The most valuable brand in the world is no longer Google, with Amazon taking top spot in a long-running global ranking of the top companies.
The global search giant fell to third place in 2018 on the Brand Finance Global 500 report, despite increasing its brand value by more than $US11 billion ($13.7 billion), leaving it tens of billions of dollars behind retail giant Amazon and tech company Apple.
Apple increased its brand value by almost $US40 billion over the year to $US146 billion and Amazon jumped about 40 per cent to a $US151 billion ($187.5 billion) value.
Amazon, which launched in Australia in December, has been given the permission of stakeholders to “extend relentlessly into new sectors and geographies”, Brand Finance chief executive David Haigh said.
This is the first year since the study began in 2007 that all top five companies have been in the technology sector. The ranking estimates the net economic benefit the company owner would achieve by licensing its brand.
|Ranking||Brand value ($US million)|