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Dubai, United Arab Emirates (CNN) – Apple has surpassed Amazon and Google for the world’s most valuable brand for the first time since 2016, according to the latest report from Brand Finance, a consulting firm. Trademark evaluation.
Apple’s recent supremacy is due to its recent diversification strategy that increased the company’s value by about 87% to $ 263.4 billion.
And “Amazon” came in second place on the list, as it managed to record a healthy growth of 15% to reach $ 254.2 billion.
The retail giant is one of the few brands that has benefited greatly from the Corona pandemic this year and the resulting unprecedented increase in demand as consumers have turned to the internet after the global business shutdown.
Google ranked third after a 1% increase in its value of $ 191.2 billion. This year, Google recorded the first ever decline in its revenues in the company’s history as a result of the outbreak of the Corona pandemic.
The Brand Finance Global Brands Ranking Report measures the strength of companies globally, using the Brand Strength Index, which is determined based on a set of balanced performance measures that evaluate marketing investment, shareholder equity, and business performance.
In terms of brand strength, the Chinese company “WeChat” surpassed the “Ferrari” trademark, thus becoming the strongest brand in the world with a score of 95.4 out of 100 on the Brand Strength Index. As for Ferrari, it came second on the list in terms of strength, at 93.9 points out of 100 on the index.
At the level of the Middle East, the oil company “Saudi Aramco” was ranked as the most valuable brand, with a value of $ 37.5 billion, while the UAE’s “Etisalat” came first as the strongest brand, with a score of 87.4 points out of 100 on the strength index.
Learn more about the performance of global and Arab brands in the above infographic:
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