What Do Brand Value Lists Show?

I have recently developed suspicion about the idea of brand identity and how the marketing professionals claim that even individuals can be branded. Added to that is the tired idea of rendering phenomenon most into lists with the top people, item or ideas. In spite of that, I have just read through this article in the Guardian claiming that Apple has overtaken Google as the most valuable brand. I wonder whether a list such as this is really useful save as a mechanism for the research company producing it to troop its own colours by generating a list that is supposed to look as if it understands well enough what brands are about.

Putting aside both the methodology and value of that list, I am struck by the fact that in the top ten are 9 corporations from the US. The only exception is China Mobile which bears the distinction of the world's largest mobile phone company by subscription numbers. I am unsure that many people outside Asia would be able to recognize the trade marks of China Mobile if they saw it. In addition to that, it strikes me as noteworthy that the leading corporations in that list are corporations in the cutting edge of technology, software, fast food, sugared beverages and tobacco.