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In the latest brand report from Forbes, Apple is ranked the world’s most valuable brand again despite the company recording its first decline in revenue in 13 years during the second quarter. Apple has grabbed the top spot in the Forbes ranking every year since it began valuing the richest brands in 2010.  

  • Number 2 Google leapfrogged Microsoft this year and closed the gap on Apple with its brand increasing in value by 26 percent to $82.5 billion. Apple’s brand value rose 6% percent from last year's assessment.
  • Rounding out the top five are Microsoft ($75.2 billion), Coca-Cola ($58.5 billion), and Facebook ($52.6 billion).  

Forbes evaluated more than 200 global brands to determine the final list of the world’s 100 most valuable brands. The brands were required to have more than a token presence in the US, which knocked out some big names, including the multinational telecom giant Vodafone and Chinese e-commerce company Alibaba. Forbes valued the brands based on the most recent three years of earnings and allocated a percentage of those earnings based on the role brands play in each industry, e.g., high for luxury goods and beverages, low for airlines and oil companies.

  • The 100 most valuable brands spanned 16 countries and crossed 19 broad industry categories. 
  • Brands from US-based companies made up just over half of the list with 52 brands. Companies based in Germany (11 brands), Japan (8) and France (6) also made a strong showing. 
  • Tech brands show up most frequently in the rankings with 17 making the top 100, including the top three spots in this year's ranking. Financial services companies landed 13 brands in the top 100, led by American Express at number 24. Other big industries included automotive (12) and consumer packaged goods (10), followed by luxury and retail, each of which secured eight spots.
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