Of recent years, the world’s biggest tech companies have consolidated their power to drive huge profits and soaring market values. Evidently, they have shown us how overwhelmingly digital of an age we live in. Apple (phones), Google (search), Microsoft (software), Facebook (social) and Amazon (retail) dominate their respective sectors thanks to winning products and services. But perhaps their most prized and valuable attribute: strong brand names.
Here are top 10 most valuable brands, according to Forbe’s rankings (full list here):
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10. AT&T (U.S.)
Brand value: $41.9 billion
Brand Revenue: $160.5 billion
Percentage change from last year: +14%
Last year’s rank: 12
Industry: Telecom
The global value of AT&T brand has seen a steady growth since 2008. Starting with a value of $12 billion in 2008, it has reached the value of $41.9 billion in 2018, finally entering the top 10 ranking. Apart from its business solutions, consumer mobility and international segment, it’s also expanding its entertainment sector, which will most likely further strengthen its provision of telecommunications and digital entertainment services.
9. Toyota (Japan)
Brand value: $44.7 billion
Brand Revenue: $176.4 billion
Percentage change from last year: +9%
Last year’s rank: 8
Industry: Automotive
Although the leading automotive brands (Mercedes Benz, BMW and Ford) have performed poorly, Toyota still remains on the top 10 list. Last year, the brand value was only $41.1 billion, a 2% drop as compared to 2016. However, 2018 sees a small victory, with a 9% rise, putting its brand value at $44.7 billion.
8. Disney (U.S.)
Brand value: $47.5 billion
Brand Revenue: $30.4 billion
Percentage change from last year: +8%
Last year’s rank: 7
Industry: Leisure
Disney is the world’s strongest leisure brand and the only one to make it to the top 10 list. It is also one of the most interesting to watch in the coming years, according to the valuation and strategy consultancy. In light of its recent purchase of a majority stake in 21st Century Fox, Disney can further develop its brand to deliver for more consumers worldwide.
7. Samsung (South Korea)
Brand value: $47.6 billion
Brand Revenue: $203.4 billion
Percentage change from last year: +25%
Last year’s rank: 10
Industry: Technology
Samsung Electronics actually sold more phones than Apple during the fourth quarter of 2017, but Wall Street firm Canaccord Genuity estimated Apple captured 87% of smartphone industry profits, thanks to the introduction of the pricey iPhone X. The profit disparity is reflected in their brand values, with the Apple brand worth four times as much as Samsung.
6. Coca-Cola (U.S.)
Brand value: $57.3 billion
Brand Revenue: $23.4 billion
Percentage change from last year: +2%
Last year’s rank: 5
Industry: Beverages
Amazon overtaking Coca-Cola was the only change in the top five this year. Coca-Cola’s brand value inched up 2% to $57.3 billion, and it was the only non-tech brand in the top seven. Coca-Cola branded sales represented 45% of the company’s total last year, with 13 billion cases sold. Changing drinking habits globally are impacting Coca-Cola, but brand remains uber-important in a sector where you are selling sugar and water. Coca-Cola continues to lead the pack.
5. Amazon (U.S.)
Brand value: $70.9 billion
Brand Revenue: $169.3 billion
Percentage change from last year: +31%
Last year’s rank: 6
Industry: Technology
Up 31% from its 2017 value, Amazon is the largest online business by market capitalisation and revenue. Beyond being an online retailer, it produces cloud infrastructure and electronics and is present in music and video streaming. In addition, the 2017 $13.7 billion Whole Foods acquisition took Amazon from the digital to the physical realm.
4. Facebook (U.S.)
Brand value: $94.8 billion
Brand Revenue: $35.7 billion
Percentage change from last year: +2%
Last year’s rank: 4
Industry: Technology
Up 29% from last year, Facebook’s brand value continued to hold its #4 place in the list. While the brand is benefitting from the dominance of digital content, it is still overshadowed by Google. Amazon, however, is catching up the chart with a 31% increase, the brand value of Amazon has risen to $70.9 billion, placing them in the top five for the first time.
3. Microsoft (U.S.)
Brand value: $104.9 billion
Brand Revenue: $98.4 billion
Percentage change from last year: +21%
Last year’s rank: 3
Industry: Technology
Microsoft has had a strong start to 2018, in large part due to its cloud service which is only second to Amazon’s. It is reported that Microsoft’s Bing will be cutting into Google’s 80%-plus global market share. Despite this, it still is significantly less valuable than its top competitors like Apple and Google.
2. Google (U.S.)
Brand value: $132.1 billion
Brand Revenue: $97.2 billion
Percentage change from last year: +30%
Last year’s rank: 2
Industry: Technology
Google ranks second overall among the top brands for the third straight year, with a value of $132.1 billion, up 30%. While it champions internet search and cloud technology, it doesn’t focus as much of its energy on other sectors, according to the report.
1. Apple (U.S.)
Brand value: $182.8 billion
Brand Revenue: $228.6 billion
Percentage change from last year: +8%
Last year’s rank: 1
Industry: Technology
Leading the pack as the world’s most valuable brand for the eighth straight year is Apple, with a value of $182.8 billion, up 8%. Thanks to its hard-core fan base, Apple defends the #1 ranking when it comes to brand value. Nearly two-thirds of Apple revenue comes from the iPhone while one-quarter of those sales were in China.
