Apple once again becomes the most valuable brand in the world, dethroning Amazon

Its sales are declining, but Apple's valuation continues to explode. The apple brand would be worth $516.6 billion (474.9 billion euros), or 74% more than in 2023, according to the Brand Finance Global 500 2024 ranking published this Wednesday, January 17. The value of the brand being understood “as the net economic benefit that a brand owner would obtain by licensing the brand on a free market”, specifies Brand Finance.

“Apple is increasing its differentiation and customer engagement,” explains Brand Finance. That is, people surveyed about the brand in market research say: Apple is expensive, but “worth the price.” The American giant co-founded by Steve Jobs takes the lead by far in the ranking, while Amazon, once first, finds itself relegated to fourth place, valued at $308.9 billion (19% in one year, all the same). Between the two, we find Microsoft, valued at 340.4 billion (78%) and Google (333.4 billion, 19%).

The tech giants dominate the top of the ranking, with Samsung in fifth position (99.4 billion, stable), TikTok in seventh (84.2 billion, 28%) and Facebook in eighth (75.7 billion, 28%). ). Instagram is not yet in the top 10, but its valuation has increased by 48% in one year (70.4 billion, 13th).

The American retail giant Walmart also remains one of the most valuable brands in the world (6th), but lost 15% in one year (96.8 billion). At the top of the ranking, we also find several Chinese banks such as ICBC (10th, 71.8 billion), China Construction Bank (14th, 65.5 billion) and Bank of China (22nd, 50.5 billion), but also the American telephone operators T-Mobile (9th, 73.3 billion), Verizon (11th, 71.8 billion) and AT

Competed by the boom in Chinese electric vehicles, the valuation of the Tesla brand lost 12% in one year, to $58.3 billion (-9 places). Studies conducted by Brand Finance also suggest “a significant decline in its reputation”: “Tesla’s close association with controversial leadership Elon Musk creates additional risk for the brand’s reputation.”

Brand Finance also highlights the promising investments in artificial intelligence by the American chip giant Nvidia, which, although it does not climb into the leading pack, is experiencing the strongest growth, with a valuation up 163% over one year, to 44.5 billion dollars.

France stands out in the luxury sector. The leading French brand, Louis Vuitton, however, only comes in 52nd position, with a valuation of $32.2 billion (23%).