Some of our biggest brands are also our most valuable, with Brand Finance naming Telecom, National Bank and Air New Zealand as New Zealand's top three most-valued brands.
Fisher & Paykel, with a AA+ brand rating, is the strongest brand owned by a company listed in New Zealand.
And our banks are faring well, with ASB, BNZ and the National Bank all placing in the world's top 500 banking names (with a combined brand value of $1.2 billion).
The Brand Finance Global 500 is published annually and incorporates data from all listed companies internationally. Each brand is accorded a brand rating (a benchmarking study of the strength, risk and future potential of a brand relative to its competitor set as well) and a brand value, a summary measure of the financial strength of the brand.
With a value of US$70.6 billion, Apple has become the world’s most valuable brand – dwarfing Google, which has a value of US$47.5 billion.
“The extraordinary growth of the Apple brand reflects its fusion of technical innovation and design to become a lifestyle rather than a functional brand. Apple has matured from being a quirky brand to one that is regarded as a ‘must have’ for both personal and corporate users," says Tim Heberden, Australian managing director of Brand Finance.
Technology has become the most valuable sector, with 49 brands making a showing. The top five was rounded out by Microsoft, IBM and Amazon.
Brand Finance’s study also suggests our appetite for luxury brands hasn't waned. Louis Vuitton, with a value of US$4.9 billion, is the winner in the soaring fashion category, followed by Hermès and Polo Ralph Lauren.
Tiffany & Co, Christian Dior and Burberry have made the Global 500 for the first time, and Prada and Coach have returned.