The US company Apple is the most valuable brand in the world. This emerges from a study published on Tuesday by the brokerage firm Brand Finance. In second and third place are Amazon and Google, also based in the USA.
“A brand is first of all an intangible asset, we try to give it a value,” said the general manager of Brand Finance, Bertrand Chovet, to the news agency AFP. The basis for this is on the one hand the profit prospects, on the other hand other parameters such as investments or the reputation of the brand.
According to the information, iPhone manufacturer Apple achieved the top spot for the first time after its top placement in 2016. The main reason for this is the company's successful diversification strategy. According to Brand Finance, the brand value rose by 87 percent to 263.4 billion US dollars (around 217 billion euros).
In general, technology companies have come through the corona crisis relatively well so far, it said. This applies in particular to the online trading platform Amazon, which even grew massively during the pandemic. Companies such as Google or the streaming service Netflix would also have benefited significantly. In contrast, companies in the travel and tourism sector, including airlines, performed worse.
