The number one brand in the world for the second year in a row is Apple, according to WPP company Millward Brown’s annual “BrandZtm Top 100 Most Valuable Global Brands” study. (

BrandZ evaluates brand strength among category users. By asking consumers to compare brands within a specific competitive frame, BrandZ can determine market dynamics based on the way consumers shop the category.

Apple, rose 19% in value and is now worth US$182.9 billion. IBM grew 15% in value to $115.9 billion and overtook Google, which dropped to third place in the ranking and is now worth $107.8 billion. The top 10 brands, in descending order, are Apple, IBM, Google, McDonald’s, Microsoft, Coca-Cola, Marlboro, AT&T, Verizon, and China Mobile.