Forbes lists Apple as the most valuable brand in 2018; Google is second and Amazon tops Coke

Forbes lists Apple as the most valuable brand in 2018; Google is second and Amazon tops Coke
It probably wouldn't surprise you to learn that the top five most valuable brands this year, as computed by Forbes, are all tech giants. But the ever growing reach of technology can be seen in one interesting change in the list; Amazon passed ubiquitous soft-drink giant Coca-Cola to reach the top five this year. When you think about that for a moment, the implications are stunning. Coke was founded in 1892 and is available in over 200 companies. Amazon was founded in 1994 (in fact, July 5th will be its 24 birthday).

The list is based on the earnings over a three year period that Forbes attributed to a company's brand, based on the industry the company competes in. It then computes the firm's average Price-Earnings (PE) ratio for three years. The Price-Earnings ratio is arrived at by dividing a company's stock price into the earnings per share, and is a traditional valuation tool for fundamental analysts (and a quick and dirty way to see if a stock is over or under valued). Tech stocks typically sport a higher PE ratio, which might have resulted in the Beatle-esque monopolization of tech in the list. The PE ratio multiplied by the company's earnings attributed to its brand, results in the final figure that Forbes uses to rank the companies on the list.

Forbes' calculations put Apple on top with its brand worth $182.8 billion, up 8% from last year. Samsung sold more phones worldwide than Apple did in the fourth quarter of 2017, but 87% of industry profits ended up in Cupertino according to Canaccord Genuity. Despite a 30% increase in the brand valuation from last year, Google finished second with a brand worth $132.1 billion. The company has made up ground on Apple over the last three years. The rest of the top five includes third place Microsoft ($104.9 billion brand valuation), fourth place Facebook ($94.8 billion) and the aforementioned Amazon ($70.9 billion).

Other companies that are familiar to PhoneArena readers include Samsung, which edged out entertainment giant Disney for seventh place. As far as the major U.S. carriers are concerned, AT&T just made the top ten with Verizon at number 19. T-Mobile is listed at number 72. The last mobile tech name on the list is Huawei, found at number 79. Right now, it is the only Chinese smartphone manufacturer to crack the top 100.

The complete list can be found by clicking on the sourcelink.

source: Forbes

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18 Comments

1. NateDiaz

Posts: 1084; Member since: Mar 03, 2018

This ain't surprising at all.

2. surethom

Posts: 1632; Member since: Mar 04, 2009

So many Americans companies in the list also some I've never heard of what the hell Is CVS? Does forbes look at this from an American perspective or world perspective? From the look of it they asked mainly Americans. So not really a world list.

3. sissy246

Posts: 7029; Member since: Mar 04, 2015

8. pecapello

Posts: 106; Member since: Feb 19, 2015

Lol he doesn't know what CVS is.. Jesus lord I ain't got no time for that

9. worldpeace

Posts: 3102; Member since: Apr 15, 2016

Probably because he live outside US? I've seen CVS stores in tokyo and all over UK, but don't remember seeing them in other EU contries.. Probably they didn't have many stores outside US, which is why most people didn't know it.

15. NateDiaz

Posts: 1084; Member since: Mar 03, 2018

Sit down you've never been anywhere

4. Reybanz88

Posts: 90; Member since: Jul 28, 2016

It's honestly sad that Apple is the #1 company...

5. apple-rulz

Posts: 1926; Member since: Dec 27, 2016

It’s honestly sad that the fact that Apple is the #1 company has such a big impact on your life.

6. darkkjedii

Posts: 30879; Member since: Feb 05, 2011

Dude, stop hating. Apple is what it is, a big ass greedy company, just like #2 Google #3 MS #4 Facebook, and #Amazon. All greedy, all rich, and all have no idea you exist. You’re just a nameless faceless consumer... Deal with it.

11. AVVA1

Posts: 228; Member since: Aug 01, 2017

Totally agree!

12. Wiencon

Posts: 2278; Member since: Aug 06, 2014

I find it more sad that Coke is so high, seems like people enjoy poisoning themselves

7. Icent55

Posts: 66; Member since: Nov 02, 2017

How smart for Forbes as they no longer recognize Samsung groups as a company like 2years ago...now they just recognize "Samsung Electronics" a subsidiary of Samsung groups as the whole company....very evil act just to make apple richest

14. Zack_2014

Posts: 677; Member since: Mar 25, 2014

I guess they are worth more when the whole Samsung Group is combined right?

16. kiko007

Posts: 7493; Member since: Feb 17, 2016

Samsung’s group assets combined are still worth less than that of Alphabet and Apple. Besides, this article is about branding, which Samsung doesn’t really have a great measure of outside of appliances.

18. Zack_2014

Posts: 677; Member since: Mar 25, 2014

Samsung Group (Old stats) Revenue US$305 billion (2014) Net income US$22.1 billion (2014) Total asset US$529.5 billion (2014) Total equity US$231.2 billion (2014) Apple (Most recent stats) Revenue US$229.234 billion (2017) Net income US$48.351 billion (2017) Total assets US$375.319 billion (2017) Total equity US$134.047 billion (2017) Not sure where you based your facts from cuz mines straight from Wikipedia. So in conclusion Samsung Group Combined is worth a lot more if not double than that of Apple alone.

17. whatev

Posts: 2152; Member since: Oct 28, 2015

The devil has possessed your mind to think this evil way, repent your sins

13. midan

Posts: 2595; Member since: Oct 09, 2017

Well done Apple, well done. you deserve it all

* Some comments have been hidden, because they don't meet the discussions rules.

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