Brand value of the 25 most valuable brands in 2016 (in million U.S. dollars)

This statistic presents the brand value of the 25 most valuable brands in 2016. Apple is the most valuable brand in the world with an estimated brand value of about 145.92 billion U.S. dollars. Google, which is the second leading brand in the world, has a brand value of about 94.18 billion U.S. dollars.


Brand value

Not to be mistaken with brand equity, a phrase used in the marketing industry to describe the value of brands based on the implication that the owner of a well-known brand name can generate more money than from products with a less well known name, brand valuation is the estimation of a brands total value. This is achieved by following the International Organization for Standardization's ISO 10668 standard which maps out the appropriate process of valuing brands by adhering to six key requirements: transparency, validity, reliability, sufficiency, objectivity and financial, behavioral and legal parameters. A brand is an intangible asset (name, term, design, symbol or any other feature) identifies one seller's product from another and is often a corporation's most valued asset.

Strong brands enhance business performance primarily through their influence on three key stakeholder groups: (current and prospective) customers, employees and investors. They influence customer choice and create loyalty; attract, retain, and motivate talent; and lower the cost of financing. For example, Google is one of the most recognized brands in the world. In North America alone the brand's value amounted to approximately USD 114 billion in 2013.

Ultimately, brands help shape perceptions and, therefore, purchasing behavior, making products and service less substitutable. Brands, therefore, create economic value by generating higher returns and growth, and by mitigating risk.

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 Brand value in million U.S. dollars
Apple 145,918
Google 94,184
Samsung 83,185
Amazon.com 69,642
Microsoft 67,258
Verizon 63,116
AT&T 59,904
Walmart 53,657
China Mobile 49,810
Wells Fargo 44,170
Toyota 43,064
McDonald's 42,937
General Electric 37,216
ICBC 36,334
China Construction Bank 35,394
BMW 34,968
Coca-Cola 34,180
Facebook 34,002
T (Deutsche Telekom in Germany) 33,194
Agricultural Bank of China 32,264
Mercedes-Benz 32,049
IBM 31,786
NTT Group 31,678
Walt Disney 31,674
Shell 31,665
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