Apple Reclaims No.1 Spot in Global 'Brand Value' Rankings... "A Brand Worth 1223 Trillion Won"

Regains 1st Place After 6 Years Since 2015
Amazon Drops to 3rd Place
Louis Vuitton the Only Luxury Brand to Enter Top 10

[Image source=Reuters Yonhap News]

[Asia Economy Reporter Kim Hyunjung] Apple has overtaken Amazon to reclaim the title of 'the world's most valuable brand.'

On the 15th (local time), Bloomberg News cited the survey results from marketing research firm Kantar BrandZ, reporting that Apple surpassed its competitor Amazon to record the highest brand value for the first time in six years since 2015. Kantar's survey quantifies the influence of a brand on a company's market value and revenue-generating ability.

The brand value of Apple, the manufacturer of the iPhone, surged 55% compared to last year to reach $947 billion (approximately 1,223 trillion 50.5 billion KRW), significantly surpassing Google, which ranked 2nd with $820 billion. Amazon, which was 1st last year, ranked 3rd with a brand value of $706 billion.

Microsoft (MS) followed with $611 billion, Tencent with $214 billion, McDonald's with $197 billion, and Visa with $191 billion. Facebook ($186 billion), Alibaba ($170 billion), and Louis Vuitton ($124 billion) also made it into the top 10.

Chinese companies saw a decline in brand value compared to last year. Tencent slipped about 11%, and Alibaba about 14%. Additionally, Facebook's value decreased by 18%.

Source: Kantar website

Louis Vuitton, owned by the global luxury group Louis Vuitton Mo?t Hennessy (LVMH), became the first luxury brand to enter the top 10, with its value increasing by 64% year-on-year despite consumers not fully recovering their spending after the COVID-19 pandemic.

Apple secured nearly 800 million subscribers for its services, including entertainment and cloud, in 2021, and this year, the film "CODA" became the first movie to win the Academy Award for Best Picture through a streaming service. However, its stock price has fallen about 25% this year.

Kantar also selected and revealed the top brands by category. In the alcohol sector, China's Maotai ($103.3 billion); apparel, Nike ($109.6 billion); banking, Wells Fargo ($43 billion); business solutions and technology providers, MS; automotive, Tesla ($75.9 billion); consumer technology, Apple; fast food, McDonald's; food and beverage, Coca-Cola ($89.9 billion); luxury brands, Louis Vuitton; media and entertainment, Google; personal care, L'Or?al Paris ($47.4 billion); retail, Amazon; and telecommunications providers, Verizon ($101.9 billion) each ranked first in their respective categories.