Most valuable brands worldwide 2018

Most valuable brands worldwide in 2018, by brand value (in billion U.S. dollars)

by A. Guttmann, last edited Jun 21, 2019
Most valuable brands worldwide 2018 U.S. tech companies are currently the most valuable brands in the world, covering the four top spots in 2018. Apple led the list with a brand value of around 215 billion U.S. dollars, followed by Google, Amazon and Microsoft. The highest-ranked non-tech company was Coca-Cola in sixth place, and the highest non-U.S. company was Samsung in seventh.
‘Brand value’

Brand value is determined by the source using a combination of financial information, the role the brand plays in determining consumer choice (independent of other factors such as price and convenience), and a qualitative assessment of the brand’s overall strength. If only financial data is taken into account then the same four companies are at the top, with Apple, Amazon, Alphabet (Google’s parent company) and Microsoft having the highest global market capitalizations. However, if only the qualitative factors regarding brand strength are considered the list looks very different, with Italian carmaker Ferrari being the strongest brand in 2018.

‘Brand value vs. profitability’

Brand value does not always translate into profitability. While Apple also happens to be the most profitable company in the world, other companies with a strong brand such as Google and Amazon rank lower in terms of net income. In fact, as recently as 2014 Amazon posted a loss of almost a quarter of a billion U.S. dollars1. This phenomenon does not only apply to tech companies – Coca-Cola also does not feature on the list of the most profitable companies worldwide. This is likely due to their franchised distribution structure, whereby manufacturing operations are handed by separate companies, each of which operates independently with an exclusive license to manufacture Coca Cola beverages in their territory.
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Most valuable brands worldwide in 2018, by brand value (in billion U.S. dollars)

Brand value (in billion U.S. dollars)Percentage change 2018 vs. 2017
Apple214.4816
Google155.5110
Amazon100.7656
Microsoft92.7216
Coca-Cola66.34-5
Samsung59.896
Toyota53.46
Mercendes-Benz48.62
Facebook45.17-6
McDonald's43.425
Intel43.2910
IBM42.97-8
BMW41.01-1
Disney39.87-2
Cisco34.588
General Electric32.76-26
Nike30.1211
Louis Vuitton28.1523
Oracle26.13-5
Honda23.684
SAP22.891
Pepsi20.82
Chanel*20.01-
American Express19.148
Zara17.71-5
J.P. Morgan17.5712
IKEA17.46-5
Gillette16.86-7
UPS16.853
H&M16.83-18
Pampers16.621
Hermes Paris16.3715
Budweiser15.632
Accenture14.2114
Ford143
Hyundai13.543
Nescafe13.053
eBay13.02-2
Gucci12.9430
Nissan12.216
Volkswagen12.26
Audi12.191
Philips12.15
Goldman Sachs11.778
Citi11.589
HSBC11.216
AXA11.120
L'Oréal11.14
Allianz10.828
Adidas10.7717
Adobe10.7519
Porsche10.716
Kellogg's10.63-3
HP10.439
Canon10.386
Siemens10.131
Starbucks9.6210
Danone9.532
Sony9.3210
3M9.12
Visa9.0215
Nestle8.942
Morgan Stanley8.87
Colgate8.664
Hewlett Packard Enterprise8.16-9
Netflix8.1145
Cartier7.651
Huawei7.5814
Santander7.5513
Mastercard7.5519
KIA6.934
FedEx6.8910
PayPal6.6222
Lego6.53-7
Salesforce6.4323
Panasonic6.295
Johnson & Johnson6.233
Land Rover6.222
DHL5.883
Ferrari5.7618
Discovery5.766
Caterpillar5.7318
Tiffany & Co5.645
Jack Daniel's5.646
Corona Extra5.5216
KFC5.483
Heineken5.394
John Deere5.3812
Shell5.289
Mini5.253
Dior5.2214
Spotify*5.18-
Harley-Davidson5.16-9
Burberry4.99-3
Prada4.812
Sprite4.73-2
Johnnie Walker4.737
Hennessy*4.72-
Nintendo*4.7-
Subaru*4.21-
Brand value (in billion U.S. dollars)Percentage change 2018 vs. 2017
Apple214.4816
Google155.5110
Amazon100.7656
Microsoft92.7216
Coca-Cola66.34-5
Samsung59.896
Toyota53.46
Mercendes-Benz48.62
Facebook45.17-6
McDonald's43.425
Intel43.2910
IBM42.97-8
BMW41.01-1
Disney39.87-2
Cisco34.588
General Electric32.76-26
Nike30.1211
Louis Vuitton28.1523
Oracle26.13-5
Honda23.684
SAP22.891
Pepsi20.82
Chanel*20.01-
American Express19.148
Zara17.71-5
J.P. Morgan17.5712
IKEA17.46-5
Gillette16.86-7
UPS16.853
H&M16.83-18
Pampers16.621
Hermes Paris16.3715
Budweiser15.632
Accenture14.2114
Ford143
Hyundai13.543
Nescafe13.053
eBay13.02-2
Gucci12.9430
Nissan12.216
Volkswagen12.26
Audi12.191
Philips12.15
Goldman Sachs11.778
Citi11.589
HSBC11.216
AXA11.120
L'Oréal11.14
Allianz10.828
Adidas10.7717
Adobe10.7519
Porsche10.716
Kellogg's10.63-3
HP10.439
Canon10.386
Siemens10.131
Starbucks9.6210
Danone9.532
Sony9.3210
3M9.12
Visa9.0215
Nestle8.942
Morgan Stanley8.87
Colgate8.664
Hewlett Packard Enterprise8.16-9
Netflix8.1145
Cartier7.651
Huawei7.5814
Santander7.5513
Mastercard7.5519
KIA6.934
FedEx6.8910
PayPal6.6222
Lego6.53-7
Salesforce6.4323
Panasonic6.295
Johnson & Johnson6.233
Land Rover6.222
DHL5.883
Ferrari5.7618
Discovery5.766
Caterpillar5.7318
Tiffany & Co5.645
Jack Daniel's5.646
Corona Extra5.5216
KFC5.483
Heineken5.394
John Deere5.3812
Shell5.289
Mini5.253
Dior5.2214
Spotify*5.18-
Harley-Davidson5.16-9
Burberry4.99-3
Prada4.812
Sprite4.73-2
Johnnie Walker4.737
Hennessy*4.72-
Nintendo*4.7-
Subaru*4.21-
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by A. Guttmann, last edited Jun 21, 2019
U.S. tech companies are currently the most valuable brands in the world, covering the four top spots in 2018. Apple led the list with a brand value of around 215 billion U.S. dollars, followed by Google, Amazon and Microsoft. The highest-ranked non-tech company was Coca-Cola in sixth place, and the highest non-U.S. company was Samsung in seventh.
‘Brand value’

Brand value is determined by the source using a combination of financial information, the role the brand plays in determining consumer choice (independent of other factors such as price and convenience), and a qualitative assessment of the brand’s overall strength. If only financial data is taken into account then the same four companies are at the top, with Apple, Amazon, Alphabet (Google’s parent company) and Microsoft having the highest global market capitalizations. However, if only the qualitative factors regarding brand strength are considered the list looks very different, with Italian carmaker Ferrari being the strongest brand in 2018.

‘Brand value vs. profitability’

Brand value does not always translate into profitability. While Apple also happens to be the most profitable company in the world, other companies with a strong brand such as Google and Amazon rank lower in terms of net income. In fact, as recently as 2014 Amazon posted a loss of almost a quarter of a billion U.S. dollars1. This phenomenon does not only apply to tech companies – Coca-Cola also does not feature on the list of the most profitable companies worldwide. This is likely due to their franchised distribution structure, whereby manufacturing operations are handed by separate companies, each of which operates independently with an exclusive license to manufacture Coca Cola beverages in their territory.
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