Oct. 12 (Bloomberg) -- Apple Inc., the maker of the iPod music player and the iPhone, is the most valuable global brand, beating Coca-Cola Co., the European Brand Institute said.
Apple topped the list, with a brand value of 69.7 billion euros ($96 billion), in a study of more than 3,000 companies in 24 countries, the Vienna-based institute said. Microsoft Corp. took third spot, one ahead of rival Google Inc. Apple overtook Google in brand value in May in a separate report by WPP Plc’s Millward Brown unit.
North American brands performed twice as well as European counterparts in value terms, according to the institute, which compiled global rankings for the first time. The top 10 brand companies were all U.S.-based.
LVMH Moet Hennessy Louis Vuitton SA, the world’s largest luxury-goods maker, retained its position as the most valuable brand corporation in Europe, the 15th globally. Vodafone Group Plc, the world’s biggest mobile-phone operator, and Anheuser- Busch InBev NV, the maker of Budweiser and Stella Artois, ranked second and third.
Nokia Oyj, which topped the European list in 2009 and came second last year, dropped to 14th place this year, 45th globally.
The institute, which includes public and private companies in its annual listing, uses an in-house methodology to calculate value and rankings based on factors including market value, brand revenue and overall sales.
Brand corporations in Finland, Switzerland, Luxembourg, Sweden, Denmark and Austria made the highest contribution to their respective economies, the institute said.
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