Today the world's most valuable brand is Google
The search engine giant dominates the Internet with a 64% market share in search while generating 41% of all digital advertising revenue globally, according to Brand Finance, one of the industry's leading indexes.
In fact, the increase in Google's brand value (USD109.5 billion) is so huge that it was enough to supersede Apple's USD107.1 billion brand from the top of the 2017 list
Apple - once a paragon of branding excellence - was the world's most valuable brand for five years straight, but the smartphone maker has "failed to maintain its technological advantage and has repeatedly disillusioned its advocates with tweaks when material changes were expected," Brand Finance said in its report.
"Put simply, Apple has over-exploited the goodwill of its customers... its brand has lost its lustre and must now compete on an increasingly level playing field not just with traditional rival Samsung, but a slew of Chinese brands such as Huawei and OnePlus in the smartphone market," added the report.
On the other hand, Amazon, with 53% brand value growth at USD106.4 billion, has made the most exponential growth
The infographic below shows the 10 most valuable brands in the world for 2017.
It's interesting to note that eight of the top 10 brands on Brand Finance's 2017 list are American, with South Korea's Samsung and Chinese bank ICBC the only two national brands of their respective countries sharing the top 10 list
While Samsung, which is in sixth place on the Global 500 list with USD66.2 billion brand value and ICBC ranked 10th with a brand value of USD47.8 billion, the top brands of most countries, however, are worth less than USD25 billion.
For example, in Asia, India's Tata Group at USD12.9 billion has a higher brand value than our Petronas, which has a brand value of USD10.6 billion.
Surprisingly, though, Petronas has a stronger brand strength than India's Tata Group.
Most valuable national brands in their respective countries
Taking the data from Brand Finance's Global 500 rankings, HowMuch.net, a cost information site, broke it down in a different way, showing the most valuable brand for each country, and has each country sized as per the dollar value of that company.
Click on the infographic to enlarge it.