Despite a slowdown in iPhone sales and more competition inside the tablet market, Apple remains WPP’s most dear global brand, worth $185bn in 2013, but with growth of only one per cent.

The eigth annual BrandZ top 100 saw Google’s value climb five per cent, moving the corporate from number three to number two inside the list. Its brand value still falls quite far shy of Apple’s at $114bn. IBM is an in depth third inside the ranking with a brand value of $112bn.

Microsoft is seventh, a drop of nine per cent and two places, while Samsung is now number 30 within the ranking, attributable to growing market share in high-end smartphones. AT&T is essentially the mostsome of the most valuable telco name, coming in at number six, a rise of 10 per cent and two places on last year. China Mobile rounds of the end 10, with a rise in brand value of 18 per cent.

“Vying for leadership within the smartphone market, Samsung fuelled its huge increase in brand value by balancing a remarkable period of innovation with growing market share – it spent $1.6bn more on advertising inside the last year,” said Nick Cooper, MD of Millward Brown, which compiled the analysis. “Despite a more competitive marketplace and other challengers nipping at its heels, Apple’s ability to preserve its no.1 position demonstrates the worth that having a powerful brand brings to business. People still love the logo no matter its stock price.”

The combined value of the highest 100 has grown by 77 per cent since 2006. They’re now worth a complete of $2.6trn.