No. 1 Apple
Brand value: $87.1 billion
Consumer perception rank: 11
The value of the Apple brand has soared 52% over the past two years with the success of the iPhone and iPad. Global consumers give Microsoft higher marks in perception study done by Landor, but Apple's significantly higher brand value makes it the world's most powerful brand.
Consumer perception rank: 11
The value of the Apple brand has soared 52% over the past two years with the success of the iPhone and iPad. Global consumers give Microsoft higher marks in perception study done by Landor, but Apple's significantly higher brand value makes it the world's most powerful brand.
No. 2 Microsoft
Brand value: $54.7 billion
Consumer perception rank: 1
Surprise! Microsoft gets the highest consumer perception scores in a global survey of 2,000 adults. Consumers credit Microsoft on things like "positively impacting lives on a daily basis" and "addresses my unique needs." The value of the brand is down 3% over the past two years, which keeps it ranked No. 2 overall behind Apple.
Consumer perception rank: 1
Surprise! Microsoft gets the highest consumer perception scores in a global survey of 2,000 adults. Consumers credit Microsoft on things like "positively impacting lives on a daily basis" and "addresses my unique needs." The value of the brand is down 3% over the past two years, which keeps it ranked No. 2 overall behind Apple.
No. 3 Coca-Cola
Brand value: $50.2 billion
Consumer perception rank: 29
Coca-Cola is fighting an uphill battle in the U.S. as soda gets part of the blame for the obesity problem in the country, but the company still sold 26.7 billion cases of soda worldwide in 2011. Half of those sales are for the Coca-Cola brand. Brand loving Warren Buffett owns the biggest stake in the company, $15 billion, through his firm Berkshire Hathaway.
Consumer perception rank: 29
Coca-Cola is fighting an uphill battle in the U.S. as soda gets part of the blame for the obesity problem in the country, but the company still sold 26.7 billion cases of soda worldwide in 2011. Half of those sales are for the Coca-Cola brand. Brand loving Warren Buffett owns the biggest stake in the company, $15 billion, through his firm Berkshire Hathaway.
No. 4 IBM
Brand value: $48.5 billion
Consumer perception rank: 20
IBM and its brand were in a death spiral in the early 1990s as the company was perceived as a tech hardware dinosaur. But IBM has reinvented itself over the past two decades as a powerful brand in tech as a software and services giant.
Consumer perception rank: 20
IBM and its brand were in a death spiral in the early 1990s as the company was perceived as a tech hardware dinosaur. But IBM has reinvented itself over the past two decades as a powerful brand in tech as a software and services giant.
No. 5 Google
Brand value: $37.6 billion
Consumer perception rank: 7
You know a brand is powerful when it becomes the generic term for the category, as Google has in search. But what separates Google from brands like Kleenex and Xerox is the amount of money it generates. Google earned $12.2 billion in earnings before interest and taxes in 2011.
Consumer perception rank: 7
You know a brand is powerful when it becomes the generic term for the category, as Google has in search. But what separates Google from brands like Kleenex and Xerox is the amount of money it generates. Google earned $12.2 billion in earnings before interest and taxes in 2011.
No. 6 Intel
Brand value: $32.3 billion
Consumer perception rank: 6
The Intel brand scores on both the financials and with consumers. It generated $17.5 billion in earnings before interest and taxes in 2011 and it was the top rated brand on perception among men in a global survey by Landor.
Consumer perception rank: 6
The Intel brand scores on both the financials and with consumers. It generated $17.5 billion in earnings before interest and taxes in 2011 and it was the top rated brand on perception among men in a global survey by Landor.
No. 7 McDonald's
Brand value: $37.4 billion
Consumer perception rank: 85
McDonald's score poorly with consumers, but with more than 33,500 local restaurants serving 68 million people in 119 countries each day, the financial value of the McDonald's brand is among the highest of any brand.
Consumer perception rank: 85
McDonald's score poorly with consumers, but with more than 33,500 local restaurants serving 68 million people in 119 countries each day, the financial value of the McDonald's brand is among the highest of any brand.
No. 8 General Electric
Brand value: $33.7 billion
Consumer perception rank: 49
General Electric's reputation and market value have been dinged over the past decade, but it continues to be a force in industrial sectors and remains an iconic brand. General Electric is the only company in the original Dow Jones Industrial Average, founded 1896, that is still a part of the Dow today.
Consumer perception rank: 49
General Electric's reputation and market value have been dinged over the past decade, but it continues to be a force in industrial sectors and remains an iconic brand. General Electric is the only company in the original Dow Jones Industrial Average, founded 1896, that is still a part of the Dow today.
No. 9 BMW
Brand value: $26.3 billion
Consumer perception rank: 5
Consumers rate BMW highest among all brands on "high quality products and services" and fifth overall. The Ultimate Driving Machine is the global sales market leader for luxury vehicles.
Consumer perception rank: 5
Consumers rate BMW highest among all brands on "high quality products and services" and fifth overall. The Ultimate Driving Machine is the global sales market leader for luxury vehicles.
No. 10 Cisco
Brand value: $26.3 billion
Consumer perception rank: 15
Cisco's "Human Network" ad campaign shows how people connect in sports, entertainment, the workplace and the community. It has helped make a Cisco a household name and brand.
Consumer perception rank: 15
Cisco's "Human Network" ad campaign shows how people connect in sports, entertainment, the workplace and the community. It has helped make a Cisco a household name and brand.
No. 11 Oracle
Brand value: $25.9 billion
Consumer perception rank: 50
Oracle keeps traditional advertising to a minimum with only $79 million spent in the U.S. last year. It does get a bump from co-founder and CEO, Larry Ellison, who splashes the Oracle name on the boat of his America's Cup team. Oracle Team USA won the 2010 America's Cup and will defend its title on the San Francisco Bay in 2013. Ellison is the world's third richest person worth $41 billion.
Consumer perception rank: 50
Oracle keeps traditional advertising to a minimum with only $79 million spent in the U.S. last year. It does get a bump from co-founder and CEO, Larry Ellison, who splashes the Oracle name on the boat of his America's Cup team. Oracle Team USA won the 2010 America's Cup and will defend its title on the San Francisco Bay in 2013. Ellison is the world's third richest person worth $41 billion.
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