Quality v quantity: Apple dominates brand portfolio value list as Chinese conglomerates grow

Apple has been revealed as owning the world’s most valuable brand portfolio, despite this value predominately residing in one master brand. By contrast, drawing on 539 individual brands, Nestlé is sitting on a $66.6 billion portfolio. The latest top 100 list therefore illustrates the benefits of both the master and multi-brand approaches to consumer engagement. Both, though, come with downsides.