Having a strong brand recognition can help sell products or services. But certain brands have become much more than that — they have become so ubiquitous that they are an integral part of the lives of millions worldwide.
It can be hard to precisely measure the full value of a high quality brand, but it goes far beyond just a familiar logo and the product or service. Companies spend enormous amounts of money, time, and energy to ensure their brands are not just well known, but also well liked, and therefore more profitable.
24/7 Wall St. reviewed Interbrand’s Best Global Brands report for 2018 to determine the most valuable brands in the world. Interbrand, a brand consultant group, evaluates global brands based on a range of factors, including how well a brand is known, how well it is regarded, and how much it contributes to the parent company’s financial success. Revenue figures represent the most recent fiscal year reported. We converted some revenue figures from foreign companies into U.S. dollars. The exchange rate is as of Oct. 7, 2019.
To maintain a strong brand, companies must offer high-quality products and good customer service while also avoiding misconduct and scandals that could drive customers elsewhere. Wells Fargo was recently caught creating fake bank accounts and enrolling customers in programs they did not sign up for. The scandal, which unfolded over several years, contributed to a 12% drop in the bank’s second quarter profits in 2018. These are America’s most hated companies.
The most valuable brands represent a wide array of different products and services like food and drinks, luxury goods, cars, and financial services. It is tech companies, however, that have emerged as the dominant sector, representing each of the top four brands, as well as five of the top 10 most valuable brands in the world. Companies are racing to make the next big breakthroughs in technology, particularly AI, or artificial intelligence. The companies that can most efficiently create machines that will automatically take care of jobs that used to require hours of manual labor will have businesses lining up for their services. These are the companies leading the AI revolution.
Click here to see the 100 most valuable brands in the world
Source: Sandra Mu / Getty Images
100. Subaru
> Brand value: $4.2 billion
> 1-year change in value: N/A
> Parent company: Subaru Corporation
> Parent company revenue: $31.8 billion
> Industry: Automotive
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Source: Sean Gallup / Getty Images
99. Nintendo
> Brand value: $4.7 billion
> 1-year change in value: N/A
> Parent company: Nintendo Co., Ltd
> Parent company revenue: $10.9 billion
> Industry: Electronics
Source: Photo by E. Charbonneau / WireImage for Bragman Nyman Cafarelli
98. Hennessy
> Brand value: $4.7 billion
> 1-year change in value: N/A
> Parent company: LVMH Moet Hennessy Louis Vuitton SE
> Parent company revenue: $51.4 billion
> Industry: Alcohol
Source: Guido De Bortoli / Getty Images
97. Johnnie Walker
> Brand value: $4.7 billion
> 1-year change in value: +7%
> Parent company: Diageo Plc
> Parent company revenue: $23.8 billion
> Industry: Alcohol
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96. Sprite
> Brand value: $4.7 billion
> 1-year change in value: -2%
> Parent company: The Coca-Cola Company
> Parent company revenue: $31.9 billion
> Industry: Beverages
Source: Franco Origlia / Getty Images
95. Prada
> Brand value: $4.8 billion
> 1-year change in value: +2%
> Parent company: PRADA S.P.A.
> Parent company revenue: $3.5 billion
> Industry: Luxury
Source: Getty Images / Getty Images
94. Burberry
> Brand value: $5.0 billion
> 1-year change in value: -3%
> Parent company: Burberry Group plc
> Parent company revenue: $3.3 billion
> Industry: Luxury
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Source: Scott Olson / Getty Images
93. Harley-Davidson
> Brand value: $5.2 billion
> 1-year change in value: -9%
> Parent company: Harley-Davidson, Inc.
> Parent company revenue: $5.8 billion
> Industry: Automotive
Source: Spencer Platt / Getty Images
92. Spotify
> Brand value: $5.2 billion
> 1-year change in value: N/A
> Parent company: Spotify Technology S.A.
> Parent company revenue: $5.8 billion
> Industry: Media
91. Dior
> Brand value: $5.2 billion
> 1-year change in value: +14%
> Parent company: Arnault Family Group
> Parent company revenue: $51.4 billion
> Industry: Luxury
Source: Courtesy of miniusa.com
90. MINI
> Brand value: $5.3 billion
> 1-year change in value: +3%
> Parent company: Bayerische Motoren Werke AG (BMW Group)
> Parent company revenue: $107.0 billion
> Industry: Automotive
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Source: Justin Sullivan / Getty Images
89. Shell
> Brand value: $5.3 billion
> 1-year change in value: +9%
> Parent company: Royal Dutch Shell plc
> Parent company revenue: $388.4 billion
> Industry: Energy
Source: Mark Hirsch / Getty Images
88. John Deere
> Brand value: $5.4 billion
> 1-year change in value: +12%
> Parent company: Deere & Company
> Parent company revenue: $37.4 billion
> Industry: Diversified
Source: Getty Images / Getty Images
87. Heineken
> Brand value: $5.4 billion
> 1-year change in value: +4%
> Parent company: Heineken Holding N.V.
> Parent company revenue: $24.7 billion
> Industry: Alcohol
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Source: Justin Sullivan / Getty Images
86. KFC
> Brand value: $5.5 billion
> 1-year change in value: +3%
> Parent company: Yum! Brands, Inc.
> Parent company revenue: $5.7 billion
> Industry: Restaurants
Source: Scott Olson / Getty Images
85. Corona
> Brand value: $5.5 billion
> 1-year change in value: +16%
> Parent company: Constellation Brands, Inc.
> Parent company revenue: $8.1 billion
> Industry: Alcohol
Source: Stephen Lovekin / Getty Images
84. Jack Daniel’s
> Brand value: $5.6 billion
> 1-year change in value: +6%
> Parent company: Brown-Forman Corporation
> Parent company revenue: $3.3 billion
> Industry: Alcohol
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Source: Chris Hondros / Getty Images
83. Tiffany & Co.
> Brand value: $5.6 billion
> 1-year change in value: +5%
> Parent company: Tiffany & Co.
> Parent company revenue: $4.4 billion
> Industry: Luxury
Source: Scott Olson / Getty Images
82. Caterpillar
> Brand value: $5.7 billion
> 1-year change in value: +18%
> Parent company: Caterpillar Inc.
> Parent company revenue: $54.7 billion
> Industry: Diversified
Source: Photo by Luis Ascui / Discovery Channel via Getty Images
81. Discovery
> Brand value: $5.8 billion
> 1-year change in value: +6%
> Parent company: Discovery, Inc.
> Parent company revenue: $10.6 billion
> Industry: Media
Source: Harold Cunningham / Getty Images
80. Ferrari
> Brand value: $5.8 billion
> 1-year change in value: +18%
> Parent company: Ferrari N.V.
> Parent company revenue: $3.8 billion
> Industry: Automotive
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Source: Sean Gallup / Getty Images
79. DHL
> Brand value: $5.9 billion
> 1-year change in value: +3%
> Parent company: Deutsche Post DHL Group
> Parent company revenue: $67.6 billion
> Industry: Logistics
Source: Courtesy of landroverusa.com
78. Land Rover
> Brand value: $6.2 billion
> 1-year change in value: +2%
> Parent company: Jaguar Land Rover Automotive PLC
> Parent company revenue: $29.8 billion
> Industry: Automotive
Source: Chris Hondros / Getty Images
77. Johnson & Johnson
> Brand value: $6.2 billion
> 1-year change in value: +3%
> Parent company: Johnson & Johnson
> Parent company revenue: $81.6 billion
> Industry: Fast-moving consumer goods
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Source: David Becker / Getty Images
76. Panasonic
> Brand value: $6.3 billion
> 1-year change in value: +5%
> Parent company: Panasonic Corporation
> Parent company revenue: $74.5 billion
> Industry: Electronics
Source: Jerod Harris / Getty Images for i.amPULS
75. Salesforce.com
> Brand value: $6.4 billion
> 1-year change in value: +23%
> Parent company: salesforce.com, inc.
> Parent company revenue: $13.3 billion
> Industry: Business services
Source: Dan Kitwood / Getty Images
74. LEGO
> Brand value: $6.5 billion
> 1-year change in value: -7%
> Parent company: LEGO Group
> Parent company revenue: $5.3 billion
> Industry: Fast-moving consumer goods
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Source: Justin Sullivan / Getty Images
73. PayPal
> Brand value: $6.6 billion
> 1-year change in value: +22%
> Parent company: PayPal Holdings, Inc.
> Parent company revenue: $15.4 billion
> Industry: Financial services
Source: Justin Sullivan / Getty Images
72. FedEx
> Brand value: $6.9 billion
> 1-year change in value: +10%
> Parent company: FedEx Corporation
> Parent company revenue: $69.7 billion
> Industry: Logistics
Source: dogayusufdokdok / Getty Images
71. Kia
> Brand value: $6.9 billion
> 1-year change in value: +4%
> Parent company: Hyundai Motor Group
> Parent company revenue: $98.8 billion
> Industry: Automotive
Source: TARIK KIZILKAYA / Getty Images
70. Mastercard
> Brand value: $7.5 billion
> 1-year change in value: +19%
> Parent company: Mastercard Inc.
> Parent company revenue: $15.0 billion
> Industry: Financial services
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Source: Pablo Blazquez Dominguez / Getty Images
69. Banco Santander
> Brand value: $7.5 billion
> 1-year change in value: +13%
> Parent company: Banco Santander, S.A.
> Parent company revenue: $53.1 Billion
> Industry: Financial services
Source: Kevin Frayer / Getty Images
68. Huawei
> Brand value: $7.6 billion
> 1-year change in value: +14%
> Parent company: Huawei Investment & Holding Co., Ltd
> Parent company revenue: $100.9 billion
> Industry: Technology
Source: China Photos / Getty Images
67. Cartier
> Brand value: $7.6 billion
> 1-year change in value: +1%
> Parent company: Cie Financiere Richemont SA
> Parent company revenue: $15.4 billion
> Industry: Luxury
66. Netflix
> Brand value: $8.1 billion
> 1-year change in value: +45%
> Parent company: Netflix, Inc.
> Parent company revenue: $15.8 billion
> Industry: Media
Source: Justin Sullivan / Getty Images
65. Hewlett Packard Enterprise
> Brand value: $8.2 billion
> 1-year change in value: -9%
> Parent company: Hewlett Packard Enterprise Company
> Parent company revenue: $30.9 billion
> Industry: Business services
Source: Scott Olson / Getty Images
64. Colgate
> Brand value: $8.7 billion
> 1-year change in value: +4%
> Parent company: Colgate-Palmolive Company
> Parent company revenue: $15.5 billion
> Industry: Fast-moving consumer goods
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Source: Stephen Chernin / Getty Images
63. Morgan Stanley
> Brand value: $8.8 billion
> 1-year change in value: +7%
> Parent company: Morgan Stanley
> Parent company revenue: $40.1 billion
> Industry: Financial services
Source: Justin Sullivan / Getty Images
62. Nestlé
> Brand value: $8.9 billion
> 1-year change in value: +2%
> Parent company: Nestlé Group
> Parent company revenue: $91.9 billion
> Industry: Fast-moving consumer goods
Source: Justin Sullivan / Getty Images
61. Visa
> Brand value: $9.0 billion
> 1-year change in value: +15%
> Parent company: Visa Inc.
> Parent company revenue: $20.6 billion
> Industry: Financial services
Source: Wolterk / iStock
60. 3M
> Brand value: $9.1 billion
> 1-year change in value: +2%
> Parent company: 3M Company
> Parent company revenue: $32.7 billion
> Industry: Diversified
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Source: David Becker / Getty Images
59. Sony
> Brand value: $9.3 billion
> 1-year change in value: +10%
> Parent company: Sony Corporation
> Parent company revenue: $80.7 billion
> Industry: Electronics
58. Danone
> Brand value: $9.5 billion
> 1-year change in value: +2%
> Parent company: Group Danone
> Parent company revenue: $27.1 billion
> Industry: Fast-moving consumer goods
Source: Chung Sung-Jun / Getty Images
57. Starbucks
> Brand value: $9.6 billion
> 1-year change in value: +10%
> Parent company: Starbucks Corporation
> Parent company revenue: $24.7 billion
> Industry: Restaurants
Source: Lennart Preiss / Getty Images
56. Siemens
> Brand value: $10.1 billion
> 1-year change in value: +1%
> Parent company: Siemens Group
> Parent company revenue: $13.7 billion
> Industry: Diversified
55. Canon
> Brand value: $10.4 billion
> 1-year change in value: +6%
> Parent company: Canon Inc.
> Parent company revenue: $36.9 billion
> Industry: Electronics
Source: Justin Sullivan / Getty Images
54. HP
> Brand value: $10.4 billion
> 1-year change in value: +9%
> Parent company: Hewlett Packard Enterprise Company
> Parent company revenue: $30.8 billion
> Industry: Electronics
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Source: Getty Images / Getty Images
53. Kellogg’s
> Brand value: $10.6 billion
> 1-year change in value: -3%
> Parent company: Kellogg Company
> Parent company revenue: $13.5 billion
> Industry: Fast-moving consumer goods
Source: Sean Gallup / Getty Images
52. Porsche
> Brand value: $10.7 billion
> 1-year change in value: +6%
> Parent company: Volkswagen Group
> Parent company revenue: $259.0 billion
> Industry: Automotive
Source: Robert Giroux / Getty Images
51. Adobe
> Brand value: $10.7 billion
> 1-year change in value: +19%
> Parent company: Adobe Inc.
> Parent company revenue: $9.0 billion
> Industry: Business services
Source: Jonathan Leibson / Getty Images
50. adidas
> Brand value: $10.8 billion
> 1-year change in value: +17%
> Parent company: adidas AG
> Parent company revenue: $24.1 billion
> Industry: Sporting goods
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Source: Sean Gallup / Getty Images
49. Allianz
> Brand value: $10.8 billion
> 1-year change in value: +8%
> Parent company: Allianz SE
> Parent company revenue: $143.5 billion
> Industry: Financial services
Source: Gareth Cattermole / Getty Images
48. L’Oréal
> Brand value: $11.1 billion
> 1-year change in value: +4%
> Parent company: Nestlé Group
> Parent company revenue: $91.8 million
> Industry: Fast-moving consumer goods
Source: Photo by English Heritage / Heritage Images / Getty Images
47. AXA
> Brand value: $11.1 billion
> 1-year change in value: –%
> Parent company: AXA Equitable Holdings, Inc.
> Parent company revenue: $3.4 billion
> Industry: Financial services
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Source: Matt Cardy / Getty Images
46. HSBC
> Brand value: $11.2 billion
> 1-year change in value: +6%
> Parent company: HSBC Holdings plc
> Parent company revenue: $53.9 billion
> Industry: Financial services
Source: carterdayne / Getty Images
45. Citi
> Brand value: $11.6 billion
> 1-year change in value: +9%
> Parent company: Citigroup Inc.
> Parent company revenue: $72.9 billion
> Industry: Financial services
Source: Mario Tama / Getty Images
44. Goldman Sachs
> Brand value: $11.8 billion
> 1-year change in value: +8%
> Parent company: The Goldman Sachs Group, Inc.
> Parent company revenue: $36.6 billion
> Industry: Financial services
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Source: Sean Gallup / Getty Images
43. Philips
> Brand value: $12.1 billion
> 1-year change in value: +5%
> Parent company: Koninklijke Philips N.V.
> Parent company revenue: $19.9 billion
> Industry: Electronics
Source: Sascha Schuermann / Getty Images
42. Audi
> Brand value: $12.2 billion
> 1-year change in value: +1%
> Parent company: Volkswagen AG
> Parent company revenue: $259.0 billion
> Industry: Automotive
Source: Alexander Koerner / Getty Images
41. Volkswagen
> Brand value: $12.2 billion
> 1-year change in value: +6%
> Parent company: Volkswagen AG
> Parent company revenue: $259.0 billion
> Industry: Automotive
Source: Junko Kimura / Getty Images
40. Nissan
> Brand value: $12.2 billion
> 1-year change in value: +6%
> Parent company: Nissan Motor Corporation
> Parent company revenue: $63.1 billion
> Industry: Automotive
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Source: Vittorio Zunino Celotto / Getty Images
39. Gucci
> Brand value: $12.9 billion
> 1-year change in value: +30%
> Parent company: Kering S.A.
> Parent company revenue: $15.0 billion
> Industry: Luxury
Source: Justin Sullivan / Getty Images
38. eBay
> Brand value: $13.0 billion
> 1-year change in value: -2%
> Parent company: eBay Inc.
> Parent company revenue: $10.7 billion
> Industry: Retail
Source: Drew Angerer / Getty Images
37. NESCAFÉ
> Brand value: $13.1 billion
> 1-year change in value: +3%
> Parent company: Nestle Group
> Parent company revenue: $91.8 million
> Industry: Beverages
Source: Tim Boyle / Getty Images
36. Hyundai
> Brand value: $13.5 billion
> 1-year change in value: +3%
> Parent company: Hyundai Motor Group
> Parent company revenue: $98.8 billion
> Industry: Automotive
Source: Carl Court / Getty Images
35. Ford
> Brand value: $14.0 billion
> 1-year change in value: +3%
> Parent company: Ford Motor Company
> Parent company revenue: $160.3 billion
> Industry: Automotive
Source: Michael Gray / Flickr
34. Accenture
> Brand value: $14.2 billion
> 1-year change in value: +14%
> Parent company: Accenture plc
> Parent company revenue: $39.6 billion
> Industry: Business services
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Source: Spencer Platt / Getty Images
33. Budweiser
> Brand value: $15.6 billion
> 1-year change in value: +2%
> Parent company: Anheuser-Busch InBev SA/NV
> Parent company revenue: $54.6 billion
> Industry: Alcohol
Source: Dimitrios Kambouris / Getty Images
32. Hermès
> Brand value: $16.4 billion
> 1-year change in value: +15%
> Parent company: Hermès International
> Parent company revenue: $6.6 billion
> Industry: Luxury
Source: ParentingPatch / Wikimedia Commons
31. Pampers
> Brand value: $16.6 billion
> 1-year change in value: +1%
> Parent company: The Procter & Gamble Company
> Parent company revenue: $67.7 billion
> Industry: Fast-moving consumer goods
Source: Sean Gallup / Getty Images
30. H&M
> Brand value: $16.8 billion
> 1-year change in value: -18%
> Parent company: Hennes & Mauritz AB
> Parent company revenue: $21.2 billion
> Industry: Apparel
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Source: Ron Wurzer / Getty Images
29. UPS
> Brand value: $16.8 billion
> 1-year change in value: +3%
> Parent company: United Parcel Service, Inc.
> Parent company revenue: $71.9 billion
> Industry: Logistics
Source: Photo by Jodi Hilton / Getty Images
28. Gillette
> Brand value: $16.9 billion
> 1-year change in value: -7%
> Parent company: The Procter & Gamble Company
> Parent company revenue: $67.7 billion
> Industry: Fast-moving consumer goods
Source: Stephen Chernin / Getty Images
27. IKEA
> Brand value: $17.5 billion
> 1-year change in value: -5%
> Parent company: Ingka Group
> Parent company revenue: $40.7 billion
> Industry: Retail
Source: Justin Sullivan / Getty Images
26. J.P. Morgan
> Brand value: $17.6 billion
> 1-year change in value: +12%
> Parent company: JPMorgan Chase & Co.
> Parent company revenue: $109.0 billion
> Industry: Financial services
Source: Cameron Spencer / Getty Images
25. Zara
> Brand value: $17.7 billion
> 1-year change in value: -5%
> Parent company: Inditex Group
> Parent company revenue: $28.7 billion
> Industry: Apparel
Source: magnez2 / Getty Images
24. American Express
> Brand value: $19.1 billion
> 1-year change in value: +8%
> Parent company: American Express Company
> Parent company revenue: $40.3 billion
> Industry: Financial services
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23. Chanel
> Brand value: $20.0 billion
> 1-year change in value: N/A
> Parent company: Chanel S.A.
> Parent company revenue: $11.1 billion
> Industry: Luxury
Source: Tim Boyle / Getty Images
22. Pepsi
> Brand value: $20.8 billion
> 1-year change in value: +2%
> Parent company: PepsiCo, Inc.
> Parent company revenue: $64.7 billion
> Industry: Beverages
Source: Thomas Lohnes / Getty Images
21. SAP
> Brand value: $22.9 billion
> 1-year change in value: +1%
> Parent company: SAP SE
> Parent company revenue: $27.1 billion
> Industry: Business services
Source: Courtesy of American Honda Motor Co
20. Honda
> Brand value: $23.7 billion
> 1-year change in value: +4%
> Parent company: Honda Motor Co., LTD.
> Parent company revenue: $148.6 billion
> Industry: Automotive
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Source: Håkan Dahlström / Wikimedia Commons
19. Oracle
> Brand value: $26.1 billion
> 1-year change in value: -5%
> Parent company: Oracle Corporation
> Parent company revenue: $39.5 billion
> Industry: Business services
18. Louis Vuitton
> Brand value: $28.2 billion
> 1-year change in value: +23%
> Parent company: LVMH Moet Hennessy
> Parent company revenue: $51.4 billion
> Industry: Luxury
Source: Spencer Platt / Getty Images
17. Nike
> Brand value: $30.1 billion
> 1-year change in value: +11%
> Parent company: Nike, Inc.
> Parent company revenue: $39.1 billion
> Industry: Sporting goods
Source: Mike Simons / Getty Images
16. GE
> Brand value: $32.8 billion
> 1-year change in value: -26%
> Parent company: General Electric Company
> Parent company revenue: $121.6 billion
> Industry: Diversified
Source: Justin Sullivan / Getty Images
15. Cisco
> Brand value: $34.6 billion
> 1-year change in value: +8%
> Parent company: Cisco Systems, Inc.
> Parent company revenue: $51.9 billion
> Industry: Business services
Source: Handout / Getty Images
14. Disney
> Brand value: $39.9 billion
> 1-year change in value: -2%
> Parent company: The Walt Disney Company
> Parent company revenue: $59.4 billion
> Industry: Media
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Source: Jens Schlueter / Getty Images
13. BMW
> Brand value: $41.0 billion
> 1-year change in value: -1%
> Parent company: BMW Group
> Parent company revenue: $107.0 billion
> Industry: Automotive
Source: Joern Pollex / Getty Images
12. IBM
> Brand value: $43.0 billion
> 1-year change in value: -8%
> Parent company: International Business Machines Corporation
> Parent company revenue: $79.6 billion
> Industry: Business services
Source: Justin Sullivan / Getty Images
11. Intel
> Brand value: $43.3 billion
> 1-year change in value: +10%
> Parent company: Intel Corporation
> Parent company revenue: $70.8 billion
> Industry: Technology
Source: jpkirakun / Getty Images
10. McDonald’s
> Brand value: $43.4 billion
> 1-year change in value: +5%
> Parent company: McDonald’s Corporation
> Parent company revenue: $21.0 billion
> Industry: Restaurants
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Source: Justin Sullivan / Getty Images
9. Facebook
> Brand value: $45.2 billion
> 1-year change in value: -6%
> Parent company: Facebook, Inc.
> Parent company revenue: $55.8 billion
> Industry: Technology
Source: Alexander Koerner / Getty Images
8. Mercedes-Benz
> Brand value: $48.6 billion
> 1-year change in value: +2%
> Parent company: Daimler
> Parent company revenue: $183.8 billion
> Industry: Automotive
Source: toyota.com
7. Toyota
> Brand value: $53.4 billion
> 1-year change in value: +6%
> Parent company: Toyota Motor Corporation
> Parent company revenue: $282.1 billion
> Industry: Automotive
Source: David McNew / Getty Images
6. Samsung
> Brand value: $59.9 billion
> 1-year change in value: +6%
> Parent company: Samsung Electronics Co., Ltd.
> Parent company revenue: $221.6 billion
> Industry: Technology
Source: Justin Sullivan / Getty Images
5. Coca-Cola
> Brand value: $66.3 billion
> 1-year change in value: -5%
> Parent company: The Coca-Cola Company
> Parent company revenue: $31.9 billion
> Industry: Beverages
Source: Chris Hondros / Getty Images
4. Microsoft
> Brand value: $92.7 billion
> 1-year change in value: +16%
> Parent company: Microsoft Corporation
> Parent company revenue: $125.8 billion
> Industry: Technology
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Source: Sean Gallup / Getty Images
3. Amazon
> Brand value: $100.8 billion
> 1-year change in value: +56%
> Parent company: Amazon.com, Inc.
> Parent company revenue: $232.9 billion
> Industry: Technology
Source: _ultraforma_ / Getty Images
2. Google
> Brand value: $155.5 billion
> 1-year change in value: +10%
> Parent company: Alphabet Inc.
> Parent company revenue: $136.8 billion
> Industry: Technology
Source: Eric Thayer / Getty Images
1. Apple
> Brand value: $214.5 billion
> 1-year change in value: +16%
> Parent company: Apple Inc.
> Parent company revenue: $265.6 billion
> Industry: Technology
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