tech giants Apple and Google overtook the multinational e-commerce company Amazon to become the two most valuable brands in the world.According to an annual study of the world’s top 100 firms by consulting firm Kantar.
According to the seventeenth issue of the list that Kantar publishes every year, Apple increases its valuation by 55% compared to the previous year to 947,062 million dollars (908,460 million euros). Location. Google also moved up one notch compared to the previous year’s classification after increasing its brand value by 79% to $819,573 million (€786.037 million). Amazon, which was the most valuable company in the world last year, fell two places in the list, despite its value increasing 3% to $705,646 million (676,983 million euros).
Regarding the presence of Spaniards in the classification, ZaraThe flagship brand of the Inditex textile group continues to be the only national company among the hundred most valuable companies in the world. Specifically, Zara’s brand value is Remains in position 83 for one more yearlast year, it grew 19% to $25,400 million (€24,366 million).
American Microsoft (4), McDonald’s (6), Visa (7) and Facebook (8), Chinese Tencent (5) and Alibaba (9) and French luxury firm Louis complete the top ten places in the index. Vuitton (10) is the first European company in the ranking.
Despite the current uncertainty, the total value of the world’s 100 most valuable brands increased by 23% compared to the previous year, reaching 8.7 billion dollars (8.4 billion euros). In this sense, 37 brands managed to improve their position compared to a year ago, in a ranking where more than 75% of the companies within their body are American. Among them, the consultant highlights the behavior of the American vehicle manufacturer Tesla, which rose from 47th to 29th, thanks to the growth of the worldwide electric vehicle market.