The American Marketing Association defines a “brand” as “a name, term, design, symbol or any other feature that identifies one seller's good or service as distinct from those of other sellers.” Some marketing researchers assert that brands are one of the most valuable assets that a company has.
MillwardBrown Optimor 2015 BrandZ Top 20
Rank Brand Category Brand Value ($M)
1 Apple Technology 246,992
2 Google Technology 173,652
3 Microsoft Technology 115,500
4 IBM Technology 93,987
5 Visa Payments 91,962
6 AT&T Telecom Providers 89,492
7 Verizon Telecom Providers 86,009
8 Coca-Cola Soft Drinks 83,841
9 McDonald's Fast Food 81,162
10 Marlboro Tobacco 80,352
11 Tencent Technology 76,572
12 Facebook Technology 71,121
13 Alibaba Group Retail 66,375
14 Amazon.com Retail 62,292
15 China Mobile Telecom Providers 59,895
16 Wells Fargo Regional Banks 59,310
17 General Electric Conglomerate 59,272
18 UPS Logistics 51,798
19 Disney Entertainment 42,962
20 Mastercard Payments 40,188
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