Apple dubbed top billion-dollar brand in US

The iPhone maker easily outscored Google, Microsoft, Verizon, and other tech players, according to a brand consulting agency.

James Martin/CNET

Apple has received yet another crown -- this one as the top billion-dollar brand in the United States.

In a report released Tuesday, UK consulting agency Brand Finance awarded Apple a brand value of $104.6 billion, up from $87.3 billion in 2013. This year's value far surpassed that of second place Google, which was valued at $68.6 billion. Other tech companies on the list included Microsoft, Verizon, AT&T, Amazon, and IBM, all of which made the top 10 out of 50 brands in total.

How does Brand Finance come up with the billion dollar value for each company? The agency said it calculates a royalty rate that would be charged to use the brand and adds that rate to estimates of future revenue.

(Via AppleInsider)

About the author

Journalist, software trainer, and Web developer Lance Whitney writes columns and reviews for CNET, Computer Shopper, Microsoft TechNet, and other technology sites. His first book, "Windows 8 Five Minutes at a Time," was published by Wiley & Sons in November 2012.

 

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