For the ninth time, Millward Brown has published the brand value study BrandZ™ Top 100, pointing out the 100 most valuable brands worldwide.

Winner of the study is Google: The search engine was able to increase its brand value by 40% to USD 158.8 billion compared to the previous year and therefore replaced Apple (brand value: USD 147.9 billion, a loss of 20%) from the sole lead after three years in pole position. IT company IBM ranked third with a brand value of 107.5 billion US-Dollar.

Amongst the Top 50 most valuable brands, four players from the fashion industry could be found. Louis Vuitton ranked 30th with a brand value of USD 25.9 billion (+14%), Nike ranked 34th with a brand value of USD 24.6 billion (+55%), Zara ranked 37th with a brand value of USD 23.1 billion (+15%) and Hermès ranked 41st with a brand value of USD 21.8 billion (+14%).

In terms of the most valuable retail brands, Amazon keeps its pole position. The US-American online retailer was able to increase its turnover by 22% compared to the previous year and simultaneously push its brand value by 41% to an amount of USD 64.3 billion. Amazon is followed by WalMart (USD 35.3 billion brand value, -2%) and The Home Depot (USD 22.2 billion, +20%). IKEA, Ebay, Tesco, Woolworths, Aldi, Costco and Target are the successors.

The BrandZ™ Top 100 study is based on financial figures and data from market- and consumer research. It is initiated by media enterprise WPP.