Google became the most valuable among the technology brands this year. Kantar Millward Brown’s research initiative, BrandZ, announced the global branding of 2017. Google continues to maintain its top position for two years by leaving Apple behind. Apple was the second last year, but the company was in the first position between 2010 and 2014 and in 2015.
According to the research, Apple’s brand value increased by 3% and reached 234.7 billion dollars compared to the last year while Google increased by 7% and reached a brand value of 245.6 billion dollars. Microsoft has maintained its third position for three years. Microsoft has an increase of 18% in brand value thanks to Surface Studio this year.
The research, which was based on 3 million customer interviews in 51 different countries, indicates that technology companies outperform all other brands. Kantar Millward Brown said he had collected at least 4.6 million data points from these talks.
This year the brand challenging Apple, Microsoft and Google was not Facebook. Amazon became the challenger brand this year. The online shopping platform climbed three places to the fourth place and achieved a 41% increase in brand value. In fact, Amazon was struggling to maintain its 20th place just five years ago.
According to the survey of Kantar Millward Brown, there are also two interesting facts reached from the results of this research. The total brand value of the top 5 technology brands is 25% of the total value of the top 100 companies. YouTube, Snap and Netflix also succeeded to get on BrandZ’s list for the first time this year.