This year, the analysis showed that Apple Inc. topped the list, with a value of $1.015 trillion, up 15% from last year. It is the first time the list has a $1 trillion brand.
The methodology determining the value is complex and has a 'black box' aspect. A rotating polling effort covers 4.3 million people and over 21,000 brands. The brand must appeal to 'relevant and potential' customers, and contribute significantly to 'corporate value'.
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