Forbes Magazine has released an annual review of the most expensive global brands in 2016. What makes one brand more expensive than another? According to David Rybstin, a professor of marketing and branding at the Wharton School of Pennsylvania, the point is consumer perception. If customers are willing to pay a higher price for products of a particular brand or prefer their products, this increases the value of the brand.
Here are the top 10 most expensive brand names in the world, top ranking.
10. General Electric
It is estimated at 36.7 billion dollars.
One of the most expensive and oldest brands on the list. It was founded on April 15, 1892 - 124 years ago. Now General Electric has interests in many industries: oil and gas, healthcare, aviation, transport, energy management, software development, financial services, wind turbines, electric motors, weapons, household appliances, machinery and pharmaceuticals.
9. McDonald’s
It costs 39.1 billion dollars.
The only global food franchise. Representative offices are located in almost all major cities of the world. McDonald’s in every way attracts children with the help of children's menus and toys, special playgrounds, small bonuses, as they understand that children will bring their parents to the poppy.
8. Disney
Brand value - 39.5 billion dollars.
Surely you at least once watched a movie of this company, or played toys made by it or visited Disneyland. Disney - these are wonderful childhood memories that I want to pass on to the next generation.
7. IBM
It is estimated at 41.4 billion dollars.
One of the most recognized companies in the technology sector. Its full name is International Business Machines Corporation. Currently, IBM is engaged in computer software, hardware, IT services and IT consulting.
6. Toyota
Brand price - 42.1 billion dollars.
As of February 2016, it is the 13th largest company in the world. In addition to cars, Toyota is engaged in banking, leasing and financing. She is also the first company to produce more than ten million of the most coveted cars annually.
5. Facebook
Cost - 52.6 billion dollars.
Demonstrates a staggering increase in the value of the brand name (44%). The average user spends 50 minutes a day watching Facebook. This is more time than the average person spends on reading (19 minutes), physical exercises or playing sports (17 minutes), and communication (4 minutes) combined.
4. Coca-Cola
Brand price - 58.5 billion dollars.
Coca-Cola, a headache treatment, was created by pharmacist John Pemberton in 1865. Aza Griggs Candler later bought the rights to it and introduced Coca-Cola (already as a soft drink) to the world on May 8, 1886. Until now, the formula of this drink is kept secret.
3. Microsoft
Brand Value - $ 75.2 Billion
Microsoft has been able to increase its prestige in the eyes of customers thanks to many new products, including Windows 10, Surface Pro 4 and Surface Book. The technology giant has invested heavily in its cloud services, which are quickly becoming its largest “provider of money,” and has expanded its retail strategy by opening a flagship store in New York in 2015.
2. Google
It is estimated at 82.5 billion dollars.
This year, brand value jumped 26%. Internet users are still much more likely to use the Google search engine than Bing or other alternatives. You could say that the term “Google” has become synonymous with web search.
1. Apple
Cost - 154.1 billion dollars.
Forbes began ranking the world's most expensive brands in 2010, and Apple has so far led it six times in a row. Despite the decline in its revenues (for the first time in 13 years) due to a decrease in sales of top iPhone smartphones, iMac computers and products from the iPad line, the company will not have to go from bread to cola for a long time.
