Brand value of the 25 most valuable brands in 2017 (in million U.S. dollars)

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Brand value in million U.S. dollars
Google109,470
Apple107,141
Amazon.com106,396
AT&T87,016
Microsoft76,265
Samsung Group66,219
Verizon65,875
Walmart62,211
Facebook61,998
ICBC47,832
China Mobile46,734
Toyota46,255
Wells Fargo41,618
China Construction Bank41,377
NTT Group40,542
McDonald's38,966
BMW37,124
Shell36,783
T (Deutsche Telekom in Germany)36,433
IBM36,112
Mercedes-Benz35,544
General Electric35,318
Alibaba34,859
Walt Disney34,454
Chase33,737
© Statista 2017

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About This Statistic

This statistic presents the brand value of the 25 most valuable brands in 2017. Google is the most valuable brand in the world with an estimated brand value of about 109.47 billion U.S. dollars. Apple, which is the second leading brand in the world, has a brand value of about 107.14 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 229 billion U.S. dollars in 2016.

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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