbes. Among those elements, it’s Apple that reigns supreme, helping it top the inaugural list.

The technology giant generated $40 billion in profits over the past 12 months, second to oil giant Exxon Mobil. However, Apple is ranked #1 as the most powerful brand, with an estimated brand value of $87.1 billion, reports The brand is worth 59% more than Microsoft, which ranks #2 in brand value overall.

At #2, the Microsoft brand is worth $54.7 billion, as the tech company continues with operating profit margins of 42%. However, it ranked first in a global survey of brands on perception done for Forbes by consulting firms Landor Associates and Penn Schoen Berland. The study measured 130 brands on attributes such as innovation and quality and Microsoft scored highly on “invests in customers” and “addresses my unique needs.”

“In an industry that transforms itself every year, Microsoft has been a leader for decades,” Billy Mann, managing director at consulting firm Penn Schoen Berland, told

Apple surprisingly landed at #11 on the consumer perception survey among the top 100 brands, though.

Coca-Cola lands at #4 with $50.2 billion in brand value; IBM at #4 with $48.5 billion; Google at #5 with $37.6 billion; and Intel at #6 with $32.3 billion.

Facebook ranks at just #73 overall, due to privacy concerns, which attributed to its low ranking on the Consumer Perception factor.

Below are other notable, familiar brands and their rankings and values:

#9 – BMW – $26.3 billion
#12 – Samsung – $19.3 billion
#16 – Mercedes-Benz – $21.8 billion
#17 – Louis Vuitton – $24.5 billion
#23 – Budweiser – $18.6 billion
#26 – Nike – $15.9 billion
#32 – Audi – $10.8 billion
#35 – Canon – $9.8 billion
#40 – Nintendo – $13.1 billion
#49 – ESPN – $11.5 billion
#53 – Adidas – $6.8 billion
#57 – Rolex – $6.5 billion
#60 – Gucci – $11.9 billion
#68 – MTV – $5.9 billion
#73 – Facebook – $13.1 billion
#77 – HTC – $4.7 billion
#82 – Chanel – $6.2 billion
#85 – Hermes – $7.7 billion
#86 – Gatorade – $4.8 billion
#98 – Ralph Lauren – $5 billion



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