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It’s been a bunfight between both of these tech behemoths over the past few decades, but now Google has replaced Apple as the world’s most valuable brand using a worth of $109.5 billion (#83.8bn), according to a new report by Brand Finance.
The report, the International 500assesses a variety of factors, to corporate standing, to closeness, from advertising investment, to work out the ‘powerful’ brand beyond brass tacks, standing Lego as the globe’s most powerful manufacturer.
Brand Finance argues that Lego’s media licensing deals and partnerships, together with Lego Star Wars and a picture of this latter — the result makes it irresistible. “This will contribute substantially to Lego’s already significant licensing earnings but, as importantly, the vulnerability — to both kids and adults — will fortify Lego’s brand strength for a long time to come,” the firm said.
According to the statistics, Google’s brand value rose by 24% during 2016 while Apple’s fell by 27. Google also took the silver medal place for most powerful brand, before Nike (Number28 in most precious), Ferrari (#258) and Visa (Number57). From being the most powerful into the sixth within the previous 12 months, Disney dropped.
Another interesting trend revolves around the travails of Coca-Cola. Back in 2013, Interbrand rated Apple ahead of Coca-Cola as the planet’s most valuable brand, finishing on top for its soft drinks giant. According to Brand Finance now round, Coca-Cola slumps to # 27 with Pepsi, as the brand at # 67. “The behemoths of the non-alcoholic drinks sector…continue to struggle against the trend towards healthy alternatives and greater scrutiny around marketing carbonated beverages to kids,” the company stated. In contrast, four places dropped .
“A powerful brand can protect a organization’s value during turbulent market conditions or hard times for a business,” explained David Haigh, CEO of Brand Finance. “The share price resilience of Samsung and Wells Fargo, after a challenging year, is testimony to how a brand can assist a business ride out a storm.
“This is the reason why a brand is such an important intangible asset and needs to be valued as such,” additional Haigh. “Particularly during M&A scenarios, the fact that brand values aren’t factored into business accounts can mitigate against fair value being compensated.
“Sellers ought to recognise the complete worth of the brand, whilst buyers ought to factor in how far the advantage of a brand can be stretched and monetised.”
