TOP 10 World's Most Valuable Brands in 2019
According to Wikipedia, the brand is a manufacturer's mark and a trademark having a high reputation among consumers.
We should note that the concept of the brand is much narrower than that of a company; a company may possess several brands, for example: Google is a brand, and Alphabet is the company owning that brand.
In this article, we collected the current information on the most valuable global brands as of 8 Jan 2019.
We suggest you have look at it and compare it with our list of the largest companies by market capitalization.
So, let’s get started.
10 Most Valuable Brands In The World
Industry: Electronics, information technology.
Products: Personal computers and tablets, mobile phones, audio players…
Apple is the most valuable brand in the world. Today the company logo is probably recognized by very many people because Apple became truly the most successful and powerful brand Its value is estimated at $182,8 billion by rating agencies experts.
The company was established on 1 April 1976 by Steve Wozniak, Ronald Wayne, and Steve Jobs. The trio initially engaged in the assembly of home computers the production of proprietary models of PC, but their greatest success came just in recent years when Apple introduced its own line of mobile products to the world — the iPhone smartphones and the iPad tablets.
Nowadays the range of Apple products is wide and includes smartwatches, computers and laptops, tablets and smartphones, and more. However, the hallmark of «apple» gadgets' popularity is a high quality, a stylish design and a brilliant marketing program by Steve Jobs.
Today the company has thousands of offices, brand stores, and service centers worldwide with a staff of nearly 132,000 employees.
The headquarters are located in the town of Cupertino, California, USA.
Google, most used search engine on the internet, is probably known to all users of the global network. Due to this, the brand «Google» is one of the most expensive in the global ranking.
Experts estimate its value at $132,1 billion, which making it the second most expensive brand in the world.
The company was established in 1993 by Sergey Brin and Larry Page. It is focused on a search service that processes billions of queries per day. Thanks to its advanced search engine, the creators of the service managed to implement one of the most powerful advertising aggregate on the Internet that generates the single largest share of revenue for the company.
However, it is not the only product of the company – a host of new projects were time. Google currently releases mobile gadgets of their own making, software (e.g. Android OS) intended to work with it and owns a number of popular Internet services such as YouTube, Gmail, Google Maps, Google AdWords and so on.
Headquarters: Mountain View, California, USA.
Industry: Software development.
Products: Microsoft Office, Microsoft Windows, Xbox.
The internationally famous Microsoft Corporation was founded in 1975 by Bill Gates. At that time, Microsoft was the first software developer that suggested using packaged software for personal computers (PC) that would thereby make the PC experience user-friendly and intuitive. This software – the MS-DOS operating system – was a real breakthrough since it allowed ordinary users to master PC skills easily. The system brought the company an incredible success and huge profits.
Today Microsoft is one of the leading companies in the PC software market as well: it released the new-generation Windows operating systems, a set of applications to work with documents called Microsoft Office, and a number of other software programs. Besides, Microsoft produces own mobile devices and accessories, video, audio, and office equipment.
The headquarters are located in Redmond, Washington, USA.
Products: social network.
Facebook was developed by Mark Zuckerberg in February 2004. The Facebook social network is currently being visited by more than 1.86 billion people every day. The value of $94,8 billion is simply an astronomical indicator of the popularity and demand for an Internet project.
Today Facebook yields more than $8 billion net yearly profit thanks to online advertising. Moreover, the company is the leader of this TOP 10 list in terms of profitability, since its net profit increased by 54% within the past year alone.
The headquarters are located in Menlo Park, California, USA.
Industry: retail business.
Being the 5th largest brand in the world, Amazon also ranks first as the most expensive company by market capitalization.
Amazon is the American biggest retail company selling and delivering various goods over the Internet.
Internet users, suppliers, and producers can sell any goods on their own by using Amazon’s website as an online shop. The company’s major business line is the sale of various goods. The popularity of teh service soared thanks to high-quality goods, low prices, a prompt delivery and a wide assortment of various goods.
The company was established in 1994 by Jeff Bezos. Amazon is headquartered in Seattle, Washington.
According to overall estimations, the company employs about 230,000 employees and has more than $55 billion in assets. Its annual turnover amounts to approximately $75 billion.
Industry: food industry.
Products: non-alcoholic drinks.
Coca-Cola, the most famous worldwide carbonated soft drink, brings more than $8.5 billion in net profit for its company per year.
The famous beverage brand was established in 1882. Today the company’s product suite also includes beverages like Fanta, Sprite, Diet Coke, and Schweppes. Nowadays, due to the large value of its own assets, high profitability, a huge staff, and yield, the value of the brand «Coca-Cola» is estimated at $57,3 billion.
The headquarters is located in Atlanta, Georgia, USA.
Products: Electronics, household appliances, shipbuilding, aircraft engineering, finances, chemicals, and entertainment.
Samsung was established in South Korea in 1938. The company is globally known as a consumer electronics producer.
A little later, Sanyo merged with Samsung, which giving birth to Samsung Group. As a result, marketing approaches and company mission underwent changes. In 1980, the first models of Samsung air conditioners appeared in the market. This was the beginning of Samsung’s successful development in the European and Asian markets in the domain of climatic equipment manufacturing.
In 1983, Samsung company started production of personal computers. By 1991-1992 the development of the first product line of mobile phones was completed. In 1999, Samsung Electronics won Forbes Global magazine’s award in the category of consumer electronics manufacturing.
Nowadays, the Samsung Group has plenty of production lines for various kinds of products.
The company is headquartered in Suwon, the provincial capital of Gyeonggi-do, Republic of South Korea.
Industry: broadcasting, animation, movie making, and theme parks.
Products: feature-length animated cartoons.
The brand was created back in 1923 by Walt Disney and his brother Roy Disney. The brand started out as a small animation studio and is now one of the largest studios in Hollywood.
The company also owns 11 entertainment parks, 2 water parks and ABC, a major television and radio broadcasting network.
The headquarters and primary production facilities are located in Burbank, California, USA.
Industry: automobile manufacturing.
Toyota, a Japanese company, started its operation in 1924 and was founded by Sakichi Toyoda. It is interesting that initially he didn’t even engage in manufacturing of automobiles, but was producing weaving looms. His son, Kiichiro Toyoda, took an interest in automobile manufacturing and established that division with the funds received from selling a patent on an intelligent production machine.
Global annual sales of Toyota cars almost reached $249,9 bln. in 2017. At that time, car sales in Japan proper declined significantly, which is a testimony to the company’s activity in the global market.
The headquarters are located in Toyota, Aichi, Japan.
Products: fast food.
McDonald's, a worldwide chain of fast-food restaurants, now places 10th in the ranking of the most valuable brands. The company’s current estimated value amounts to $41,6 billion despite the fact that McDonald’s capitalization decreased by 11% as a result of a series of incidents that occurred in 2015.
The company was founded in 1940 by two brothers, Mac and Dick McDonalds, who opened their first restaurant in San Bernardino, California.
Today McDonald’s employs over 1,800,000 people.
#11 – #30 most valuable brands list
|12||General Electric||$37.2 bln.||Conglomerate|
|13||Mercedes-Benz||$34.4 bln.||Automobile industry|
|15||Louis Vuitton||$33.6 bln.||Luxury|
|20||BMW||$31.3 bln.||Automobile industry|
|22||Marlboro||$26.6 bln.||Tobacco industry|
|24||Honda||$25.5 bln.||Automobile industry|
|25||Budweiser||$25.4 bln.||Alcohol industry|
|27||Visa||$24.5 bln.||Financial services|
|28||American Express||$23.1 bln.||Financial services|
|29||Pepsi||$18.4 bln.||Beverage industry|
|30||L’Oréal||$17.2 bln.||Consumer goods|
*Some data may not be accurate for lack of or limited access to published reports in recent periods.
How is a brand value estimated?
There are different ways to estimate a brand value, but many of them are controversial. Everyone understands the concept of value in his/her own manner, so estimation is generally subjective.
Popular methods and approaches to estimation of the brand value are as follows:
Total Costs. The brand is estimated based on the sum of all costs incurred to build the brand since its creation. Those may include advertising costs, costs for assets purchase, employee salaries, etc. After adjusting the annual values for inflation, the obtained sum shall stand for the real value of the brand.
Note that the resulting value will reflect only the cost of branding, and owners of the brand will usually not be willing to sell it at the calculated cost.
Market Value. This is the easiest method of estimation. We simply multiply the number of issued shares by their current market price. By the way, we have a list of the most expensive shares in the world.
The drawback of this method is the following: stock prices change rather fast, the brand value drops significantly during a crisis and, on the contrary, an asset might be overvalued by investors.
Income. The essence of the method is that future net income, which is directly related to the brand, is calculated to estimate the value of the brand at the moment.
The methods described above generate raw data, so in this article, we have used data on valuea according to the online edition of Forbes.