Apple (AAPL) Is Still The World's Most Valuable Brand, According To BrandZ Market Research Study

Amid continuing reports of weaker demand and dropping stock prices, Apple Inc. (AAPL) continues to boss around as the world's most valuable corporate brand, according to market research organisation Millward Brown's BrandZ study.

The Cupertino, California-based company toppled other global brands such as tech rivals Microsoft and Google, as well as industry leaders McDonald's and Coca-Cola.

The Brand Z Index, which computes brand value based on factors such as variation of intangible assets, customer perception and growth potential, placed Apple Inc.'s brand valuation at $185.1 billion, about 60 percent higher than second placer Google.

Rounding up the top five are IBM, McDonald's, and Coca-Cola. AT&T, Microsoft, Visa, Marlboro and China Mobile also figured in the top ten.

Olympic sponsor Visa, on the other hand, came out as the fastest growing brand in a tech-dominated top ten moving five places above with a 46 percent increase in brand worth.

Apple is a familiar fixture in the annual BrandZ survey having clinched top spot also in the 2011 and 2012 results. Despite the company's modest increase of one percent compared to last year, Apple's difference of $71.4 billion from nearest rival Google is still comparatively higher than seventh placer Microsoft's entire brand value for 2013.

According to the BrandZ study, brand strength and consumer loyalty are the main reasons why Apple has been able to achieve high ranking.

It is not only BrandZ, however, that continues to recognise Apple's strength and success. Recently, another market research survey Superbrands also placed Apple on the top spot for garnering highest measured brand worth.

Last year, brand consultancy company Interbrand likewise ranked Apple as second highest brand behind Coca-Cola.

In the estimation of BrandZ', Apple has achieved around $30 billion increase in brand value since it claimed the top slot in the 2011 rankings.

Here are the complete rankings:

Ranking Brand Brand Value

1 Apple 185.071

2 Google 113,669

3 IBM 112,536

4 McDonald's 90,256

5 Coca-Cola 78,415

6 AT&T 75,507

7 Microsoft 69,814

8 Marlboro 69,383