After a rapid race to catch up: Apple is again the most valuable brand in the world

After a rapid race to catch up
Apple most valuable brand in the world again

Apple is doing good business even during the Corona crisis. For the first time in five years, the Californian company is back at the top of the world's most valuable brands. The other top places are also among the winners of the pandemic.

The US company Apple is the most valuable brand in the world. This is the result of a study by Maklerkontor Brand Finance. In second and third place are the companies Amazon and Google, also based in the USA. "A brand is first and foremost an intangible asset, we try to give it value," said Brand Finance General Manager Bertrand Chovet. The basis for this is on the one hand the profit prospects, on the other hand other parameters such as investments or the reputation of the brand.

According to the information, the IT group Apple achieved the top position for the first time after its top position in 2016. The main reason for this is the company's successful diversification strategy. After Apple had focused on the iPhone as the main profit maker for years, the Californian company is now increasingly relying on online platforms such as Apple Music or Apple TV to further boost profits. According to Brand Finance, the brand value rose by 87 percent to 263.4 billion US dollars (217.2 billion euros).

In general, technology companies have come through the Corona crisis relatively well so far, it said. This applies in particular to the online trading platform Amazon, which even grew massively during the pandemic. However, companies such as Google and the streaming service Netflix would also have benefited significantly. In contrast, companies in the travel and tourism sector, including airlines, performed worse.

. (tagsToTranslate) Economy (t) Apple (t) Silicon Valley (t) California (t) USA (t) Amazon (t) Google