What brands can learn from Microsoft's Minecraft purchase

By Marc Curtis, Head of Labs at TMW Agency, Special to CNN

Updated 1439 GMT (2239 HKT) October 28, 2014

With its brand value at $118 billion, Apple has been named the world's most valuable brand. The tech giant increased its brand value by 21% year-on-year.
Photos: World's most valuable brands
Most valuable brands: 1. Apple – With its brand value at $118 billion, Apple has been named the world's most valuable brand. The tech giant increased its brand value by 21% year-on-year.
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Google has seen 15% increase in brand value since this time last year and it now comes in at $107 billion.
Photos: World's most valuable brands
2. Google – Google has seen 15% increase in brand value since this time last year and it now comes in at $107 billion.
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Coke ranked third with its brand value at $81 billion, up 3% compared to last year.
Photos: World's most valuable brands
3. Coca-Cola – Coke ranked third with its brand value at $81 billion, up 3% compared to last year.
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IBM managed to stay in fourth place, the same as last year, despite losing 8% of its brand value.
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4. IBM – IBM managed to stay in fourth place, the same as last year, despite losing 8% of its brand value.
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Microsoft also stayed in the same place as last year. Its brand value increased 3% to $61 billion.
Photos: World's most valuable brands
5. Microsoft – Microsoft also stayed in the same place as last year. Its brand value increased 3% to $61 billion.
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General Electric lost 3% of its brand value compared to last year. The brand is now valued at $45 billion.
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6. GE – General Electric lost 3% of its brand value compared to last year. The brand is now valued at $45 billion.
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Samsung Electronics jumped up one spot compared to last year, after it managed to add 15% to its brand value.
Photos: World's most valuable brands
7. Samsung – Samsung Electronics jumped up one spot compared to last year, after it managed to add 15% to its brand value.
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Toyota added 20%, with its brand is now valued at $42 billion.
Photos: World's most valuable brands
8. Toyota – Toyota added 20%, with its brand is now valued at $42 billion.
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McDonald's brand value increased 1% to $42 billion.
Photos: World's most valuable brands
9. McDonald's – McDonald's brand value increased 1% to $42 billion.
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Mercedes-Benz saw an 8% increase in its brand value.
Photos: World's most valuable brands
10. Mercedes-Benz – Mercedes-Benz saw an 8% increase in its brand value.
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BMW jumped 7% to $34 billion.
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11. BMW – BMW jumped 7% to $34 billion.
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Intel dropped from 9th place to 12th, after its brand value declined 8% to $34 billion.
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12. Intel Corp. – Intel dropped from 9th place to 12th, after its brand value declined 8% to $34 billion.
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Disney had a good year, increasing its brand value to $32 billion, a jump of 14% year-on-year.
Photos: World's most valuable brands
13. Disney – Disney had a good year, increasing its brand value to $32 billion, a jump of 14% year-on-year.
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Cisco's brand value increased 6% to $30 billion.
Photos: World's most valuable brands
14. Cisco – Cisco's brand value increased 6% to $30 billion.
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Amazon was among the top risers, adding 25% to its brand value, which is now $29 billion.
Photos: World's most valuable brands
15. Amazon – Amazon was among the top risers, adding 25% to its brand value, which is now $29 billion.
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