The top five are the same as last year: Apple, Google, Microsoft, Amazon, and Facebook. While the first four saw growth, Facebook's brand value declined 21% between fiscal 2018 and fiscal 2019.
In total, the top one hundred most valuable brands were worth $2.54 trillion, up from $2.33 trillion last year. Over half the brands were companies based in the United States, followed by ten from Germany, nine from France, six from Japan, and five from Switzerland. The tech sector accounted for twenty companies on list, followed fourteen from financial services, eleven from auto, and eight from retail.
“There’s a stickiness to brand value that’s pretty astounding when we think about it,” said Christie Nordhielm, a marketing professor at Georgetown University. “So at the same time that tech and the new brands are taking off, there is a stickiness to brand—both specific brands and corporate brands. And that ladders up to brand valuations, and sometimes that stickiness gives the false sense of security that can go badly. Just like everything we’re experiencing now, there is a lag effect.”
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