According to Millward Brown’s 2011 BrandZ study of the most-valuable global brands, Apple is No. 1 for the first time, edging out Google, which held the top spot for the last four years.
To determine the most-valuable brands, Millward Brown combines financial data with consumer measures of brand equity derived from the WPP BrandZ database, according to Cristiana Pearson, director of Millward Brown Optimor.
In other words (as explained by the Financial Times):
“The BrandZ index calculates brand value on a number of factors, including an estimate of the brand’s contribution to earnings, valuation of intangible assets, measures of customer perception and an estimate of growth potential.”