Google Bites Into Apple in Global Top Brand Rankings

Maxine SotoFeb 02, 2017

Google's brand value rose by 24 percent a year ago (from $88.2 billion to $109.4 billion) while Apple's brand value declined almost 27 percent (from $145.9 billion to $107.1 billion), according to the latest Brand Finance Global 500 report.

In another shakeup Lego has replaced Disney as the world's most powerful brand, with Disney slipping behind the likes of Nike, Google and Visa to settle at sixth place.

JB Hi-Fi's brand valued jumped 75 per cent, taking the electronics retailer from 42nd last year to 24th this year at $1.1 billion.

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Lego's success followed licensing deals with Star Wars, Harry Potter and the Batman franchise, which would also reinforce the company's brand strength among both children and adults "for years to come", the report said. Google last occupied the position of the world's most valuable brand in 2011.

In a sign of the times, tech-related brands dominate the most valuable index with Amazon, Microsoft, Samsung and Facebook among other companies included in Global Finance's rankings. Google is "unchallenged" in its search business, the firm says, which is at the heart of its advertising income.

There were three brands within the Australian 100 list that saw their brand value jump more than 50 per cent.

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Sales from Amazon's first- and third-party sales, Amazon.com and Prime Now represented 43% of all revenue generated in the USA online market during 2016, according to the latest data from Slice Intelligence. Brand strength is used to determine what proportion of a business's revenue is contributed by the brand, which is projected into perpetuity to determine the brand's value. They don't go on to explain exactly what Apple did to exploit customers though.

Haigh said Brand Finance bridges the gap between the marketing and finance.

While Telstra's brand value slipped 2 per cent to $14.3 billion in the latest rankings, CBA, ANZ and NAB all recorded growth - up 9 per cent, 4 per cent and 12 per cent respectively.

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"Unvalued brands can lead to undervalued companies that are more vulnerable to takeover, struggle to secure adequate financing and miss market opportunities", Mr. Haigh said.

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