Google Tops Apple as the World's Most Valuable Brand2017-02-02 17:21 by Daniela
Apple Inc. lost its top position in the Brand Finance's ranking for "Most Valuable Brand". Google gained the Number 1 slot in this category. This ends a five-year period of top-slot rankings for Apple, as its brand value has plummeted by 27%. Google's brand value rose by 24% during 2016.
The last time Google was number one was 2011. Google is "unchallenged" in its search business, Brand Finance says, which is at the heart of its advertising income.
Apple had been at the very top of the list since 2012, ranking as the world's most valuable company largely because of its dominance in the smartphone and tablet segments.
"Put simply, Apple has over-exploited the goodwill of its customers, it has failed to generate significant revenues from newer products such as the Apple Watch and cannot demonstrate that genuinely innovative technologies are in the pipeline," Brand Finance wrote in its report.
Amazon.com takes the third place in the rankings.
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