What makes Apple the best brand

Millward Brown's brand ranking comes up every year. The study "BrandZ Top 100 Most Valuable Global Brands" shows Apple in the top position for the second year in a row.

Apple has to do something right: after first place last year, the Cupertin company successfully defended its title as the best brand in 2012. The Apple brand, according to the study, is worth $ 183.0 billion. That's 19 percent more than last year, when the brand was valued at $ 153.3 billion.

IBM is allowed to take second place: The brand value of the hardware manufacturer is 116.0 billion US dollars and has grown by 15 percent since last year. Google, on the other hand, lost its value and reputation: In the current ranking, the Internet company was relegated to third place and has a brand value of 107.9 billion US dollars.

After all, one German company made it into the top 20 of the top 100 brands: Deutsche Telekom was in 20th place with a brand value of 26.8 billion US dollars. Telekom lost one place in the ranking - last year it was still in 19th place. Other German companies in the ranking are SAP (22nd place) and Siemens (73rd place). The German motor vehicle manufacturers in particular have high brand values: BMW came in 23rd, Mercedes-Benz in 46th and Volkswagen in 96th.

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