Apple has been dethroned as the most valuable brand in the world by mammoth search engine Google in an annual study of the world's leading brands by Brand Finance.
The creators of the iPhone had been top of the list for the last five years but suffered a 27% drop in brand value over the last 12 months to lose their spot at the top of the table.
The report states: "Apple has over-exploited the goodwill of its customers, it has failed to generate significant revenues from newer products such as the Apple Watch and cannot demonstrate that genuinely innovative technologies desired by consumers are in the pipeline."
Google's brand value, on the other hand, went up by 24% over the last year taking their brand value to a staggering $109.5bn.
The report outlines how Google is largely unchallenged in their core search engine business and their advertising revenues rose sharply last year.
The third spot on the list is taken by Amazon who remain unchanged from their position from last year.
Facebook ranks in at a surprisingly low number nine, but this is a dramatic improvement on 2016 when they were in 17th spot.
These are the top ten most valuable brands in the world:
This baby girl’s name used to be hugely popular in Ireland Baby names will always come in and out of style, but there is one name that is at risk of going extinct, and you may be surprised, as it was once a beloved name for Irish mams in the 1990s. According to a report […]
‘It’s just what I needed for the summer’ As the summer months approach getting a cool, comfortable nights sleep is often harder as the temperature rises. It might be a good time to invest in a summer duvet so you don’t overheat during the night, and this bestseller Slumberdown duvet could be the perfect choice. […]
‘I wish I bought one sooner’ Shoppers are rushing to buy this huge 40% discount on a popular Stanley cup – but you’ll have to be quick. A number of colourways including rose petal, orange cream, and sea glass aura have already sold out with shoppers snapping up this Amazon deal. But at the time […]
