Forbes released today its seventh annual list of the World’s Most Valuable Brands –100 brands that have a cumulative value of $1.95 trillion. For the seventh straight year, Apple has come out on top as the most valuable brand in the world, with a value of $170 billion, up $16 billion (10%) from 2016. Apple continues to dominate in a consumer tech industry where brand matters. Closing in on Apple, Google comes in second place, valued at $101.8 billion. Google’s brand value has risen $19.3 billion (23%) since the previous year and has become the generic term for search, which is the ultimate in branding power. Rounding out the top 5 are Microsoft (No. 3, $87 billion), Facebook (No. 4, $73.5 billion) and Coca-Cola (No. 5, $56.4 billion).
Notable facts for Forbes’ 2017 list of World’s Most Valuable Brands:
- Biggest gainers are Amazon (54%), Facebook (40%), Starbucks (24%), Google (23%) and Adobe (18%)
- Biggest losers are IBM (-20%), HSBC (-18%), Caterpillar (-11%), H&M (-11%), Coach (-8%) and Cartier (-8%)
- Drop-offs are Volkswagen (No. 77), Thomson Reuters (No. 83), Canon (No. 84), John Deere (No. 88), Uniqlo (No. 91), Prada (No. 97) and RBC (No. 98)
“Technology brands continue to rank as the most valuable in the world with nine of the top 15,” said Forbes Senior Editor Kurt Badenhausen. “Apple’s premium brand produces an average selling price of nearly $700 for its iPhones and helps the company generate more than 80% of industry smartphone profits.”
Forbes valued more than 200 global brands by looking at three years of earnings and allocating a percentage of those earnings based on the role brands play in each industry (e.g., high for luxury goods and beverages, low for airlines and oil companies). We applied the average price-to-earnings multiple over the past three years to these earnings to arrive at the final brand value.
Forbes’ Top 10 Most Valuable Brands in the World in 2017 are listed below:
|Rank||Company Name||Brand Value ($Bil)|
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