Apple displaces Google!

For the tenth time, the communications agency MillwardBrown has published a list of the 100 most valuable brands, the so-called "BrandZ Top 100 Most Valuable Global Brands". In doing so, Google and the brand Apple have swapped positions.

In 2015, with an estimated brand value of USD 246.992 billion, Apple is the world's most valuable brand ahead of Google and Microsoft. As a result, the value of the Apple brand has increased by 67%!

According to the assessment of the US agency, the most valuable German brand remains the Walldorf-based company SAP, which, however, with a brand value of over USD 38 billion has slipped from 19th to 24th place.

These examples clearly demonstrate that the registration and maintenance of brands can create noteworthy company assets.