Apple remains the most valuable brand in the world – Kommersant
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The value of the Apple brand fell by 7% over the year, from $947 billion to $880 billion. Nevertheless, it remained the most expensive in the world according to research company Kantar. According to the new rating The Brandz Top 100 Most Valuable Global Brands, the combined valuation of the world’s 100 most valuable brands, fell 20% to $6.9 trillion.
The authors of the report explain this by the difficult macroeconomic situation and investors’ uncertainty about the future. But this situation has not affected the valuation of brands as much as the COVID-19 pandemic in 2020, when their total value decreased to about $5 trillion.
There are few changes in the top ten rankings. Google, which lost 30% of brand value in a year, still retained second place with $577.7 billion. Microsoft ($501.9 billion, -18%) was in third place, swapping places with Amazon ($468.7 billion, -34). %). The top five is closed by McDonald’s, which is seriously lagging behind the leaders ($ 191.1 billion, – 3%).
The top 10 brands Facebook (owned by Meta, which is recognized as extremist and banned in the Russian Federation) and Alibaba, which are haunted by scandals and investigations by the authorities, have left, and their place in the top ten was taken by MasterCard and Coca-Cola. At the same time, the manufacturer of carbonated drinks turned out to be the only company from the top 10 whose brand price increased by 8% over the past year, to $106.1 billion. There were only 16 such companies in the entire rating. Russian brands were not included in the rating.
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