The most valuable brands revealed

02 February, 2017, 00:40 | Author: Celia Hoffman
  • Google beats Apple as most valuable brand, as Chinese brands rise up the rankings

The new-world Silicon Valley technology titans rule the top 10 global most valuable brands list, while Australia's traditional companies, such as telcos, banks, miners and the grocery duopoly, dominate the Australian scene.

Following Google and Apple is Amazon in third place.

The creators of the iPhone had been top of the list for the last five years but suffered a 27% drop in brand value over the last 12 months to lose their spot at the top of the table.

"We expect more brands from the Middle East to enter our Global 500 in time as oil prices readjust and companies from the region continue to expand into new geographic markets".

Telstra also ranked 125th in Brand Finance's Global 500 list.

David Haigh, the CEO of Brand Finance, told the Telegraph that following Donald Trump's election there has been a growing dissatisfaction with American brands.

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Saudi Telecom Company (STC), the kingdom's biggest telecoms operator, is the most valuable brand in the Middle East, and Emirates is the most valuable brand in the UAE, according to Brand Finance's Global 500 report.

Google's brand value rose by 24 per cent in 2016 from $US88.2 billion to $US109.5 billion, while Apple's declined from $US145.9 billion to $US107.1 billion. 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.

The report said Google remained "largely unchallenged" in its core search business, with its advertising revenues up 20% in 2016.

They said Apple has failed to maintain its technological advantage while repeatedly disillusioning its advocates with tweaks rather than innovation in the form of material changes.

"The building blocks for Lego's brand strength have always been present, but the release of "The Lego Movie" in 2014 provided the final push required to make Lego the world's most powerful brand in 2015", wrote Brand Finance. EY came in at 98 (previously 91), with a brand value of £13.3bn, while KPMG is still outside the top 100 ranking, at 124, compared to 107 the previous year, with an undisclosed monetary value.

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