In a latest survey conducted by Forbes, Apple remains the most valuable brand of 2016.
According to the annual study of the world’s most valuable brand by Forbes, Apple is still the topper with $154.1 billion. This is 87% more than Google, which ranked on number 2. This is sixth time in a row, while Apple secured the top position in the survey, which started in 2010.
“Brands get their value from how customers perceive them.” says David Reibstein, a professor of marketing and branding expert at the University of Pennsylvania’s Wharton School. “What makes it valuable from a company perspective is that customers are willing to pay a higher price or are more likely to buy.”
Google is at number 2, with its brand value up 26% to $82.5 billion. Google became a part of Alphabet, a newly formed organization. Google earned most of his benefits from his Search Engine, while lost around $3.6 billion last year in project like self-driving car, Google Fiber and other.
This represents a rise of 26 percent over 2015. (Apple’s brand value went up only 6 percent.)
To calculate the brand value, Forbes used three years of earnings and allocated a percentage of those earnings based on the role brands play in each industry (e.g., high for luxury goods and beverages, low for airlines and oil companies). They applied the average price-to-earnings multiple over the past three years to these earnings to arrive at the final brand value.
The 100 most valuable brands span 16 countries and cross 19 broad industry categories. Brands from U.S.-based companies make up just over half the list with 52 brands. The next greatest number are from Germany (11 brands), Japan (8) and France (6). Tech brands are the most common with 17, including the top three.
From the list of 100, 10 most valuable brands in the world 2016, are