Brand value.
Everybody wants it. Many struggle to achieve it. Few brands truly attain it.
It’s no accident that the world’s most valuable brands excel year after year. In a global economy subject to changing market dynamics and heightened competition, the role of brands has never been greater.
With the top 100 brands this year having a cumulative value of $1.95 trillion, one thing is for certain, it sure pays to up your brand game!
But who is the WHO of brands in 2017?
Every year Forbes magazine creates a list of the world’s most valuable brands. Forbes values brands on their financial merits and brand influence instead of consumer surveys. Company revenue, earnings, retail sales figures and the role the brand plays in each industry is taken into account to determine each brand’s value.
These are the World’s Most Valuable Brands 2017:
#1 Apple
Apple in numbers
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Brand Value: $170 B
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1-Year value change: up 10%
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Brand Revenue: $214.2 B
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Advertising spend: $1.8 B
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Industry: Technology
Apple is the world’s most valuable brand for the seventh straight year, worth $170 billion by Forbes’ count and 67% more than second-ranked Google. Apple stands alone for its ability to generate massive profits through premium pricing and insatiable demand for its products around the globe.
*Apple Park – the headquarters of Apple Inc. in Cupertino, California
#2 Google
Google in numbers
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Brand Value: $101.8 B
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1-Year value change: up 23%
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Brand Revenue: $80.5 B
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Advertising spend: $3.9 B
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Industry: Technology
*The Googleplex is the corporate headquarters complex of Google, Inc. and its parent company Alphabet Inc., located at 1600 Amphitheatre Parkway in Mountain View, Santa Clara County, California, United States.
#3 Microsoft
Microsoft in numbers
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Brand Value: $87 B
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1-Year value change: up 16%
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Brand Revenue: $85.3 B
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Advertising spend: $1.6 B
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Industry: Technology
*The Microsoft campus is the corporate headquarters of Microsoft, located at One Microsoft Way in Redmond, Washington.
#4 Facebook
Facebook in numbers
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Brand Value: $73.5 B
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1-Year value change: up 40%
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Brand Revenue: $25.6 B
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Advertising spend: $310 M
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Industry: Technology
*The 1-million-square-feet headquarters of social-networking powerhouse Facebook in Menlo Park, Calif.
#5 Coca-Cola
Coca-Cola in numbers
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Brand Value: $56.4 B
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1-Year value change: down 4%
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Brand Revenue: $23 B
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Advertising spend: $4 B
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Industry: Beverages
*The Coca-Cola Headquarters is a campus in midtown Atlanta, Georgia that is home to The Coca-Cola Company. The most visible building on the site is a 29-story, 403 foot high structure called One Coca-Cola Plaza.
#6 Amazon
Amazon in numbers
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Brand Value: $54.1 B
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1-Year value change: up 54%
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Brand Revenue: $133 B
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Advertising spend: $5 B
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Industry: Technology
*Amazon’s headquarters – the Urban Campus in Seattle, US.
#7 Disney
Disney in numbers
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Brand Value: $43.9 B
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1-Year value change: up 11%
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Brand Revenue: $30.7 B
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Advertising spend: $2.9 B
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Industry: Leisure
*The Walt Disney Studios, in Burbank, California, United States, serves as the corporate headquarters for The Walt Disney Company media conglomerate.
#8 Toyota
Toyota in numbers
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Brand Value: $41.1 B
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1-Year value change: down 2%
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Brand Revenue: $168.8 B
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Advertising spend: $4.3 B
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Industry: Automotive
*Toyota Motor Corporation is as of 2017 the world’s largest automotive manufacturer headquartered in Toyota, Aichi, Japan. This is a rendering of Toyota’s US headquarters in Plano, Texas.
#9 McDonald’s
McDonald’s in numbers
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Brand Value: $40.3 B
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1-Year value change: up 3%
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Brand Revenue: $85 B
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Advertising spend: $646 M
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Industry: Restaurants
*The McDonald’s headquarters complex, McDonald’s Plaza is located in Oak Brook, Illinois.
#10 Samsung
Samsung in numbers
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Brand Value: $38.2 B
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1-Year value change: up 6%
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Brand Revenue: $166.7 B
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Advertising spend: $3.7 B
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Industry: Technology
*The Samsung American Headquarters located in San Jose, California.
*Sources: Forbes.com