Apple named world's most valuable brand in new survey

APPLE reclaimed its title as the world's most valuable brand, according to a survey from Kantar BrandZ, knocking rival Amazon.com off the top spot for the first time in 3 years.

The iPhone maker's brand value reached US$947 billion this year, while Amazon slipped to third, according to Kantar's survey published on Wednesday (Jun 15). Apple was last ranked the most valuable brand in 2015.

Louis Vuitton, the fashion label owned by LVMH, become the first luxury brand to reach the Top 10 after experiencing 64 per cent growth in value to US$124.2 billion, despite consumers slowly returning after the pandemic. Tesla jumped 18 positions to 29th place, becoming the top car brand due to a surge in interest in electric vehicles.

Kantar's survey attempts to put a figure on the brand's impact to the market value of a company and ability to generate sales.

Apple notched close to 800 million subscribers in 2021 to services including entertainment and cloud, and its movie CODA this year became the first film from a streaming service to win Best Picture at the Oscars. Even so, its share price has fallen 25 per cent so far in 2022. BLOOMBERG