The world’s most valuable brands are dominated by American companies, with nine out of the top ten based in the world’s largest economy. But the list begins to look very different once you take into account factors such as margins, revenue per customer and loyalty etc.
| Rank | Brand | Brand Value | 1-Yr Value Change | Brand Revenue | Company Advertising | Industry | |
|---|---|---|---|---|---|---|---|
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#1 | Apple | $170 B | 10% | $214.2 B | $1.8 B | Technology |
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#2 | $101.8 B | 23% | $80.5 B | $3.9 B | Technology | |
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#3 | Microsoft | $87 B | 16% | $85.3 B | $1.6 B | Technology |
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#4 | $73.5 B | 40% | $25.6 B | $310 M | Technology | |
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#5 | Coca-Cola | $56.4 B | -4% | $23 B | $4 B | Beverages |
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#6 | Amazon | $54.1 B | 54% | $133 B | $5 B | Technology |
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#7 | Disney | $43.9 B | 11% | $30.7 B | $2.9 B | Leisure |
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#8 | Toyota | $41.1 B | -2% | $168.8 B | $4.3 B | Automotive |
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#9 | McDonald’s | $40.3 B | 3% | $85 B | $646 M | Restaurants |
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#10 | Samsung | $38.2 B | 6% | $166.7 B | $3.7 B | Technology |
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#11 | GE | $37.9 B | 3% | $100.3 B | – | Diversified |
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#12 | AT&T | $36.7 B | 12% | $163.8 B | $3.8 B | Telecom |
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#13 | IBM | $33.3 B | -20% | $79.9 B | $1.3 B | Technology |
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#14 | Intel | $31.4 B | 13% | $59.4 B | $1.8 B | Technology |
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#15 | Cisco | $30.7 B | 8% | $48.6 B | $186 M | Technology |
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#16 | NIKE | $29.6 B | 8% | $31.7 B | $3.3 B | Apparel |
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#17 | Mercedes-Benz | $29.2 B | 12% | $108.6 B | – | Automotive |
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#18 | Oracle | $29.2 B | 4% | $37.4 B | $68 M | Technology |
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#19 | Verizon | $28.9 B | 12% | $126 B | $2.7 B | Telecom |
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#20 | Louis Vuitton | $28.8 B | 6% | $9.9 B | $4.7 B | Luxury |
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#21 | BMW | $28.7 B | 0% | $83 B | – | Automotive |
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#22 | Budweiser | $24.6 B | 5% | $11.1 B | – | Alcohol |
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#23 | American Express | $24.5 B | 1% | $33.8 B | $3.7 B | Financial Services |
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#24 | Walmart | $24.1 B | -5% | $326.3 B | $2.9 B | Retail |
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#25 | Marlboro | $24.1 B | 10% | $23.8 B | $432 M | Tobacco |
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#26 | Honda | $24 B | -5% | $113.3 B | – | Automotive |
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#27 | SAP | $23.8 B | 10% | $25.9 B | – | Technology |
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#28 | Visa | $21.4 B | 11% | $15.1 B | – | Financial Services |
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#29 | Gillette | $19.2 B | -5% | $6.8 B | $7.2 B | Consumer Packaged Goods |
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#30 | Pepsi | $18.2 B | -6% | $9.5 B | $2.5 B | Beverages |
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#31 | Nescafe | $16.8 B | 3% | $8.9 B | – | Beverages |
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#32 | ESPN | $15.8 B | -7% | $11.8 B | $2.9 B | Media |
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#33 | L’Oréal | $15.6 B | 6% | $9.7 B | $8 B | Consumer Packaged Goods |
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#34 | Home Depot | $14.9 B | 9% | $94.6 B | $789 M | Retail |
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#35 | Starbucks | $14.9 B | 24% | $20.8 B | $249 M | Restaurants |
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#36 | H&M | $14.2 B | -11% | $21.6 B | – | Retail |
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#37 | Audi | $14.1 B | 0% | $57.6 B | – | Automotive |
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#38 | Accenture | $14 B | 8% | $35.7 B | $81 M | Business Services |
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#39 | Ford | $13.8 B | -2% | $146.3 B | $4.3 B | Automotive |
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#40 | Frito-Lay | $13.6 B | 1% | $11.2 B | $2.5 B | Consumer Packaged Goods |
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#41 | IKEA | $13.5 B | 14% | $37.3 B | – | Retail |
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#42 | HP | $13.2 B | -4% | $98.3 B | $586 M | Technology |
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#43 | Wells Fargo | $13.2 B | 4% | $94.2 B | $595 M | Financial Services |
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#44 | Hermès | $13 B | 11% | $5.5 B | $258 M | Luxury |
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#45 | UPS | $12.9 B | -1% | $60.9 B | – | Transportation |
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#46 | CVS | $12.9 B | 9% | $177.5 B | $216 M | Retail |
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#47 | Gucci | $12.7 B | 5% | $4.7 B | – | Luxury |
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#48 | Pampers | $11.6 B | 0% | $9 B | $7.2 B | Consumer Packaged Goods |
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#49 | Siemens | $11.5 B | 10% | $84.7 B | – | Diversified |
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#50 | HSBC | $11.4 B | -18% | $72.4 B | – | Financial Services |
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#51 | Zara | $11.3 B | 6% | $17.2 B | – | Retail |
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#52 | Mastercard | $11.3 B | 8% | $10.8 B | $811 M | Financial Services |
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#53 | J.P. Morgan | $11.2 B | 9% | $47.3 B | $2.9 B | Financial Services |
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#54 | Nestle | $11.2 B | -3% | $8.5 B | – | Consumer Packaged Goods |
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#55 | Ebay | $10.9 B | -3% | $8 B | $1.2 B | Technology |
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#56 | Fox | $10.7 B | -4% | $15.5 B | $2.4 B | Media |
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#57 | Chevrolet | $10.3 B | 5% | $84.4 B | $5.3 B | Automotive |
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#58 | Danone | $10.2 B | -4% | $10.2 B | – | Consumer Packaged Goods |
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#59 | Colgate | $9.8 B | 6% | $5.2 B | $1.4 B | Consumer Packaged Goods |
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#60 | Porsche | $9.6 B | 16% | $23.7 B | – | Automotive |
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#61 | Cartier | $9.3 B | -8% | $5.7 B | – | Luxury |
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#62 | Citi | $9.2 B | 12% | $84 B | $1.6 B | Financial Services |
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#63 | Kraft | $9.2 B | 1% | $6.7 B | $708 M | Consumer Packaged Goods |
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#64 | Lexus | $9.1 B | 1% | $21.7 B | $4.3 B | Automotive |
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#65 | Chase | $9.1 B | 7% | $52.4 B | $2.9 B | Financial Services |
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#66 | Bank of America | $9.1 B | 9% | $75.5 B | $1.7 B | Financial Services |
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#67 | Nissan | $9 B | 10% | $94.7 B | $26 M | Automotive |
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#68 | Hyundai | $8.9 B | 10% | $77.3 B | $1.8 B | Automotive |
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#69 | Rolex | $8.7 B | -1% | $4.5 B | – | Luxury |
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#70 | Red Bull | $8.7 B | 10% | $6.4 B | – | Beverages |
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#71 | Netflix | $8.5 B | 16% | $8.8 B | $842 M | Technology |
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#72 | Kellogg’s | $8.4 B | -7% | $6 B | $735 M | Consumer Packaged Goods |
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#73 | Sony | $8.3 B | 10% | $58.5 B | $4.2 B | Technology |
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#74 | Santander | $8.3 B | 3% | $45.3 B | $735 M | Financial Services |
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#75 | Adidas | $7.9 B | 14% | $17.4 B | $2.1 B | Apparel |
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#76 | LEGO | $7.9 B | 11% | $5.4 B | – | Leisure |
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#77 | BASF | $7.8 B | -2% | $61.2 B | – | Diversified |
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#78 | Heineken | $7.7 B | 8% | $5.3 B | – | Alcohol |
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#79 | T-Mobile | $7.6 B | 11% | $35.9 B | $1.7 B | Telecom |
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#80 | BBVA | $7.5 B | 10% | $44.8 B | $423 M | Financial Services |
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#81 | Corona | $7.5 B | 10% | $4.8 B | – | Alcohol |
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#82 | Caterpillar | $7.5 B | -11% | $38.5 B | – | Heavy Equipment |
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#83 | FedEx | $7.5 B | -3% | $57.6 B | $417 M | Transportation |
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#84 | Adobe | $7.4 B | 18% | $5.8 B | $136 M | Technology |
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#85 | Goldman Sachs | $7.4 B | 12% | $37.7 B | – | Financial Services |
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#86 | Lowe’s | $7.3 B | 16% | $65 B | $893 M | Retail |
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#87 | Chanel | $7.3 B | 2% | $5.1 B | – | Luxury |
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#88 | Huawei | $7.3 B | 9% | $75.5 B | – | Technology |
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#89 | Target | $7.3 B | 1% | $69.5 B | $1.5 B | Retail |
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#90 | Philips | $7.2 B | 6% | $26.1 B | $1.2 B | Diversified |
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#91 | Boeing | $7.1 B | 2% | $94.6 B | – | Aerospace |
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#92 | Subway | $7.1 B | 0% | $17 B | – | Restaurants |
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#93 | Lancome | $7.1 B | 7% | $4.7 B | $8 B | Consumer Packaged Goods |
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#94 | Hershey | $7 B | 4% | $4.7 B | $521 M | Consumer Packaged Goods |
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#95 | Costco | $7 B | 4% | $121.2 B | – | Retail |
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#96 | Walgreens | $7 B | 12% | $81.3 B | $598 M | Retail |
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#97 | Panasonic | $6.9 B | -3% | $63.9 B | – | Technology |
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#98 | Nivea | $6.9 B | 9% | $4.5 B | $1.6 B | Consumer Packaged Goods |
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#99 | Coach | $6.8 B | -8% | $4.5 B | $202 M | Luxury |
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#100 | Allianz | $6.8 B | -1% | $117.6 B | – | Financial Services |
Source: Forbes