It may surprise you that the Marlboro brand has been on the Top 10 list since BrandZ began its ranking 10 years ago.
In fact, the Marlboro brand has increased in value by 19% over the past year.
"Even though ... there [are] limitations on what they can do with their marketing campaigns, they are still a very strong brand," said Cheung, noting that advertising bans in countries around the world have kept competitors from challenging Marlboro's dominance.
Methodology: This 2015 BrandZ ranking of the most valuable brands in the world was carried out by brand consultancy Millward Brown, which is part of the advertising firm WPP. It calculates brand value by using in-depth financial data alongside interviews with over three million consumers from around the world.
