Apple was runner up to Google in BrandZ's 2010 ranking. Since then, BrandZ calculates that Apple's brand value has risen a stunning 84%. With a value of $153 billion, Apple's 2011 brand value outstrips the combined value of Microsoft's and Coca-Cola's brands. (Google is #2 in the world, says BrandZ.)
What accounts for this amazing increase in brand value? BrandZ points to the iPad's immense popularity and Apple's ability to continually introduce new generations of existing products like the iPhone. In other words, highly effective marketing.