Apple is the most valuable brand, Google jumps over Samsung for second

Brand value is an intangible but important asset – it shows marketing strength and loyalty among consumers. Apple holds down the top spot for many years running and its meteoric growth shows no signs of slowing down.

Google – or rather Alphabet, the re-organized company – finally overcame Samsung and claimed the second spot (the Big G had been behind Samsung since 2012).

This pushed Samsung to third, the technology giant showing only modest growth. The South Korean company is at just over 50% of the brand valuation of Apple.

Besides Google, Amazon was the big winner. It grew a whopping 24% and leapfrogged the likes of Microsoft and US carriers Verizon and AT&T. The Fire phone may have flopped, but Prime is going strong and Amazon’s original video content has been well-received.

Another carrier made the Top 10 – China Mobile, now in 9th, even though just a few years ago Chinese companies were largely unknown in the West.

Social network Facebook keeps growing and fast – 500% since 2013 – and is now the 18th most valuable brand in the world.

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