Amazon overtakes Apple as ‘world’s most valuable American brand’

The tech industry dominated this year’s Brand Finance US 500, an annual report on the world’s most valuable American brands. Tech companies claimed five out of the top 10 spots and the industry accounts for $977 billion — about 30% — of the total brand value of the companies on the list.

Amazon overtook Apple on the list, with its brand value growing by 42% to $150.8 billion. Still, Apple was up 37% to $146.3 billion. The top 10 on the list were: Amazon, Apple, Google, Facebook, AT&T, Microsoft, Verizon, Walmart, Wells Fargo, and Chase.

Brand Finance, a valuation and strategy consultancy, annually determines the brands of thousands of the world’s biggest companies. Brands are first evaluated to determine their power/strength (based on factors such as marketing investment, familiarity, loyalty, staff satisfaction and corporate reputation). Brand strength is used to determine what proportion of a business’s revenue is contributed by the brand, which is projected into perpetuity to determine the brand’s value.

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