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| The world's most valuable brands revealed | The world's most valuable brands revealed |
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| Google has snatched Apple’s title as the world’s most valuable brand, ending the iPhone maker’s five-year reign. | Google has snatched Apple’s title as the world’s most valuable brand, ending the iPhone maker’s five-year reign. |
| According to a study by valuation and strategy consultancy Brand Finance, published on Wednesday, the monetary value of Google’s brand rose by 24 per cent last year to $109.5bn, propelling it to the top spot for the first time since 2011. | According to a study by valuation and strategy consultancy Brand Finance, published on Wednesday, the monetary value of Google’s brand rose by 24 per cent last year to $109.5bn, propelling it to the top spot for the first time since 2011. |
| Apple’s value fell from $145.9bn in the previous year to $107.1bn. | Apple’s value fell from $145.9bn in the previous year to $107.1bn. |
| “[Google] remains largely unchallenged in its core search business, which is the mainstay of its advertising income,” Brand Finance wrote in its report. | “[Google] remains largely unchallenged in its core search business, which is the mainstay of its advertising income,” Brand Finance wrote in its report. |
| David Haigh, chief executive officer of Brand Finance, commented that Apple has recently struggled to maintain its technological advantage over rivals. | David Haigh, chief executive officer of Brand Finance, commented that Apple has recently struggled to maintain its technological advantage over rivals. |
| “New iterations of the iPhone have delivered diminishing returns and there are signs that the company has reached a saturation point for its brand,” he said. | “New iterations of the iPhone have delivered diminishing returns and there are signs that the company has reached a saturation point for its brand,” he said. |
| “The Chinese market, where Apple has enjoyed a dominant market share, is becoming far more competitive with local players entering the market in a meaningful way.” | “The Chinese market, where Apple has enjoyed a dominant market share, is becoming far more competitive with local players entering the market in a meaningful way.” |
| But late Tuesday, before Brand Finance’s sturdy was published, Apple posted forecast-beating results for the most recent quarter, reclaiming the throne as the world’s top smartphone seller for the first time in five years – even beating arch rival Samsung. | But late Tuesday, before Brand Finance’s sturdy was published, Apple posted forecast-beating results for the most recent quarter, reclaiming the throne as the world’s top smartphone seller for the first time in five years – even beating arch rival Samsung. |
| Alphabet, Google’s parent company, reported in January better-than-expected revenue for the most recent quarter thanks to a fast-growing cloud-computing business and booming YouTube video advertising, but profits were hit by a one-off tax payment. | Alphabet, Google’s parent company, reported in January better-than-expected revenue for the most recent quarter thanks to a fast-growing cloud-computing business and booming YouTube video advertising, but profits were hit by a one-off tax payment. |
| The study of 500 brands deemed Amazon the third most valuable, at $106.4bn, followed by AT&T at $87bn and Microsoft at $76.3bn. Facebook claimed the ninth spot in the rankings with a value of a slither under $62bn. | |
| In Wednesday’s report Brand Finance also crowned Lego the world’s most powerful brand, which is defined as one whose enterprise value is most positively impacted by the strength of its brand. | In Wednesday’s report Brand Finance also crowned Lego the world’s most powerful brand, which is defined as one whose enterprise value is most positively impacted by the strength of its brand. |
| The study found that much of the Danish family-owned company’s success is owed to its partnerships with the Star Wars, Harry Potter and Batman franchises. | The study found that much of the Danish family-owned company’s success is owed to its partnerships with the Star Wars, Harry Potter and Batman franchises. |
| Other brands that made it into the top five “powerful” ranking included Google, Nike, Ferrari and Visa. | Other brands that made it into the top five “powerful” ranking included Google, Nike, Ferrari and Visa. |
| Walt Disney, which nabbed the title of most powerful brand last year, fell to sixth place. | Walt Disney, which nabbed the title of most powerful brand last year, fell to sixth place. |
| “This may be because its 2016 Star Wars release was a spin-off and less successful than 2015’s reboot of the main franchise, one of the highest grossing films of all time,” Brand Finance wrote in the report. | “This may be because its 2016 Star Wars release was a spin-off and less successful than 2015’s reboot of the main franchise, one of the highest grossing films of all time,” Brand Finance wrote in the report. |
| The company noted, however that it “remains a hugely powerful brand and will be closely watched during 2017 when the eighth instalment of Star Wars is released and could propel the brand up the rankings again”. | The company noted, however that it “remains a hugely powerful brand and will be closely watched during 2017 when the eighth instalment of Star Wars is released and could propel the brand up the rankings again”. |