World’s most valuable brand: Google tops the list; Tesco out of top 100

Google has pushed off Apple to become the world’s most valuable brand- a position that has been held by the latter for five years. The world’s largest search engine, Google, with a brand value of $109 billion at a yearly increase of 24 percent topped the annual Brand Finance Global 500 rundown. Tech giant Apple, despite reporting its most successful quarter ever in the last week, has a brand value of $107 billion after 27 % of its value.

Among the retailers, Walmart retained its 8th position with a brand value of $63 billion with an increase of 16 percent. Almost all other major retailers lost their positions compared to the previous year. Tesco which was placed in 94th position in 2016 was pushed back to 126th position in the list. Other major retailers and their positions (2016 position inside the bracket):  Home Depot 31 (28), Target 74 (75), Walgreens 80 (79), Lowe’s 92 (88), Costco 95 (97), Tesco 126(94), Aldi 146 (143), Carrefour 157 (128), Lidl 185 (145), Asda 202 (196), Kroger 249 (238), Sainsbury’s 324 (277).

David Haigh, CEO of Brand Finance said: “Apple has struggled to maintain its technological advantage. New iterations of the iPhone have delivered diminishing returns and there are signs that the company has reached saturation point for its brand.”

Amazon retained its third position with an increase of 53 percent in its brand value to $106 billion. AT&T and Microsoft secured 4th and 5th positions correspondingly. Samsung, even with a troublesome year posted an increase of 13 percent in its brand value to position in 6th place with $66 billion. World’s biggest supermarket chain Facebook soared 8 positions to rank at 9th place with an increase of 82 percent brand value to $62 billion.

Lego retained its number one place as the world’s most powerful brand, ahead of Google, Nike, Ferrari Visa and Disney.  Among the supermarket brands in Australia, Woolworths beat rival Coles by one place, coming in fifth despite a 21 percent decline in brand value from 2016. Coles has the biggest gain of any Australian brand, leaping 21 percent.