The ten most valuable brands in the world are American, according to the European Brand Institute.
Apple Inc. tops the list as the world’s most valuable global brand ($96 billion), followed by Coca-Cola ($76 billion). Microsoft ($70.6 billion), Google ($66.4 billion), and IBM ($63.8 billion) complete the top five.
Each year, the Vienna-based European Brand Institute surveys more than 3,000 companies in 24 countries and 16 industries. North American brands performed twice as well as European companies in terms of value, the institute said in a statement.
America’s global brand dominance is a counterpoint to editorials in the wake of Apple co-founder Steve Jobs’ death that questioned what the Economist called America’s “public and private technological pre-eminence.” “As bad as their politics has got, Americans could always comfort themselves with the knowledge that their business leaders, entrepreneurs and workers were the most dynamic and innovative in the world.” Jobs’ death, the editorial continued, was one of several events “that undermine that story.”
Meanwhile, Apple last week started taking pre-orders on its new iPhone4s, which will be available for purchase tomorrow. The company said it was “blown away” by the response. A million people pre-ordered the new iPhone, toppling Apple’s previous high of 600,000 same-day orders for the iPhone 4 less than a year-and-a-half ago.
“Buy American” sentiment is strong within investors surveyed by Millionaire Corner last month. More than half (56 percent) said they are more likely to purchase products with the “Made in the USA” label. Of these, more than six in ten had a net worth between $100,000 and $500,000 or were business owners. More women than men (58 percent vs. 54 percent) said they would be more likely to buy a product that was made domestically. Across age groups, seniors age 60 and up were more likely than their younger countrymen to express a commitment to buy American.
Rounding out the European Brand Institute’s top ten global brands are IBM ($63.8 billion), McDonald’s (62 billion), AT&T ($61.4 billion), Proctor & Gamble ($61 billion), PepsiCo ($59.5 billion) and Philip Morris ($59.2 billion).
The most valuable European company, luxury-goods maker LVMH, comes in globally at 15th on the list, immediately followed by mobile phone operator Vodafone Group Pic. Anheuser-Busch InBev NV, which produces Budweiser and Stella Artois, is the 19th most valuable global brand.