Forbes magazine has released an annual survey of the world's most valuable brands in 2016. What makes one brand more expensive than another? According to David Raibsteen, professor of marketing and branding at the Wharton School of Pennsylvania, it's all about consumer perception. If customers are willing to pay a higher price for a particular brand's products, or if they prefer their products, this increases the brand's value.
Here are the top 10 most expensive brand names in the world topping the rankings.
10. General Electric
Estimated at $ 36.7 billion.
One of the most expensive and oldest brands on the list. It was founded on April 15, 1892 - 124 years ago. General Electric now has interests in a variety of industries: oil and gas, healthcare, aviation, transportation, energy management, software development, financial services, wind turbines, electric motors, weapons, household appliances, mechanical engineering and pharmaceuticals.
9. McDonald's
Worth $ 39.1 billion.
The only global food franchise. Representative offices of the company are located in almost all major cities of the world. McDonald’s attracts children in every possible way with the help of children's menus and toys, special playgrounds, small bonuses, because they understand that children will bring their parents to the poppy.
8. Disney
Brand value - $ 39.5 billion.
Surely you have at least once watched a film of this company, or played with toys produced by it or visited Disneyland. Disney is wonderful childhood memories that you want to pass on to the next generation.
7. IBM
Estimated at $ 41.4 billion.
One of the most recognized companies in the technology sector. Its full name is International Business Machines Corporation. IBM currently focuses on computer software, hardware, IT services, and IT consulting.
6. Toyota
Brand price - 42.1 billion dollars.
As of February 2016, it is the 13th largest company in the world. In addition to cars, Toyota is engaged in banking, leasing and financing. It is also the first company to produce over ten million most coveted cars annually.
5. Facebook
Cost - $ 52.6 billion.
Demonstrates staggering growth in brand name value (44%). The average user spends 50 minutes a day browsing Facebook. That's more time than the average person spends reading (19 minutes), exercise or sports (17 minutes), and socializing (4 minutes) combined.
4. Coca-Cola
Brand price - 58.5 billion dollars.
A headache medicine called Coca-Cola was created by pharmacist John Pemberton in 1865. Aza Griggs Candler later bought the rights to it and introduced Coca-Cola (already as a soft drink) to the world on May 8, 1886. Until now, the formula of this drink is kept secret.
3. Microsoft
Brand value - $ 75.2 billion
Microsoft has managed to raise its profile in the eyes of its customers with a host of new products, including Windows 10, Surface Pro 4, and Surface Book. The tech giant has invested heavily in its cloud services, which are quickly becoming its largest “money provider,” and expanded its retail strategy by opening a flagship store in New York in 2015.
2. Google
Estimated at $ 82.5 billion.
The brand value has jumped 26% this year. Internet users are still far more likely to use the Google search engine than Bing or other alternatives.We can say that the term "Google" has become synonymous with web search.
1. Apple
The cost is $ 154.1 billion.
Forbes began ranking the world's most valuable brands in 2010, and Apple still tops it six times in a row. Despite a drop in its revenues (for the first time in 13 years) due to lower sales top smartphones iPhone, iMac computers and products from the iPad line, the company will not have to struggle from bread to cola for a long time.