Amazon Beats Apple to Become World’s Most Valuable Brand

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Amazon is the world’s most valuable brand, according to one analysis firm. Cult of Mac reported that it beat Apple and Google in the Brand Finance list.

The somewhat unorthodox ranking system looks at the world’s 500 most valuable brands across all sectors and countries. It then assigns a “brand value” based on a royalty rate that companies could get for licensing their name in the open market. Brand Finance compiles its annual list by estimating the royalty rate that would be charged to use a company’s brand. This takes into account current and expected future revenue. It’s a fairly complex methodology that’s explained in more detail here. As the firm explains: “Brand Finance helped craft the internationally recognised standard on Brand Valuation – ISO 10668. It defines a brand as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.”

Check It Out: Amazon Beats Apple to Become World’s Most Valuable Brand

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