Apple, Google Rank As Top Two Most Valuable Brands

Apple, Google Rank As Top Two Most Valuable Brands

by  @lauriesullivan, May 23, 2018

Apple, Google Rank As Top Two Most Valuable Brands | DeviceDaily.com

The 100 most valuable brands on Forbes’ list, published Wednesday, are worth a cumulative $2.15 billion — up 10% from a year ago. The list begins with Apple at No. 1 — with a brand value $182.8 billion, up 8% — and ends with KFC at No. 100 with a brand value of $7.4 billion. < ?XML:NAMESPACE PREFIX = “O” />< ?xml:namespace prefix="o"?>

The U.S. dominates with 54 entries — down from 56 in 2017. Tech brands lead, representing 20% of the final list, including the top five.

Google — which ranks second overall among the top brands for the third straight year — followed Apple’s lead with a brand value of 132.1 billion, up 30%.

Microsoft comes in at No. 3 with a brand value of $104.9 billion, up 21% from the prior year.

Facebook ranks No. 4, with a brand value of $94.8 billion, up 29%. And Amazon ranks No. 5 with a brand value of $70.9 billion — up 31% from a year ago.

Coca-Cola, Samsung, Disney, Toyota, and AT&T round out the top 10.

Forbes evaluated more than 200 global brands to determine its final list of the 100 most valuable brands, which were required to have a presence in the U.S.

That criteria eliminated some of the biggest international brands, such as Alibaba and Tencent. The top 100 includes product brands like Procter & Gamble’s Gillette, as well as brands marketed under their corporate name like American Express.

Financial services — led by Visa with a brand value of $24.5 billion — had 13 brands in the category, followed by autos with 12 brands. Toyota came in with a brand value of $44.7 billion, ranking No. 9 overall, as the top auto brand.

Amazon’s leap over Coca-Cola was the only change in the top five this year. Coca-Cola’s brand value came in at $57.3 billion, up 2%, and was the only non-tech brand in the top seven.

Forbes notes the brands with the biggest gains were Netflix, PayPal, Amazon, Google, and Facebook. The ones with the biggest declines include Gillette, H&M, ESPN, HP, and American Express.

MediaPost.com: Search Marketing Daily

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