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Google Overtakes Apple As World’s Most Valuable Brand

Google has been rated the most valuable brand in the world, with Apple losing the top spot for the first time in five years.

In research conducted by Brand Finance, Telstra was rated the most valuable brand in Australia, and ranked 125th globally

The annual Global 500 from Brand Finance list ranks brands according to their monetary value, with Google retaking the most valuable brand title after losing it to Apple in 2011.

“Apple has struggled to maintain its technological advantage,” said David Haigh, CEO of Brand Finance.

“New iterations of the iPhone have delivered diminishing returns and there are signs that the company has reached saturation point for its brand,” Mr Haigh added.

Amazon held its position in third place from last year, while AT&T, Microsoft, Samsung, Verizon, Walmart, Facebook and the Chinese bank ICBC rounded out the top ten.

Brand Finance’s Australia 100 list saw Telstra retain the ranking of the most valuable brand in the country, with Optus the next telco on the list in ninth place.

“It is testimony to Telstra’s brand strength that despite a decline of 18% in enterprise value, Telstra’s brand value has only decreased by 2%,” said Mark Crowe, Managing Director of Brand Finance Australia.

Woolworths fell from second place in 2016 to fifth place this year, while Coles has risen two positions to sixth place.


Bunnings was the next highest retailer in 20th place, with Kmart in 22nd, JB Hi-Fi in 24th, Harvey Norman in 30th, Target in 37th and IGA in 39th.

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