A study from research agency Millward Brown
has found that the world's biggest brands have continued to grow in value during the current economic uncertainty.
The latest BrandZ
Top 100 Most Valuable Global Brands study discovered that between 2006 and 2012, the total value of the BrandZ Top 100 rose 66% to $2.4 trillion. Unsurprisingly, Apple
has remained number 1 for the second year running, after rising 19% in value to be worth $182.9bn. IBM
to second place, growing 15% in value to $107.8bn. Facebook
was the biggest growing brand, rising 74% to $33.2bn in advance of its IPO .
So how do big brands create big results? Millward Brown has completed a second piece of research about buzz, based on their own measure of online fans (FanZ Index) together with an 'Earned Buzz Index' audit by
social media monitoring company Visible Technologies
, that demonstrates how social and digital media are crucial in the growth of successful brands.
'As might be expected, the brands with more fans created more "Earned Buzz",' said Peter Walshe, global BrandZ director, Millward Brown. 'But the crucial finding is that brands with more fans and "Earned Buzz" levels are much more valuable. The Top 10 "Earned Buzz" brands grew on average by 5% in value last year, while the bottom 10 declined 8%.'
Appropriately enough, the top ten 'Earned Buzz' brands are US technology brands. Facebook tops the list with a 'Buzz Index' of 1,331, closely followed Google (1,229) and Apple (1,093) - that's set against an average score of 100. Other high-hitters include eBay
- with the notable appearance of entertainment brand Disney
at number 10 (buzz index: 280).