Google, Apple, Microsoft, Amazon and Facebook lead most valuable global brands

Google, Apple, Microsoft, Amazon and Facebook are among the five most expensive brands in the world. This is evidenced by the annual joint report of British companies WPP and Kantar Millward Brown with the title The BrandZ Global Top 100.

The three leaders this year remained unchanged, Amazon managed to improve its performance and rise from the seventh to fourth place, and Facebook maintained its position. The revenue of the above-mentioned companies is 25% of the income of all 100 enterprises included in the rating. The aggregate value of the brands participating in the survey increased by 8%, from $ 3.4 trillion in 2016 to $ 3.6 trillion in 2017.

"In the ranking of The BrandZ Global Top 100, the Internet giants that dominate the world from the very first day and are built on powerful and innovative platforms are dominant," said Peter Walsh, BrandZ head of Kantar Millward Brown.

In the course of the survey, analysts interviewed more than three million customers around the world about their attitude to about 120,000 brands represented in 50 markets around the world. In addition, various financial and business indicators of companies were taken into account.

Established in 1971, WPP works in the field of advertising and public relations. She owns the firm Kantar Millward Brown, which is engaged in research of brands and provides consulting services in the field of branding strategies, development and optimization of advertising and the study of brand equity.

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