In recent years, five guys from Cupertino have taken the ranking as the world's most valuable brand, since 2012 Apple has been the undisputed queen as the brand with the highest value in the world, not only in the United States. The Brand Finance consultation has published its annual report for the year 2017 in which we see how after 5 years, Google is back at the top of the ranking as the world's most valuable company, after rising 24% compared to the previous year, standing at 109.470 million dollars for Apple's 107.141 million dollars, which is down 27% compared to last year.
According to Brnd Finance, Apple is abusing the trust of its customers and continues to fail to offer innovative technologies that leave us all speechless, something the company had gotten us used to years ago. What's more ensures that Apple no longer competes in another league, but is in the same as the main Chinese manufacturers on the market such as Huawei, Xiaomi and of course Samsung, a company that has risen one place in the ranking to sixth place, with an increase of 13% compared to last year .
In third position we find the e-commerce giant Amazon, which remains in the same position but has increased its value by 53% compared to last year. In fourth position we see how AT&T, the American operator rises from the sixth position thanks to the increase in its value by 45%. In the lower position we find Microsoft, which, although it is true, has dropped one position, it has seen its value increase by 13%.
As I have commented above, Samsung is in sixth position, rising from seventh place, since it is now in the hands of Verizon, which has dropped two places despite having increased its brand value by 4%. Walmart closes the ranking, in the same position as last year and Facebook and ICBC, which rose from position 17 and 13 respectively.