Apple has been named the world’s most valuable brand of 2017 by global brand consultancy firm Interbrand. Apple’s 2017 ranking marks the fifth consecutive year that it has held onto the position.
The company’s brand valuation rose to $184 billion, up 3 percent from last year, according to Interbrand’s “Best Global Brands” 2017 report.
Google placed second with a valuation of $142 billion, while Microsoft ranked third with a rough value just under $80 billion.
Coca-Cola and Amazon rounded out the top five, with $70 billion and $65 billion valuations, respectively.
But while Apple has managed to fend off other tech giants like Google and Microsoft for the top spot for several years, Interbrand notes that the company’s growth rate is slowing down overall. It first fell to 21 percent in 2014, and down to 5 percent last year.
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Best Global Brands 2017
Top Growing Brands
Interbrand also tracks quickly growing companies under its “Top Growing” category — which was previously dubbed “Top Risers.” Facebook, which achieved eighth place overall, ranked first on that list, with an impressive 48 percent valuation jump from the previous year. Amazon, Adobe, Adidas and Starbucks rounded out the “Top Growing” companies this year.
Apple was once a “Top Growing” brand, too — most recently in 2015, when the company saw a 43 percent boost due to strong iPhone 6 sales and services revenue. It also ranked high in Top Risers when it overtook Coca-Cola as the world’s most valuable brand in 2013.
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The global consultancy firm considers a range of factors when determining a brand’s cumulative value, including financial performance for branded products and services, a brand’s strength in influencing customer decision, and the ability for a brand to command a premium price for its wares.
Interbrand’s list isn’t the only one to rank global brands. Earlier this year, Forbes released its seventh annual “World’s Most Valuable Brands” list. Apple took first place in the Forbes list for the seventh year in a row.