Google overtake Apple as the world's most valuable brand
Brand Finance Global reports another strong year for the world's biggest brands
by Abi Moses on 6th February, 2017 and updated 10th February, 2017 10:25am
Google has overtaken Apple as the world's most valuable brand, according to the latest annual Brand Finance Global 500 ranking.
Apple had held the top position in each annual report conducted by Brand Finance since 2011 but have now been pushed into second spot by the search engine giant after seeing their brand value drop by 26.57%.
According to Brand Finance, technology giant, Google "remains largely unchallenged in its core search business, which is the mainstay of its advertising income." Apple on the other hand, the report has claimed "failed to maintain its technological advantage and has repeatedly disillusioned its advocates with tweaks when material changes were expected". Brand Finance claim Apple were unable to "demonstrate that genuinely innovative technologies desired by consumers are in the pipeline."
The factors considered when compiling the annual list include brand strength, royalty rate and brand specific revenues.
The biggest movers
The biggest riser in the top 100 ranked brands was Chinese investment holding company Tencent Holding Limited. A 123% increase in the brand value over the past year has seen them rise from 117th to 47th on the latest report. Investments during 2016 that included the purchase of an 84.3% stake in Supercell and a majority stake in China Music Corporation both contributed to the rise of the company's value but the biggest impact was down to the formation of Future Mobility.
Tencent, along with Foxconn and Harmony New Energy Auto founded Future Mobility with the aim to sell all-electric fully autonomous premium cars within three years.
The biggest dip in terms of revenue by any brand in the top 100 was Apple, their brand value dropped from $145bn to $107bn. The Agricultural Bank of China dropped the most places in the list. Last year's 19th most valuable brand is now down to 34th, despite a brand value reduction of just 11.6%, highlighting the continued success of the world's biggest brands.
Here in the current top 10:
1. Google - $109.4bn
2. Apple - $107.1bn
3. Amazon.com - $106.3bn
4. AT&T - $87bn
5. Microsoft - $76.2bn
6. Samsung Group - $66.2bn
7. Verizon – $65.8bn
8. Walmart – $66.2bn
9. Facebook – $61.9bn
10. ICBC – $47.8bn
With 47 of the top 50 brands all increasing in value over the past year, it certainly shows there were sound investments to make. Do you believe these companies can continue to grow? Will Google hold on to top spot, or will Apple see a resurgence in their brand value?
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