Apple #1 in Top 100 Brands Report

in a new report released yesterday from brandz, apple is now the most highly valuated brand in the world at $153.3 billion. they’ve overcome google, who stood atop the rankings since 2007. 1.5 million consumers and professionals were engaged and assigned to one of five categories, based upon their responses to a wide variety of leading brands. these categories are listed from the top of the pyramid down: 1) bonding — rational and emotional attachments to the brand to the exclusion of most other brands; 2) advantage — felt to have an emotional or rational advantage over other brands in the category; 3) performance — felt to deliver acceptable product performance and is on the consumer’s short-list; 4) relevance — relevant to consumer’s needs, in the right price range or in consideration set; 5) presence — active familiarity based on past trial, saliency or knowledge of brand promise. download the “Top 100 Brands 2011” report.