Apple is the world’s most valuable brand according to media research company Millward Brown Optimor in its 2011 study of the Most Valuable Global Brands. The study measures the share of company earnings driven by brand identity.

Many attributes contribute to the value of a consumer-facing brand. There are personality type characteristics such as “friendly” and “trustworthy” as well as qualities like “value for money” that are more service oriented.  Read More…