Facebook Inc rose 74 per cent in value, making it the fastest brand value riser in the ranking.

Apple Inc (NASDAQ:AAPL) comes on top in an annual study of the most valuable global brands for the second year running, rising 19 per cent in value and is now worth $182.9 billion. IBM (NYSE:IBM) grew 15 per cent to $115.9 billion and overtook Google Inc (NASDAQ:GOOG), which dropped to third place in the ranking and is now worth $107.8 billion.

In advance of its IPO, eight year old Facebook Inc (NASDAQ:FB) rose 74 per cent in value, making it the fastest brand value riser in the ranking. Worth $33.2 billion the social network moved up to No.19 from No.35.

The study

The BrandZTop™ 100 Most Valuable Global Brands study, commissioned by WPP and conducted by Millward Brown Optimor and now in its seventh year, identifies and ranks the world’s most valuable brands by their dollar value, an analysis based on financial data, market intelligence and consumer measures of brand equity.

The 2012 ranking demonstrates the power of strong brands as both a driver of new business growth and a critical support in hard times. Between 2006 and 2012, the total value of the Top 100 rose 66 per cent and is now worth $2.4 trillion.

Eileen Campbell, Global CEO of brand research company Millward Brown: "Brands are an insurance policy for businesses. Despite a prolonged period of economic stress, political uncertainty and natural disasters that buffeted brands across many categories, the value of the world’s leading brands keeps rising across many categories, sustaining and nurturing businesses."

Key findings

• Technology Prevails: Technology has become ubiquitous in all areas of our lives. Seven of the top 10 brands are technology or telecoms brands. However, the power of smart, simple-to-use technology can also be seen beyond these two sectors.

In other categories – cars, financial services, luxury and retail for example - brands are gaining significant advantages by using smart technology to enhance their customer experience. For example, Burberry – up 21 per cent to $4 billion – created a virtual world where younger brand followers can view fashion shows and more.

• The Future is Mobile: The future of the internet will be predominantly mobile rather than computer based. Mobile, to some extent, has been shielded from the recession as one of the few items consumers don’t want to give up or cut back on.

The most valuable telecoms brand is AT&T worth $68.8 billion. Whilst the USA’s largest mobile service provider, Verizon, increased its brand value by 15 per cent in the last year and is now worth $49.1 billion.

• Retail: Constructing an Omni-Channel Business: The customer experience is a new focus for many retailers as they recognise its importance in keeping customers loyal and the need to be present anywhere and everywhere on the path to purchase. Walmart knocked Amazon from the top position and its brand is now worth $34.4 billion whilst Amazon is now worth $34 billion.

• Strong Brands Provide Better Shareholder Value: An analysis of BrandZ Top 100 Most Valuable Global Brands as a ‘stock portfolio’ over the last seven years shows a highly favorable performance compared to a current stock market index, the S&P500.

While the total return on investment (ROI) for all companies in the S&P500 index was just 2.3 per cent, the Portfolio provided a 36.3 per cent ROI, proving that companies with strong brands are able to deliver better value to their shareholders.