Forbes Business

The 50 most valuable brands in the world in 2019

Apple dominates the ranking and breaks record with a value of US$ 206 billion

Sales of Apple’s iPhone have declined in recent quarters, particularly in China, where cheaper rivals Huawei and Xiaomi have gained traction.

The tech giant’s smartphone revenue has seen a 17% drop over the past three months to $31 billion, but shares have risen 5%.

The main reason for these results is record revenue from services, a division that includes the App Store, Apple Pay, iTunes and the cloud, among others. It is currently Apple’s second-largest segment after the iPhone, with revenue of $37 billion in 2018 and expected to reach $100 billion by 2023, according to Morgan Stanley.

The projected growth represents the power of the Apple brand.

The company founded by Steve Jobs tops Forbes’ annual list of the world’s most valuable brands for the ninth time. Its current valuation is $205.5 billion, up 12% from last year.

This is the first time a brand has crossed the $200 billion mark. Apple specializes in building loyalty and moving its customer base from one product category to another. Mac users embraced the iPod, followed by the iPhone, iPad and Apple Watch.

Consumers trust the brand to perform flawlessly across all categories, which has helped make the Cupertino, California-based company the most valuable in the world.

The service sector is the next frontier for the company.

While Apple remains at the top, Google closes in on the lead with a value of $167.7 billion, up 23%. Four years ago, the company was worth less than half of Apple.

Google dominated the search engine market with a 92% share over the last 12 months, according to StatCounter (Bing has 2.6% and Yahoo 1.9%). Like Apple, the company has used its brand to move into other consumer categories, from email to web browsing to maps and cloud storage. While many brands struggle with changing customer habits, the biggest in tech remain “juggernauts” (powerful, ever-growing organizations).

Microsoft ($123.5 billion) and Amazon ($97 billion) round out the Top 4, both jumping over 20% in market cap.

One technology brand that has lost value over the last 12 months is Facebook, which occupies the 5th place in the ranking. It was the only one in the Top 10 to suffer devaluation, totaling US$ 88.9 billion, 6% less than last year. This year, the number of active users of the social network reached 2.4 billion, but it has been undermined by concerns about data protection, privacy policies and fake news. In 6th place, Coca-Cola is the most valuable brand on the list outside of technology, with a value of $59.2 billion, up 3% compared to 2018.

 

Most valuable brands in the world: the marks in numbers

 

 Together, the top 100 brands are worth a total of $2.33 trillion, 8% more than last year.

Tech companies gained most in value, led by e-commerce giant Amazon, which rose 37% to reach $97 billion. Other companies that had a profitable year were Netflix (+34%), Google (+27%) and Adobe (+27%).

H&M posted the biggest drop, down 12% to $11.5 billion. Last year, the Swedish retailer slashed clothing prices to address overstocking.

Another 20 brands lost value, including ESPN (-10%), GE (-8%) and Hyundai (-8%). North

 

See below the 50 most valuable brands in the world in 2019:

 

 1. Apple 

Value: $205.5 billion

Change in one year: 12%

Revenue: $265.8 billion

Investment in advertising: –

Industry: Technology

 

2. Google 

Value: $167.7 billion

Change in one year: 27%

Revenue: $136.2 billion

Advertising spend: $6.4 billion

Industry: Technology

 

3. Microsoft

Value: $125.3 billion

Variation in one year: 20%

Revenue: $110.2 billion

Advertising spend: $1.6 billion

Industry: Technology 

 

4. Amazon 

Value: $97 billion

Change in one year: 37%

Revenue: $211.4 billion

Advertising spend: $8.2 billion

Industry: Technology

 

5. Facebook 

Value: $88.9 billion

Change in one year: – 6%

Revenue: $48.8 billion

Advertising spend: $1.1 billion

Industry: Technology

 

6. Coke

Value: $59.2 billion

Change in one year: 3%

Revenue: $23.8 billion

Advertising spend: $4.1 billion

Industry: Beverages

 

 7. Samsung 

Value: $53.1 billion

Change in one year: 11%

Revenue: $221.6 billion

Advertising spend: $3.6 billion

Industry: Technology 

 

8. Disney 

Value: $52.2 billion

Variation in one year: 10%

Revenue: $33.8 billion

Advertising spend: $2.8 billion

Industry: Leisure

 

9. Toyota 

Value: $44.6 billion

Variation in one year: 0%

Revenue: $190.8 billion

Advertising spend: $4.6 billion

Automotive industry

 

10. McDonald’s 

Value: $43.8 billion

Variation in one year: 6%

Revenue: $96.1 billion

Advertising spend: $389 million

Industry: Restaurants

 

11. AT&T 

Value: $41.3 billion

Change in one year: -1%

Revenue: $170.8 billion

Advertising spend: $5.1 billion

Industry: Telecommunications 

 

12. Louis Vuitton 

Value: $39.3 billion

Change in one year: 17%

Revenue: $15.5 billion

Advertising spend: $6.5 billion

Industry: Luxury goods

 

13. Intel 

Value: $38.8 billion

Change in one year: 14%

Revenue: $70.8 billion

Advertising spend: $1.2 billion

Industry: Technology

 

14. Nike

Value: $36.8 billion

Variation in one year: 15%

Revenue: $36.7 billion

Advertising spend: $3.6 billion

Industry: Apparel

 

15. Cisco

Value: $34.5 billion

Change in one year: 7%

Revenue: $49.3 billion

Advertising spend: $166 million

Industry: Technology

 

16. GE 

Value: $34.3 billion

Change in one year: – 8%

Revenue: $98.8 billion

Investment in advertising: –

Industry: Diversified

 

17. Mercedes-Benz 

Value: $33.2 billion

Change in one year: – 3%

Revenue: $125.9 billion

Investment in advertising: –

Automotive industry

 

18. Oracle

Value: $32.2 billion

Change in one year: 4%

Revenue: $39.6 billion

Advertising spend: $138.8 million

Industry: Technology

 

 19. Verizon 

Value: $31.7 billion

Change in one year: 1%

Revenue: $130.9 billion

Advertising spend: $2.7 billion

Industry: Telecommunications

 

20. IBM 

Value: $31.5 billion

Change in one year: – 2%

Revenue: $79.6 billion

Advertising spend: $1.5 billion

Industry: Technology

 

21. BMW

Value: $29.8 billion

Variation in one year: -5%

Revenue: $91.5 billion

Investment in advertising: –

Automotive industry

 

22. SAP 

Value: $28.7 billion

Variation in one year: 10%

Revenue: $29.1 billion

Investment in advertising: –

Industry: Technology

 

23. Marlboro 

Value: $28.5 billion

Change in one year: 7%

Revenue: $25.1 billion

Advertising spend: $933 million

Industry: Tobacco

 

24. Budweiser 

Value: $27.2 billion

Variation in one year: 6%

Revenue: $12 billion

Investment in advertising: –

Industry: Beverages

 

25. Visa

Value: $26.9 billion

Variation in one year: 10%

Revenue: $20.6 billion

Investment in advertising: –

Industry: Financial services

 

26. Walmart

Value: $26.3 billion

Variation in one year: 6%

Revenue: $348.5 billion

Advertising spend: $3.5 billion

Industry: Retail

 

27. American Express

Value: $26 billion

Change in one year: 13%

Revenue: $43.3 billion

Investment in advertising: –

Industry: Financial services

 

28. Honda 

Value: $25.8 billion

Change in one year: 1%

Revenue: $134.9 billion

Advertising: –

Automotive industry

 

29. Pepsi 

Value: $18.8 billion

Variation in one year: 2%

Revenue: $9.5 billion

Advertising spend: $2.6 billion

Industry: Beverages

 

30. Gucci 

Value: $18.6 billion

Change in one year: 24%

Revenue: $9.8 billion

Investment in advertising: –

Industry: Luxury goods

 

31. L’Oréal 

Value: $18.5 billion

Change in one year: 8%

Revenue: $10.9 billion

Advertising/Ad spend: $9.6 billion

Industry: Cosmetics

 

32. Home Depot 

Value: $18.1 billion

Change in one year: 11%Revenue: $108.2 billion

Advertising spend: $921 million

Industry: Retail

 

33. Hermès

Value: $18.1 billion

Change in one year: 18%

Revenue: $7 billion

Advertising spend: $352 million

Industry: Luxury goods

 

34. Nescafe

Value: $17.9 billion

Change in one year: 4%

Revenue: $9.5 billion

Investment in advertising: –

Industry: Beverages

 

35. Starbucks

Value: $17 billion

Variation in one year: 5%

Revenue: $24.7 billion

Advertising spend: $260 million

Industry: Restaurants

 

36. Accenture 

Value: $16.6 billion

Change in one year: 12%

Revenue: $42.5 billion

Advertising spend: $78 million

Industry: Consulting

 

37. Gillette

Value: $16.6 billion

Change in one year: – 3%

Revenue: $6.6 billion

Advertising spend: $7.1 billion

Industry: Personal care products

 

38. Netflix 

Value: $15.5 billion

Change in one year: 34%

Revenue: $15.8 billion

Advertising spend: $1.8 billion

Industry: Technology

 

39. IKEA 

Value: $15.3 billion

Variation in one year: 6%

Revenue: $45.8 billion

Investment in advertising: –

Industry: Retail

 

40. Frito-Lay 

Value: $14.7 billion

Variation in one year: 2%

Revenue: $11.7 billion

Advertising spend: $2.6 billion

Industry: Consumer packaged goods

 

41. Audi 

Value: $14.2 billion

Change in one year: – 4%

Revenue: $61.9 billion

Investment in advertising: –

Automotive industry

 

42. Wells Fargo

Value: $14 billion

Change in one year: 3%

Revenue: $101.1 billion

Advertising spend: $857 million

Industry: Financial services

 

43. Mastercard 

Value: $14 billion

Change in one year: 13%

Revenue: $15 billion

Advertising spends: $907 million

Industry: Financial services

 

 44. Siemens

Value: $13.8 billion

Change in one year: 8%

Revenue: $97.9 billion

Investment in advertising: –

Industry: Diversified

 

45. CVS 

Value: $13.7 billion

Change in one year: 4%

Revenue: $194.6 billion

Advertising spend: $364 million

Industry: Retail

 

46. ​​Zara 

Value: $13.5 billion

Change in one year: 3%

Revenue: $21.3 billion

Investment in advertising: –

Industry: Retail

 

47. ESPN 

Value: $13.1 billion

Change in one year: – 10%

Revenue: $11.2 billion

Advertising spend: $2.8 billion

Industry: Media

 

48. Ford 

Value: $13 billion

Change in one year: – 8%

Revenue: $152.7 billion

Advertising spend: $4 billion

Automotive industry

 

49. HSBC 

Value: $12.8 billion

Change in one year: 7%

Revenue: $82.7 billion

Investment in advertising: –

Industry: Financial services

 

50. Nestlé

Value: $12.6 billion

Change in one year: 7%

Revenue: $8.3 billion

Investment in advertising: –

Industry: Consumer packaged goods

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