The 2013 BrandZ Top 100 list of most valuable global brands conducted by the WPP and Millward Brown has been released and despite a 5 percent decrease from the prior year, McDonald's remained on top with a value of $90.3 billion.
Largely due to the staggering growth of the fast casual segment, the food category featured some newcomers this year, including Chipotle, which was No. 6 with a brand value of $4.96B and Panera at No. 8 with a brand value of $3B.
The BrandZ Top 100 Most Valuable Global Brands study, commissioned by WPP and conducted by Millward Brown Optimor, is now in its eighth year. It is the only ranking that uses the views of potential and current buyers of a brand, alongside financial data, to calculate its value.
Burger King made an appearance on this year's list as well, at No. 9 with a value of $2.4 billion. Apple remains the BrandZTM Top 100 Most Valuable Global Brand for 2013, worth $185 billion. Google was No. 2 with a $114B value, and IBM is at No. 3 with $112B.
The remaining top 10 brands included:
No. 2: Starbucks, $17.9B;
No. 3: Subway, $16.7B, the biggest percentage change over 2012 (by 12 percent);
No. 4: KFC, $9.9B, also a 12 percent gain over 2012;
No. 5: Pizza Hut, $6B;
No. 7: Tim Hortons, $3.4B;
No. 10: Taco Bell, $1.2B.
