Amazon is the world's most valuable brand. With a brand value of nearly 188 billion US dollars, the online giant once again tops the latest Brand Finance ranking – ahead of Apple and Google. Compared to the previous year, Amazon increased its brand value by 24.6 percent.
Microsoft improved its position by two places and now ranks fourth, as the graphic shows. The strongest German brand in the Brand Finance ranking is Mercedes-Benz (US$60.4 billion).
Brand values are determined by the amount of license fees a company would have to pay if it did not own the brand.
Amazon is the most valuable brand in the world. With a brand value of almost 188 billion US dollars, the online giant is once again in first place in the current Brand Finance Ranking – ahead of Apple and Google. Compared to the previous year, Amazon was able to increase its brand value by 24.6 percent.
Microsoft was able to improve its position by two places and is now in 4th place, as the chart shows. The strongest German brand in the Brand Finance Ranking is Mercedes-Benz (USD 60.4 billion).
The brand values are determined by the amount of the license fee that a company would have to pay if it did not own the brand.
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