The most valuable brands in the world have been revealed and there’s change at the top

Some movers...

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:

1. Google
2. Apple
3. Amazon.com
4. AT&T
5. Microsoft
6. Samsung
7. Verizon
8. Walmart
9. Facebook
10. ICBC