The 10 Most Valuable Brands in the World
In 2016, technology brands dominated the top 10 as the previous years. This year Google is the most valuable global brand ahead of Apple which was the top brand the previous year. It is the second time the company has topped the list in the past three years, after fighting Apple for the first spot, according to BrandZ ranking, an annual report by Millward Brown, a brand consultancy.
The Report tracks the worth of the world’s best brands and is based on interviews with more than 3million consumers as well as data on each company’s financial and business performances. The top 10 most valuable brands names and their short details are given below:
1.Google:
Its brand value is now $229 billion. The tech giant's brand value surged by 32%over the past year, making it the most valuable brand in the world. The Company dominates online search in the Western world. Google introduced Alphabet in October 2015, which allows its separate businesses to operate independently and move faster. This isn't the first time Google has secured the top spot in the BrandZ ranking. It was also at the top of the list from 2007 to 2010, and again in 2014.
2.Apple:
Apple's brand value dropped 8% over the past year, putting it just below Google In the BrandZ ranking. Its brand value is now $228 billion. The company launched the Apple Watch in April, but that has not yet appealed to the customers in spite of selling more units than its other competitors. Perception towards the brand has been shifting in spite of selling millions of iPhones and other products.
Apple was smart to invest in other business areas. Its move to invest in Didi Chuxing in China has shown how Apple has progressively moved to build an ecosystem served not only by gadgets but also by services. It also launched Apple music, which rolled out last summer.
3.Microsoft:
Its brand value is $122 billion. It has maintained its No. 3 positions for the second year in a row. Its brand valuation increased by 5%. The Company has long used its Windows software as a cash cow, but its latest Windows 10 offering has been a true crowd-pleaser. It operates on PCs, laptops, tablets, and mobile phones while also working well with Apple products.
The company recently announced its plans for virtual reality. It's working to get its Windows Holographic platform into as many devices as possible, just like it did with Windows when personal computers first hit the market. For keeping laser-focused, the company has streamlined its smartphone hardware business.
4.AT&T:
AT&T is one of the top American telecoms firms in terms of brand value. Its Brand valuation increased by 20% since last year. Now its brand value is $107.4 billion. Last Year its rank was 6. AT&T is trying to become more of a lifestyle brand for consumers, providing entertainment services in addition to typical telecom offerings. It also formed connected car partnerships with automakers, including Ford, BMW, and Tesla.
5.Facebook:
Facebook has made its place in the top 10 for the first time after its brand valuation shot up by 44% over the past year. Its brand value is now $103 billion. Last Year its position was 12 in the ranking. The company has grown its brand by entering new areas. As an example, Facebook recently introduced Bots for Messenger, which will help users access everything from weather updates to shopping notifications and personalized news. Facebook also bought Instagram and Whatsapp last year.
6.Visa:
Its brand value is $101 billion. Visa's brand valuation climbed 10% compared to last year. Its rank was 5 last year. Visa has been around a long time but it's still trying to reinvent how payments are made. For example, it recently announced it's testing a new wearable ‘Debit ring’ that could replace normal debit cards.
Customers also appreciate that the company is a leader in online security. Visa is the only financial brand in the top10 this year. The company is a big sponsor of sporting events. It is maintaining its partnership with FIFA and also the NFL and the Olympics.
7.Amazon:
This is the first time Amazon has made its place in the top 10 rankings. Its rank was 14 last year. Its brand value is $99. The company is creating its own entertainment content and has ramped up an impressive delivery and logistic business, disrupting an industry that was traditionally dominated by FedEx and UPS. The company is not only satisfying consumer needs but also creating new desires. Amazon's brand valuation has soared by 59% in the past year.
8.Verizon:
Its brand value is $93 billion. It has increased its brand value by 8% over the past year as it continues to offer more content to its customers. Last year its position was7 in the ranking. The firm's multi-billion dollar takeover of AOL was part of its plan to create a major player in the digital media business by combining one of the biggest mobile networks with a leading content producer.
9.McDonald’s:
The McDonald&'s brand is holding up well considering but it is still struggling with negative perceptions about its unhealthy food. Its brand value is $89billion. It has maintained its No. 9 positions for the second year in a row. The fast-food chain is trying to hold a healthier image for itself, which can be seen in its push to promote McCafé beverages over soft drinks. McDonald&'s brand value is up 9% from last year.
10.IBM:
Its brand value is $86 billion. Last year its rank was 4. It is working to transition from a software and services business to a cloud company. But as it undergoes this transformation, its brand value has slid, down 13% in 2015, and another 8% in2016.IBM has rattled off 16 straight quarters of sales declines, and last month announced its worst quarterly sales since 2002. The company is investing in cognitive computing and artificial intelligence, which has impressed the public.
From the above list, we can sum up that to satisfy the customers, the brands have to be innovative and transparent about their works. Otherwise, they can not survive in this competitive brand’s world.