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Amazon named the world’s most valuable brand; Apple places second

Amazon is the world’s most valuable brand, ahead of Apple and Google, according to the latest Brand Finance Global 500 report. The e-commerce giant’s brand value increased by 42% year on year to $150.8 billion. Apple was in first place in 2016, but was overtaken by Google in 2017.

Apple defended its second place in the ranking, with brand value rebounding to $146.3 billion after the 27% decline last year. Google has dropped from first to third position, recording a relatively slow brand value growth of 10% to $120.9 billion.

For the first time since the inception of the Brand Finance Global 500 study, technology brands claim all top five places in the league table. Samsung is fourth ($92.3 billion), and Facebook is fifth ($89.7 billion).

According to Brand Finance, brand value is equal to a net economic benefit that a brand owner would achieve by licensing the brand. Brand strength is used to determine what proportion of a business’s revenue is contributed by the brand.

Dennis Sellers
the authorDennis Sellers
Dennis Sellers is the editor/publisher of Apple World Today. He’s been an “Apple journalist” since 1995 (starting with the first big Apple news site, MacCentral). He loves to read, run, play sports, and watch movies.