The researchers looked at three components to determine the 2017 value of each brand: (1) the financial performance of branded products and services; (2) the role the brand plays in influencing customer choice; and (3) the strength the brand has to command a premium price or secure earnings for the company.
Apple and Google have held the top two positions for five consecutive years.
The researchers estimate that Apple’s brand value grew 3% over the past year, to $184 billion; they estimate Google’s brand value grew 6%, to $141 billion.
Microsoft is ranked as the third most-valuable brand, followed by Coca-Cola, Amazon, Samsung, Toyota, Facebook, Mercedes-Benz, and IBM.
Facebook brand is the fastest-growing one, for the second year in the row. The researchers estimate Facebook's brand value jumped by 48% this year, to $48 billion.
About the research: The annual report was based on an analysis of major brands around the world.