Samsung catching up to Apple in brand ratings

Although Apple remains number one in the BrandZ Top 100 Most Valuable Global Brand list, its rival Samsung is catching up.

After enjoying a 51 per cent increase in brand value and increasing its worth to £21bn in the last year, Samsung have now climbed up the list to sit comfortably at number 30. In contrast, Apple’s brand value increased by just one per cent.

Nick Cooper, managing director of Millward Brown Optimor, which carried out the study, said: ‘Vying for leadership in the smartphone market, Samsung fuelled its huge increase in brand value by balancing a remarkable period of innovation with growing market share – it spent $1.6bn more on advertising in the last year.

‘Despite a more competitive marketplace and other challengers nipping at its heels, Apple’s ability to maintain its number position demonstrates the value that having a strong brand brings to business. People still love the brand regardless of its stock price.’

Other firms that took top spots in the list included Google, IBM, McDonald’s, Coca-Cola and telecoms giants AT&T.