Apple's brand value rises to No. 2 in the world, after Google

Wasn't Coca Cola the most valuable brand in the world? Or were they just the most recognizable?

What's actually more interesting in this report is the current economic effects on 'Brand USA', which is now at a 10 year low.

"Brand Finance uses a more straightforward discounted cash flow technique to arrive at a net present value of a company's trademark and associated intellectual property."<p>This seems like a dubious way to calculate the value of a brand.

I'm dubious. How is it possible to separate the demand generated by marketing/brand from the demand generated from non-marketing/brand characteristics of products? In many cases, the brand IS the product.

Made up numbers are not interesting.

(a'hem) ...ah, well at least google's on top :]