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2015 WPP 100 Most Valuable Global Brands

Dr. Paul Marsden, writing for Digital Intelligence Today, discusses the 2015  WPP 100 Most Valuable Global Brands Report.

According to this report, the top 100 brands are worth $3.3 trillion.  WPP calculates brand value by combining financial value with brand contribution.

The article emphasizes that “a brand is more than a logo, it is a set of associations that can influence propensity to choose and frequency of choice.”  Among the characteristics which drive brand value are salience, difference, and meaningfulness.

The top most valuable global brands on this list include:

  1. Apple
  2. Google
  3. Microsoft
  4. IBM
  5. Visa

The article also provides a link to the full WPP report.

 

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For more on this topic, check out the Tech Tab in Morning Coffee.