In the latest company rankings, Brand Finance has detailed the 500 Most Valuable Brands in the United States for 2018 [PDF], with Apple earning 2nd place this year and not moving spots from last year. A lot has shifted around the company, however, with Google dropping from 1st place last year to 3rd place this year, and Amazon rising from 3rd to become Brand Finance's #1 most valuable U.S. brand in 2018 (via Business Insider).

According to the methodology, Brand Finance evaluates which brands "are the strongest and most valuable across all markets." This includes an "Enterprise Value," "Branded Business Value," "Brand Contribution," and "Brand Value." The researchers then combine this with a "Brand Strength" index, which calculates a score out of 100 based on three factors: marketing investment, stakeholder equity, and business performance.

brand finance rankings 2018 2

Images via Brand Finance

Overall, the researchers found that 2018's results prove companies in the technology sector "have cemented their position as absolute leaders in the market." In first, Amazon grew its brand value 42 percent this year to $150.8 billion, overtaking Apple's stationary spot in second place. Although the company didn't move, it did grow its brand value 37 percent to $146.3 million.

Google grew its brand value 10 percent to $120.9 million, but was still "unable to keep pace with the remarkable growth of the top two brands." Rounding out the top 10 were Facebook in 4th (45 percent brand value growth), AT&T in 5th (5 percent brand value drop), Microsoft in 6th (6 percent growth), Verizon in 7th (5 percent drop), Walmart in 8th (1 percent drop), Wells Fargo in 9th (6 percent growth), and Chase in 10th (15 percent growth).

brand finance rankings 2018
It's important to note that Brand Finance's rankings don't directly measure each brand's actual revenue or profit from a given year, but focuses instead on its own specialized system to discover a brand's value. Specifically, Brand Finance CEO David Haigh said the corporate brand valuations are compliant with the International Organization for Standardization's 10668 and 20671 specifications.

In other recent rankings, Apple dropped to the 4th spot in Fortune 500's annual list of the top U.S. corporations based on gross revenue. Earlier in the year, the company earned the top spot as the most intimate brand in the U.S for millennials in a list that measured which brands had the deepest emotional connections with respondents.

Top Rated Comments

TMRJIJ Avatar
43 months ago
Sorry Apple, but nothing beats Amazon Prime’s Delivery :p
Going to use them to get a newer MacBook Pro in a few weeks.
Score: 2 Votes (Like | Disagree)
pete2106 Avatar
43 months ago
Apple are at No.2? Those watch bands must be more popular than I thought.
Score: 2 Votes (Like | Disagree)
KidAKidB Avatar
43 months ago
Wow, I guess all the Russia and privacy stuff are not affecting Facebook's brand at all.
Exactly. Just goes to show just how little people care about privacy and such. People just want a service to use, they don't really care otherwise.
Score: 2 Votes (Like | Disagree)
Relentless Power Avatar
43 months ago
Sorry Apple, but nothing beats Amazon Prime’s Delivery :p
Going to use them to get a newer MacBook Pro in a few weeks.
This is so true. Even with increased cost of Amazon prime, I don’t even utilize the other music/movie services, I want the guaranteed two day shipping to my door. Why? Because we now live in this world where we want everything faster and quicker for things we order online, which seemingly can take longer from other online sites. Amazon sometimes depending on the circumstance, I can even have the item delivered under two days depending where the item is shipped from. You can’t beat the two day Prime delivery considering what it would cost someone frequently ordering two day delivery *without* the Prime Service. Prime pays for itself, especially for the convenience factor of when I know the time will be delivered to my door.
Score: 1 Votes (Like | Disagree)

Top Stories

affinity designer contour tool

Serif Updates Affinity Photo, Designer, and Publisher With New Tools and Functions

Thursday February 4, 2021 1:58 am PST by
Serif today announced across-the-board updates for its popular suite of Affinity creative apps, including Affinity Photo, Affinity Designer, and the Apple award-winning Affinity Publisher for Mac, all of which were among the first professional creative suites to be optimized for Apple's new M1 chip. "After another year which saw record numbers of people switching to Affinity, it's exciting to...
studio buds family

Beats Studio Buds Debuting Today With Active Noise Cancellation, Stemless Design, and More for $150

Monday June 14, 2021 8:00 am PDT by
We've seen a lot of teasers about the Beats Studio Buds over the past month since they first showed up in Apple's beta software updates, and today they're finally official. The Beats Studio Buds are available to order today in red, white, and black ahead of a June 24 ship date, and they're priced at $149.99. The Studio Buds are the first Beats-branded earbuds to truly compete with AirPods...
maxresdefault

Craig Federighi and Greg Joswiak Discuss iPadOS 15, macOS Monterey, Privacy, Shortcuts on Mac, and More

Saturday June 12, 2021 6:12 am PDT by
As is tradition, Apple executives Craig Federighi and Greg Joswiak joined Daring Fireball's John Gruber in an episode of The Talk Show to discuss several announcements that Apple made over this weeks WWDC, including iPadOS 15, macOS Monterey, and a large focus around privacy. Federighi kicks off the conversation discussing the common architecture, now thanks to Apple silicon, across all of...
youtube apple tv

YouTube Discontinuing 3rd-Generation Apple TV App, AirPlay Still Available

Wednesday February 3, 2021 3:09 pm PST by
YouTube is planning to stop supporting its YouTube app on the third-generation Apple TV models, where YouTube has long been available as a channel option. A 9to5Mac reader received a message about the upcoming app discontinuation, which is set to take place in March.Starting early March, the YouTube app will no longer be available on Apple TV (3rd generation). You can still watch YouTube on...
adobe photoshop sketch ipad

Adobe Removing Photoshop Sketch and Illustrator Draw From App Store in July

Saturday June 26, 2021 4:02 pm PDT by
Adobe this week reminded customers that its Photoshop Sketch and Illustrator Draw apps will no longer be available for download on iOS and Android starting July 19. Adobe plans to stop supporting the apps for existing users on January 10, 2022. In a support document, Adobe said users can easily migrate to its Fresco app, which combines many Photoshop Sketch and Illustrator Draw drawing and...
REC ASA CODE2016 20160601 205816 2745

Elon Musk Reportedly Demanded to Become Apple CEO as Part of Potential Tesla Acquisition [Update: Musk Denies]

Friday July 30, 2021 9:04 am PDT by
Tesla CEO Elon Musk reportedly once demanded that he be made Apple CEO in a brief discussion of a potential acquisition with Apple's current CEO, Tim Cook. The claim comes in a new book titled "Power Play: Tesla, Elon Musk and the Bet of the Century," as reviewed by The Los Angeles Times. According to the book, during a 2016 phone call between Musk and Cook that touched on the possibility of ...
homepod feature blue2

Looking to Grab a HomePod Before They're Gone? These Retailers Still Have Stock

Monday March 15, 2021 6:54 am PDT by
Apple last week discontinued the original HomePod, marking just over three years on the market for the full-size smart speaker. If you're looking to purchase the larger HomePod before it's completely gone, there are still some options online today. The biggest retailer with remaining stock on the HomePod is Apple itself, which has the White HomePod for $299.00 on its website. Space Gray is...
september 2021 event ar logo

Apple's September 14 Event Page Features AR Logo on iPhone

Tuesday September 7, 2021 9:23 am PDT by
Apple this morning announced a digital-only event that will be held on Tuesday, September 14, and if you view the event webpage on an iPhone, you can tap on the logo to open up Apple's Safari AR viewer and you'll see the three-dimensional logo move in real-time in the real world. Just open up the event site on an ‌iPhone‌ or iPad and tap right on the logo to open up the AR version. The...
iphone 11 night mode photos

Apple Reveals New Night Mode Photo Feature Exclusive to iPhone 11 Series

Tuesday September 10, 2019 12:23 pm PDT by
Apple today announced the iPhone 11, iPhone 11 Pro, and the iPhone 11 Max, all-new models that boast improved cameras, and specifically, a dramatic new Night Mode photo feature. Last year, Google introduced its impressive Night Sight camera mode, a software-based feature that allows users to take detailed pictures in dark environments using Google Pixel smartphones. Apple's new Night...
iPhone 13 Dummy Thumbnail 2

Kuo: iPhone 13 to Feature LEO Satellite Communications to Make Calls and Texts Without Cellular Coverage

Sunday August 29, 2021 7:39 am PDT by
The iPhone 13 will feature low earth orbit (LEO) satellite communication connectivity to allow users to make calls and send messages in areas without 4G or 5G coverage, according to the reliable analyst Ming-Chi Kuo. In a note to investors, seen by MacRumors, Kuo explained that the iPhone 13 lineup will feature hardware that is able to connect to LEO satellites. If enabled with the relevant...