Target, U.S. Bank Among Most Valuable Brands
Two Minneapolis-based companies-Target Corporation and U.S. Bancorp-are among the 100 most valuable brands in the world, according to global research agency Millward Brown's annual BrandZ Top 100 list.
The recently released list ranks Target at number 65 with a brand value of $12.5 billion, up 3 percent from 2010, while U.S. Bank came in at number 84 with a brand value of $10.5 billion, up 26 percent from last year.
Apple topped the list with a brand value of $153.3 billion, which was an 84 percent increase from 2010. Google followed in the number two spot with a 2 percent decrease in its brand value and IBM rounded out the top three.
To calculate brand value, Millward Brown looks at both customer research and in-depth financial analysis, including intangible earnings.
Target's brand value put it at number five on the retail list, which was led by Amazon and Walmart. Richfield-based Best Buy Company, Inc., also made the top retail brand list, coming in at number 13 with a brand value of $5.1 billion-down 12 percent from last year.
Minneapolis-based Allianz Life Insurance Company of North America claimed the number four spot on the insurance brand list. Its 2011 brand value increased 17 percent from last year to $5.2 billion.
San Francisco-based Wells Fargo & Company, which is one of the state's largest employers, was the third-largest gainer in brand value. Its brand value of $36.9 billion increased 97 percent from 2010 and ranked it 16th on the top 100 list and second on the bank list. U.S. Bank ranked 12th on the bank list.
New York-based Millward Brown was founded in 1973 and specializes in advertising, marketing communications, media, and brand equity research.