The world ranking of the most expensive brands is published annually by Forbes magazine. Today we present an alternative list of the 100 Most Valuable Brands of 2017 by Brand Finance.
Brand Finance was founded in 1996 in London and is the world's leading independent brand capitalization consultancy.
The new 2017 list includes the 500 largest companies in the world. Google took first place for the first time in years, displacing Apple.
According to the results of the past year, Google shares showed an increase of 24% ($ 109 billion), while Apple's fell by 27% ($ 107 billion). Analysts at Brand Finance point to Apple's loss of the ability to maintain its technological edge, while Google has shown growth associated with increased online ad budgets.
The largest growth in value was shown by Chinese brands. The most famous Chinese firm Alibaba Group grew by 94% ($ 35 billion), and the Internet provider Tencent increased its capitalization by 124% ($ 22 billion).
A very unfortunate year for Coca-Cola, the company lost 16 positions in the rating ($ 32 billion) and is now far from the Top 10.
The most expensive brands in the world 2017 (Table)
