The cost of 100 most expensive brands in the world has increased over the past year from 2.33 to 2.54 billion dollars, according to the materials of the research Forbes. More than 50 companies on the list are based in the USA, 11 in Germany, 9 in France, and 6 in Japan. An IT-sector accounts for 20 brands from the list, retail trade – 8.
There were no changes in the top 5 compared to last year: the Forbes rating is headed by Apple, Google, Microsoft, Amazon, and Facebook. Zuckerberg’s company was the only one among the leaders to have decreased brand value. Facebook lost 21% of its value in the year. By comparison, Microsoft has grown in price by 30% and Amazon by 40%.
In the list of the fastest-growing brands, VISA moved up from 25th to 18th line, Adidas – from 61st to 51st and Netflix – from 38th to 26th. Also, luxury goods manufacturer Chanel rose from 79th to 52nd place, while fashion house Cartier moved up from 64th to 56th.
The largest food retailer Walmart won seven positions during the year and took 19th place thanks to a 12% increase in brand value. This year’s top 100 included Nintendo, Hennessy, Burger King, and AXA. Phillips, Hewlett Packard Enterprise, and Kellogg’s are out of the top 100 this year. Mercedes-Benz, BMW, IBM, KFC, and others have considerably worsened their positions in the rating.
Top 10 most expensive brands in the world, according to Forbes:
