millwardbrown2012

Facebook Shows Fast Growth in Brand Value

  |  May 22, 2012   |  Comments

Millward Brown's BrandZ finds other social platforms are "social climbers" too.

Facebook recorded one of the highest increases in brand value in 2012 over the prior year, according to Millward Brown's BrandZ annual study. Last year, Facebook was ranked No. 35.

Facebook's ascent comes as the social network reported 845 million users by the end of 2011, as well as generated $3.7 billion in revenue, an increase of 33 percent from the prior year. While the report was released today, it is based on information that Millward Brown collected before the social network's lackluster IPO on May 18 and the high-profile loss of GM as an advertiser.

Chinese social platforms Baidu (No. 25) and Tencent/QQ (No. 37) also saw their brand values increase in the BrandZ report.

millwardbrown2012"Connectedness is one of the top key drivers [to intangible brand value]," said Mario Simon, managing director of Millward Brown Optimor in the Americas. Brands that support that "connectedness" such as digital platforms (Facebook and Tencent/QQ) and telephony services (AT&T and Verizon) are in turn valued by consumers and businesses.

Technology giants Apple, IBM, and Google topped the BrandZ list of most valuable brands. The research firm pointed to Apple's soaring iPad, iPhone, and computer sales to help it maintain the top rank, signaling that it may have overcome concerns about poor working conditions at its manufacturing partners' plants.

Two financial services companies saw big drops in brand value, according to the BrandZ report. Citi (No. 82) was valued at $9.8 billion in 2012, a 38 percent decline; Chase (No. 92) was valued at $8.6 billion, a 28 percent decline.

The study's methodology includes earnings, future earnings potential, plus the research firm's quantitative consumer research.

Top 10 Most Valuable Technology Brands 2012: BrandZ
  Brand value
in $ billion
% change in brand value, 2012 vs. 2011
1. Apple  $182.9B 19%
2. IBM 116.0 15
3. Google 107.8 -3
4. Microsoft 76.6 -2
5. Facebook 33.2 74
6. SAP 25.7 -1
7. Baidu 24.3 8
8. HP 22.9 -35
9. Oracle 22.5 -16
10. Tencent/QQ 18.0 19

 

Top 10 Most Valuable Global Brands 2012: BrandZ
  Brand value in $ billion % change in brand value, 2012 vs. 2011
Apple $182.9B 19%
IBM 116.0 15
Google 107.8 -3
McDonald's 95.2 17
Microsoft 76.6 -2
Coca-Cola 74.3 1
Marlboro 73.6 9
AT&T 68.9 -1
Verizon 49.2 15
China Mobile 47.0 -18

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Sept 5 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Anna Maria Virzi

Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...