The world’s most expensive brands ranking has been again topped by Amazon which overcame Apple, British consulting agency Brand Finance notes. This agency also compiles the above-mentioned ranking.
Amazon’s total value is estimated at $299,3 billion, which is also 15% less than a year ago. Apple has fallen down by 16%, to $297,5 billion. The third place has been taken by Google with an estimated total value of $281,4 billion. Lower positions have been taken by Microsoft ($191,6 billion) and Walmart ($113,8 billion).
There are 500 companies listed in the ranking, 48 of them are high-tech brands – two brands less than a year ago. Analytics also pointed to the growth of EV car manufacturers, especially Tesla and BYD. The demand for the production of these brands grows because of the global transition to a low-carbon economy.
The brand’s total value is calculated based on a complex methodology that defines the overall price that the company may agree to pay for licensing its brand. In addition, the company’s financial position, consumer loyalty to its brand, competitiveness, revenues, analysts’ forecasts, stability, and much more are taken into account.
The “Power of Brand” characteristic is measured by using a balanced system of indicators, that includes the analysis of marketing investments, equity capital, and business management efficiency