February 2, 2017
A brand’s value is greater than just its ability to drive revenue. As an underlying decision-maker to drive both investment interest and consumer loyalty, a brand’s value is crucial to its success. Brand Finance released its Global 500 report which outlines the top 500 brands in order of the most valuable, using a methodology that factors in the brand’s strength index, “royalty rate,” and revenue.
For the last five years, Apple has topped the chart, but the study’s authors argue that the lack of technology innovation and failure to produce profits off of new products (i.e. the Apple Watch) has pushed the company behind first place, to which Google claimed the crown. With a value of $104.5 billion, Google tops the charts as the brand equity has grown along with its brand strength.
Somewhat unsurprising is the fact that the top three companies on the lists are categorized in “Technology.”
Here are the top 10 brands for 2017:
In terms of the world’s most powerful brands, as determined by Brand Finance’s Brand Strength Index, here are the top 5:
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