The first place in a hundred of the most expensive brands for the eighth consecutive year has been held by Apple, which costs $182.8 billion, that is 8% higher than the year before.
Samsung Electronics actually sold more phones than Apple in the fourth quarter of 2017. But, according to the Canaccord Genuity investment company, Apple received 87% of the world operating returns from the sale of smartphones thanks to the introduction of the expensive iPhone X to the product line.
Google has been ranked second among the best brands for the third conse year. The brand has risen in price by 30% to $132.1 billion for the year.
The company-creator of the Internet search also works on other projects: smart-home technology, autonomous cars and much more. However, so far, the main profit is brought by the search service. Despite all the efforts of Yahoo, Baidu, and Microsoft Bing to reduce the presence of Google, the company is still leading in terms of the number of search requests.
Microsoft closes the top three most expensive brands, the value of which has increased by 21% to $104.9 billion for the year.
When compiling the rating, experts relied on the companies' revenues for three years. Then calculated the percentage of these revenues, based on what role each brand plays in its industry. The price-to-revenue ratio was divided by the amount of total revenue to get the final brand value index.
The Facebook brand of the same name social network took the fourth place. Its cost is $94.8 billion. Facebook has more than a billion active users.
Most of the world's expensive brands in the top 100 ranking are from the US, where there are 54 brands.
The only change in the top five compared to the previous year was the Amazon's increase by one line of the list, which had outperformed the Coca-Cola brand for the first time. The cost of Amazon is $70.9 billion.
The company is involved in the sales of mass-market products and services through the Internet.
Coca-Cola is on the sixth line. And this is the only non-technological brand of the first seven. Its cost is $57.3 billion. Changing the preferences of the world's population in drinks affects the Coca-Cola brand. Nevertheless, it continues to lead in its sector.
The seventh place is occupied by Samsung. The brand produces smartphones, tablets, household appliances, telecommunications equipment, and much more. The brand value is estimated at $47.6 billion.
On the eighth place, there is an animation studio, entertainment parks around the world, water parks, and several networks for television and radio broadcasting, united under the brand of Disney. It is estimated at $47.5 billion.
It is worth noting that in the top ten ranking, only three companies out of ten are not technological.
The Toyota brand, which produces cars, as well as financial services, is on the ninth line ($44.7 billion).
The AT&T telecommunications company, one of the largest telecommunications providers in the US and the second largest mobile operator in the country, closes the top ten most expensive brands. The magazine estimated the value of the AT&T brand at $41.9 billion. There are no Russian brands on the Forbes list.
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