For the last five years, Apple held on to the title of the world’s most valuable brand. Then this year, the iPhone maker lost the top spot to Google, according to consultancy Brand Finance’s Global 500 rankings.
As Apple’s brand value tumbled 27% to $107.1 billion in 2016, Google’s increased to $109.5 billion. Amazon, with 53% brand value growth, was close behind at $106.4 billion.
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| Image: Brand Finance Global 500 2017 |
Eight of the top 10 brands on Brand Finance’s 2017 list are American, reflecting the global dominance of US brands.
So where does this leave the rest of the world?
Visualizing brands as countries
Using Brand Finance’s ranking, cost information website HowMuch.net has taken the most valuable brands in selected countries and turned them into a map. Each country is sized to reflect the global value of its biggest brand.
After Google, the next most valuable national brand is South Korea’s Samsung, which is in sixth place on the Global 500 list at $66.2 billion. Then it’s Chinese bank ICBC, ranked 10th, with a brand value of $47.8 billion.
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| Image: howmuch.net |
Car-makers Toyota (Japan) and BMW (Germany) are next, with brand values of $46.3 billion and $37.1 billion, respectively. Shell, the multinational oil and gas company based in the Netherlands, also features prominently, at $36.8 billion.
The top brands of most countries, however, are worth less than $25 billion. Across Latin America, the most valuable brand is Mexican energy company Pemex, at $8.5 billion. In Asia, it’s India’s Tata conglomerate, at $12.9 billion. No African brands appear on the map.
Source: https://www.weforum.org/agenda/2017/05/world-most-valuable-brands-google-apple-lego-nokia