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The US company Apple is the most valuable brand in the world. This is the result of a study published on Tuesday by the brokerage firm Brand Finance.
According to the study, Amazon and Google, also based in the U.S., follow in second and third place. “A brand is first of all an intangible asset, we try to give it a value,” the director general of Brand Finance, Bertrand Chovet, told the AFP news agency in this regard. The basis for this, he said, is on the one hand the profit prospects, and on the other hand other parameters such as investments or the reputation of the brand.
IT company Apple reportedly reached the top spot for the first time again after its top ranking in 2016, primarily due to the company’s successful diversification strategy. Brand value rose 87 percent to $263.4 billion (about 217 billion euros), according to Brand Finance.
In general, technology companies have come through the corona crisis relatively well so far, it added. This is particularly true for the online trading platform Amazon, which has even seen massive growth during the pandemic. However, companies such as Google and the streaming service Netflix also benefited significantly. By contrast, companies in the travel and tourism industry, including airlines, fared worse.
- source: k.at/picture: pixabay.com
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