02 February, 2017
Amazon's brand value, at $US106.4 billion, has it nipping at the heels of Apple at $US107.1 billion.
A total of 16 Chinese brands were ranked in the top 100 list with China's ICBC bank and telecommunications company China Mobile both securing positions in the Top 20 (10th and 11th, respectively).
Amazon held onto its position as the third most valuable brand, with a 53% increase in brand value to $106 billion.
Sitting atop the list is Google GOOGL, -0.75%, which saw its brand value rise 24% to $109.5 billion in 2017 from $88.2 billion in 2016. In a digital era, Lego found a way to maintain relevancy with its Lego brand video games, which helped pave the way for 2014 surprise hit "The Lego Movie", which generated more than $469 million globally, according to Box Office Mojo.
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While the global top 10 is also tough to break, it's dominated by many companies that didn't exist two decades ago, such as the world's most valuable brand Google, and Facebook.
Consultancy firm Brand Finance released its annual list of the most valuable brands in the world on Wednesday, and there's a new name at the top of the pile. Google is "unchallenged" in its search business, the firm says, which is at the heart of its advertising income. "There are also brands that merely sit within the Google stable, such as YouTube, which has retained its brand long after acquisition". "Put simply, Apple has over-exploited the goodwill of its customers, it has failed to generate significant revenues from newer products such as the Apple Watch and can not demonstrate that genuinely innovative technologies desired by consumers are in the pipeline", the report noted. "We understand the importance of design, advertising and marketing, but we also believe that the ultimate and overriding goal of brands is to make money", he said.
The Commonwealth and Qantas, ranked 13th at $US2.022 billion for value, remain Australia's most powerful brands with brand ratings of AAA-. It found the most highly branded companies have a return nearly double that of the average for the S&P 500 as a whole.
In order to determine a brand's value, Brand Finance first evaluates factors such as marketing investment, familiarity, loyalty, staff satisfaction and corporate reputation to determine the "strength" or "power" of a brand. Interested to know who they are?