In the modern world of developed capitalism, the value of large brands amounts to tens, or even hundreds of millions and even billions of dollars. And if you want to know how much money you have to save to buy, for example, the Google brand, then Brand Finance, the world's leading independent brand valuation consultant, answers this question every year. So this year, he presented his annual report on the most valuable brands in the world. And we present it to your attention by collecting details about the top 10 list leaders.
10. China Construction Bank - $ 69.7 billion
The top ten opens one of the most expensive banking brands in the world and, in combination, one of the four largest banks in the Middle Kingdom. Chinese bankers do not exchange small things; CCB brand grew by 23% in just a year. This success can be explained by innovative developments in the field of digital banking services.
As a pioneer in China's banking landscape, CCB also opened the doors to its first robot-controlled self-service banking branch - almost like in a science fiction film, only without a riot of cars. This department introduced such innovations as facial recognition system, artificial intelligence and virtual reality.
9. Verizon - $ 71.1 billion
One of two telecommunications companies in the US top ten.
Compared with the previous year, Verizon brand value grew 13.3%. However, many large and small competitors such as the T-mobile breathe in the back.
8. ICBC - $ 79.8 billion
China’s most valuable brand is the ICBC banking giant with headquarters in Beijing. The value of this brand grew by almost 35% between 2018 and early 2019. As the world's largest asset lender, ICBC has more than tripled the number of its overseas outlets over the past 10 years. Now there are about 400 around the world.
7. Facebook - $ 83.2 billion
Although the company that presented the Internet with one of the most popular social networks took 7th place in the ranking, its overall strength decreased. Thus, Facebook showed the second worst result in the top 100 most expensive brands of 2019, reducing its cost by 11%.
After a series of scandals, including the abuse of data in Cambridge Analytica and the dissemination of fake news, it is not surprising that the brand has serious problems. Losing a reputation is easy, and in order to restore it, Facebook will have to demonstrate that it cares about the security of data processing and can interfere with the spread of misinformation.
6. AT&T - $ 87 billion.
Although this telecommunications company in America moved from fifth to sixth position, this year it added 5.6% to its value. AT&T is currently the most valuable telecommunications brand in the world. However, most American brands do not grow, but lose in value, because competition from Internet giants is very high. More and more customers prefer to use the services of Internet services for voice and video communication in order to stay in touch.
5. Samsung - $ 91.2 billion.
Unlike the first four positions of the rating, which either retained their positions or moved closer to the leader, one of the most influential technology companies in the world lost its position. True, only one line, becoming fifth instead of the fourth number of the list. Its value decreased by 1.1%. Nevertheless, Samsung was the only non-US company in the top five most expensive brands in the world.
“The company's sales of mobile phones fell short of expectations, as the Galaxy Note 9 and Galaxy S9 were not competitive enough in the high-end market, and the company also lost ground in the mid-range and low-end smartphone markets,” the Brand Finance report said.
4. Microsoft - $ 119.5 billion.
One of the brands that triumphantly returned to the Big Five is the world-famous Microsoft Corporation. Compared to the previous year, it rose from 6th to 4th place in the Brand Finance Global 500. The brand value grew immediately by 47% to $ 119.59 billion; and so far, Microsoft is the fastest growing brand among the top 10 most valuable.
The cloud-based business model was very successful for the corporation, and in 2018 its revenue grew by 17%. Although Microsoft once seemed to have quit the game, its determination to adapt to the latest business trends is a great example of how a brand can take advantage of changes. But complacency can be harmful, because even successful technology giants often face obstacles from startups and competing brands.
3. Google - $ 142.7 billion.
Preserving its presence in the top three high-value brands, Google is an indicator of how important it is for companies to use technological innovations in order to remain valuable in the eyes of customers and consumers. The company still dominates the search engine sector, and overall has risen in price by 18.1%.
2. Apple - $ 153.6 billion.
The most expensive apple in the world is struggling to grow in key emerging markets and shows little motivation to diversify its portfolio.
Despite the fact that in 2019 Apple took the second place among heavyweight brands, its results can not be called stable. She lost to Google in 2017, and then Amazon. We can only watch whether the company from Cupertino shares the fate of Walmart, which has dropped out of dozens of leaders. Indeed, dependence on phone sales threatens Apple's long-term prosperity.
1. Amazon - $ 187.9 billion
This company retains its title as the most valuable brand in the world. As of 2019, its value has increased by almost 25% to an impressive 187.9 billion dollars.
Last year was extremely successful for Amazon, as on Prime Day (the so-called day of great discounts), customers purchased more than 100 million products. Soon after, the brand for the first time in its history crossed the threshold of $ 1 trillion on Wall Street.
David hay
CEO of Brand Finance
“As Amazon expands steadily in new sectors, its brand value is in a good position for growth. However, the controversial public reception of the recently announced high-profile divorce of its founder and CEO Jeff Bezos casts doubt on the (brand's) reputation, and the potential change in the composition of shareholders threatens the stability of the company. With the wrong approach, the separation process can cost the brand significantly more than $ 10 billion, and it is expected that the loss range may be 5-10% of the current value of the Amazon brand. ”
An alternative measure of a brand is “strength,” not “value." The brand strength index measures marketing investments, equity, and business performance. In this alternative indicator, Ferrari came out on top. And the second most powerful brand in the world and the 20th most valuable was the largest bank in Russia - Sberbank. However, ordinary Russians can achieve this achievement only with moral pleasure. It's nice that at least somewhere we are still among the first.
In addition to Sberbank, there are no Russian brands in the top 100 Brand Finance. To see them you must go down to line 122 (VTB Bank), line 210 (Gazprombank), position 286 (Alfa Bank) and place 491 (Promsvyazbank).
