Annual ranking of the most powerful brands in the world - Apple remains top. - Millward Brown has published its eighth edition of the most powerful brands in the world ranking (“BrandZ Top 100, 2013”). After a year of stability (0.3%), the value of the 100 most powerful brands in the world has increased significantly (+7%). Two thirds of this ranking now see their value progressing, as opposed to only half the previous year. With an estimated value of $185.1 billion (1% growth in relation to 2012), Apple remains the top world brand, for the third consecutive year, even if its position is threatened by Google - which comes in second place ($113.7 billion; +5% growth). IBM follows closely with an estimated value of $112.5 billion. In fourth place is McDonald's ($90.3 billion), followed by Coca Cola ($78.4 billion). Microsoft loses 9% of its value (to $69.8 billion) and moves from fifth to seventh place. Although less powerful, Samsung nevertheless registers record growth of 51% ($21.4 billion) and enters the Top 30. As in previous years, technology companies take the top places. Together, these brands see their value remain flat although high consumption brands drive growth. The BrandZ Top 100 ranking is characterised by the return of “strong brands” which are close to the heart of consumers. Several categories contribute broadly to the general growth - beer (+36%), apparel (+21%), retail (+17%), cosmetics (+13%) and drinks (+11%). Several brands that had experienced varying fortunes and that had become extremely fragile are winning back consumer trust. Marketing and publicity campaigns in particular have allowed them to win back their top rankings. This is the case for Toyota (+12%) and BP (+11%). In several categories of products and services, shifts between brands are evolving and changes in leadership are taking place. This is the case, for example, in cosmetics with L'Oréal Paris (+30%) now overtaking Gillette (-6%) and dominating its category. There is a change of pole position, too, in the automobile sector with Toyota, mentioned earlier, which overtakes BMW (-2%). In the retail sector, Amazon (+34%) steals the top place from Walmart (+5%), and in the apparel sector, Zara (+60%) knocks Nike off its perch (-3%). By region, Europe plays the game admirably well this year, especially in the face of the BRICS which seem to be levelling off (17 brands in the Top 100 as opposed to 20 last year), but thanks also to its three dominant powers - the United Kingdom, Germany and France. Each of these countries has four champions in the regional Top 15 - Vodafone, HSBC, Shell and Tesco for the UK, SAP, BMW, Deutsche Telekom and Mercedes Benz for Germany, and lastly Louis Vuitton, L'Oréal Paris, Hermès and Orange for France. (IL/transl.fl)