Another Wiglaf Journal Brand Valuation QUIZ

James T. Berger headshot

James T. Berger
Senior Marketing Writer

Published February 7, 2017

It’s time for another Wiglaf Journal brand valuation quiz.  The answers come from data furnished by BrandZ’s top 100 brands by Millward Brown.  Two major points to note:  (1) There are lots of other brand valuation ratings sources; (2) the true value of a brand is best-guess process-–not a balance sheet entry.

Millward Brown, which calculates BrandZ, is a British multinational market research firm focused on advertising effectiveness, strategic communication, media and brand equity research.  Millward Brown’s brand valuation analyses provide strong evidence of the importance of branding for business leaders. Brand is about reputation. A brand generates trust for a company, for its products, and for its services. The brands mentioned in the BrandZ top 100 list are the world’s most trusted.

Here then is the brand valuation quiz:

  1. Which is the world’d most valuable brand?
  1. Apple
  2. Microsoft
  3. Google
  4. Coca-Cola
  5. IBM
  1. Approximately what is the most valuable brand worth?
  1. $500 billion
  2. $400 billion
  3. $300 billion
  4. $200 billion
  5. $100 billion
  1. Which is the most valuable automotive brand?
  1. General Motors
  2. Ford
  3. Toyota
  4. Mercedes Benz
  5. BMW
  1. Which brand grew faster than any other in the last year?
  1. Amazon
  2. Facebook
  3. Starbucks
  4. Nike
  5. Cosco
  1. Which brand dropped more than any other?
  1. IBM
  2. Marlboro
  3. Coca-Cola
  4. Walmart
  5. Shell
  1. Which is the most valuable food or food service brand?
  1. Coca-Cola
  2. McDonald’s
  3. Subway
  4. Starbucks
  5. Pepsi
  1. Which brand is the least valued retailer?
  1. Zara
  2. Walmart
  3. H&M
  4. Lowe’s
  5. IKEA
  1. Which brand broke into the Top 100 in 2016
  1. Adobe
  2. Heineken
  3. CVS Pharmacy
  4. All of the above
  5. None of the above
  1. Which brand maintained its exact place in the brand valuation standings?
  1. Microsoft
  2. General Electric
  3. UPS
  4. Walmart
  5. Honda
  1. Which is the most valuable fashion brand?
  1. Coach
  2. Louis Vuitton
  3. Ralph Loren
  4. Hermes
  5. Gucci


  1. The correct answer is Google (c), which took over No. 1 from Apple Microsoft is No. 3, Coca-Cola No.13, and IBM No. 10.
  2. The answer is $200 billion (d). BrandZ calculates the value of the Google brand is $229 billion.
  3. Toyota (c) is the top automotive brand. Ranked No. 28, the Toyota brand is worth $29.5 billion. BMW ranks No. 33, Mercedes Benz ranks No. 38, Ford ranks No. 75 and General Motors is not listed in the Top 100.
  4. All of these brands showed growth, however Facebook (b)—with a value of $102.5 billion—went from 12th to 5th, Amazon went from 14th to 7th, Starbucks went from 29th to 21st; Nike went from 28th to 24th, and Costco went from 97th to 68th.
  5. All of these brands lost value, but IBM (a), with as value of $86 billion, wins the award as the top laggard dropping from 4th to 10th; Coca-Cola, for many years the world’s top brand, fell from 8th to 13th; Walmart fell from 26th to 32nd, Shell dropped from 54th to 66th, and the iconic Marlboro, the last tobacco product in the Top 100, fell from 10th to 12th.
  6. McDonald’s (b), worth $88,6 Billion, is the winner at No. 9. Coca-Cola, No. 13, Starbucks, No. 21, Subway, No. 41, and Pepsi, No. 86.
  7. H&M (c) wins this question with its rank of 79 and a valuation of $12.5 billion. Lowe’s is No. 76th; IKEA is No. 55; Zara is No. 36, and Walmart, No. 33.
  8. The answer here is all of the above (d). Adobe was No.100, Heineken 97th, and CVS broke into the list at 88th.
  9. The correct answer here is Microsoft (a), valued at $121 billion maintained its place as the world’s No. 3 brand. Others stayed almost the same: General Electric, from 17th to 16th; UPS from 18th to 17th; Walmart, from 26th to 32nd, and Honda from 78th to 74th.
  10. The correct answer is Louis Vuitton (b). the 30th most valuable brand is the winner here with a value of $28.5 billion. Other fashion brands: Hermes, No. 44 and Gucci, No. 80.  Neither Coach nor Ralph Lauren made the top 100.

About The Author

James T. Berger headshot
James T. Berger, Senior Marketing Writer of The Wiglaf Journal, through his Northbrook-based firm, James T. Berger/Market Strategies, offers a broad range of marketing communications, research and strategic planning consulting services. In addition, he provides expert services to intellectual property attorneys in the area of trademark infringement litigation. An adjunct professor of marketing at Roosevelt University, he previously has taught at Northwestern University, DePaul University, University of Illinois at Chicago and The Lake Forest Graduate School of Management. He holds degrees from the University of Michigan (BA), Northwestern University (MS) and the University of Chicago (MBA). Berger is an often-published free lance business writer who has developed more than 100 published articles in the last eight years. For more information, visit or telephone him at (847) 328-9633.