Apple, Google and an Aussie bank: World's most valuable brands named

by Adam Smith23 May 2012

A global report has ranked one of the Big Four as the only Aussie company on the list of the world's 100 most valuable brands.

The BrandZ Top 100 Most Valuable Brands report has ranked Commonwealth Bank among the most valuable brands in the world. CBA was the only Australian company to make the list, coming in at number 60.

Branding juggernaut Apple predictably took out the top spot, with tech giants IBM, Google and Microsoft also appearing in the top five. In its first appearance on the list, Commonwealth Bank bested the likes of Ebay, Pepsi and Sony.

The survey, conducted by brand research company Millward Brown, rated CBA's brand value at more than $13bn. A spokesperson for the company said brand strength could help provide a buffer for companies in difficult economic times.

"Brands help businesses create competitive differentiation, command a price premium and become more resilient to crises or economic turbulence. This year, those businesses that leveraged technology, focused on the customer experience or boosted control of their brands thrived," the spokesperson said.