The recently published annual Brandz report on the world's most valuable brands has sent analysts into overdrive over the last couple of days. Apple still dominates the charts as the most powerful global brand, trouncing itself as top dog over the worldwide array of technology brands.
IBM secured itself in second place, surpassing Google, claiming third position - reveals the study from market-research agency Millward Brown. Apple has found a way to continue rising up through the ranks, despite the current economic climate.
The iPhone and iPad maker increased its brand value by 19 per cent, compared to last year's report. The Apple brand now accounts for $183 billion (£116 billion) - taking up 37 per cent of the market share.
Moreover, recent reports reveal that the public remains loyal to Apple even after the company's high profile scandals. The top 100 most valuable global brands rose slightly by 0.4 per cent, compared to last year's study and now account for $2.4 trillion (£1.5 trillion).
Almost half of the top 100 brands lost value because of the global economic conditions. Analysts noticed that the last steep decline was during the 2009 recession.