Google (and China) rising, while Apple takes a fall

By David Haigh

There has been a shake-up at the top of the Brand Finance annual Global 500 report, with Google knocking Apple from its perch after five years at the top. But it is Chinese brands which saw the most growth in 2016

For the last five years Apple has reigned supreme as the world’s most valuable brand. The tech giant was a paragon of branding excellence, known for its sleek, innovative, meticulously constructed visual identity, which runs consistently through all its products, services and retail sites. Its mono-brand structure created marketing efficiencies and helped to cement its logo as a 21st century icon. Reliability, user-friendly interfaces, knowledgeable staff and, most importantly, transformative technology meant that the brand fulfilled its promises. Loyalty and advocacy reached cultish proportions, with fans waiting days outside Apple stores for the latest release.

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