Google has taken the top spot from Apple. It’s now considered not only the country’s most valuable brand, but the world’s, as well. The company held the top spot previously in 2011. Its brand value is pegged at $109 billion.
Brands are assed on a variety of factors, including “what proportion of a business’s revenue is contributed by the brand.”
Part of Google’s rise to the top is the stagnation of Apple’s technological innovation and branding efforts. Brand Finance explains in a press release:
2017 has already delivered one major shock to the branding world: Apple has seen nearly $40 billion wiped off its brand value. Apple has over-exploited the goodwill of its customers by failing to maintain its technological advantage and delivering tweaks to existing products rather than genuine innovation. Brand value has fallen 27% since early 2016 to $107 billion, meaning that for the first time in over five years, America (and the world) has a new most valuable brand.
Other brands have been hit with negative public perception as consumers turn toward healthier eating choices, and reject fast food, soda and sugar.
Brand Finance says: