The Reign of Apple

For the last five years, Apple held on to the title of the world’s most valuable brand. Then this year, the iPhone maker lost the top spot to Google, according to consultancy Brand Finance’s Global 500 rankings.

As Apple’s brand value tumbled 27% to $107.1 billion in 2016, Google’s increased to $109.5 billion. Amazon, with 53% brand value growth, was close behind at $106.4 billion.

Eight of the top 10 brands on Brand Finance’s 2017 list are American, reflecting the global dominance of US brands. So where does this leave the rest of the world?

Lego may have a relatively modest $7.6 billion brand value, but when it comes to sheer power Denmark’s biggest brand punches well above its weight.

Brand Finance’s Brand Strength Index (BSI) awards brands a mark out of 100. Lego gets high scores across a range of metrics such as familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation. Read more...

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