Quite a lot of money seems to be the answer. The latest BrandZ study by agency Millward Brown confirms that Apple has maintained its place as the world's most valuable brand over the past year, leading a group of technology-related companies. Apple's brand is valued at $183 billion with IBM ($116 billion) second followed by Google, MacDonalds and Microsoft. Interestingly Marlboro moved up one place to seventh place despite anti-smoking campaigns in much of the world. Seven of the top 10 are technology-related firms. Technology and telecomm brands account for about 44% of the value of the 2012 top 100 most valuable brands up from about one third in 2006. Are we surprised to read: within this challenging environment only a few [bank] brands appreciated in value ?
Apple's Tim Cook currently tops the list of US CEO compensation.