Apple again world’s brand champ

LOS ANGELES — For the second year in a row, Apple is the most valuable brand in the world, according to a study released last week.

Apple took top honors by increasing its brand value 19 percent to $182.9 billion, according to the Millward Brown’s annual Brandz study.

The Cupertino, Calif., company edged out IBM by nearly $30 billion, but in general, technology companies fared well in the study. Google traded spots with IBM and came in at third place while Microsoft landed in fifth place, with McDonald’s as the only non-tech brand in the top five spots.

The study ranks brands based on their value, an analysis of their financial data, market intelligence and consumer measures of brand equity.

“Apple continues to innovate and maintain its ‘ luxury’ brand status, but faces future competition from Samsung,” a news release for the study said. “Samsung is successfully outpacing Apple in a significant number of markets by positioning as a cool, well-priced alternative to the ubiquitous iphone.”

Another brand that performed well in the study was Facebook, which rose 74 percent in brand value — making it the fastest brand-value riser in the study and moving up from 35th to 19th place.

The rest of the brands in the top 10 were Coca-cola, Marlboro, AT&T, Verizon and China Mobile.