Kara Swisher

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Yahoo Back on to List of Top 100 Brands at No. 92, Though Apple Remains No. 1

brandz-logo

Yahoo, which had dropped off the important BrandZ Top 100 list several years ago, scratched its way on again this year at No. 92.

The Silicon Valley Internet giant had last been on the key list of brands in 2009, when it had a brand value of $7.9 billion. It now has a brand value of $9.8 billion, which is still down from its $11.4 billion in 2008.

And that’s tiny in comparison to Apple, which remains No. 1 on the list with a brand value of $185.1 billion. Google ranked as No. 2 with a brand value of $113.7 billion.

Apple rival Samsung’s brand value rose by by 51 percent to $21.4 billion, clocking in to the No. 30 spot.

In tech, Amazon’s brand value was $45.7 billion, rising 34 percent to No. 14. IBM is No. 3 with a brand value of $112 billion.

And more: Microsoft (No. 7, $69.8 billion, down nine percent); Facebook (No. 31, $21.3 billion, down 36 percent); and eBay (No. 47, $17.7 billion, up 40 percent).

The eight-year-old BrandZ list, which is much watched by marketers, is commissioned by WPP and conducted by Millward Brown Optimor.

Here’s the full chart of the list and report:

Top100BrandZ2013

BrandZ Top 100 Media Deck 2013 U S

And here is a super-cool infographic too:

2013_BrandZ_Top100_Infographic


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The problem with the Billionaire Savior phase of the newspaper collapse has always been that billionaires don’t tend to like the kind of authority-questioning journalism that upsets the status quo.

— Ryan Chittum, writing in the Columbia Journalism Review about the promise of Pierre Omidyar’s new media venture with Glenn Greenwald