The Most Valuable U.S. Brands

by Loknath Dason July 30, 2018No Comments

Corporations invest huge amounts of money in the design, launch, and ongoing promotion of their brands. But branding itself is a somewhat intangible asset.

Acknowledging and managing a company’s intangible assets taps into its hidden value, according to brand consulting firm Brand Finance.

In its 2018 annual report on the world’s most valuable brands, Brand Finance calculates the values of brands by estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use. That provides a ‘brand value’ understood as a net economic benefit that a licenser would achieve by licensing the brand in the open market.

Based on Brand Finance’s report, Global 500 2018, these are the most valuable brands in the U.S.

1. Amazon.com (AMZN)

Brand value: $150.8 billion

The e-commerce and cloud computing company, based in Seattle, was founded by Jeff Bezos on in 1994.

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2. Apple

Brand value: $146.3 billion

Apple (AAPL) designs, develops, and sells consumer electronics, computer software, and online services. It’s based in Cupertino, Calif.

Photo: Marco Rubino / Shutterstock

3. Google (GOOG)

Brand value: $120.9 billion

The search engine handles more than three billion searches a day. The multinational technology company specializes in web-related services, online advertising technologies, cloud computing, software, hardware and owns YouTube, Android, and Nest.

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4. Facebook

Brand value $89.68 billion

The popular social networking company is based in Menlo Park, California. Facebook (FB) also owns Instagram, WhatsApp, and Oculus VR.

Photo: achinthamb / Shutterstock

5. AT&T (T)

Brand value: $82.42 billion

The telecommunications holding company is headquartered Dallas. Subsidiaries include TimeWarner media, DIRECTV, and Cricket Wireless.

Photo: Kristi Blokhin / Shutterstock

6. Microsoft

Brand value: $81.16 billion

Microsoft, (MSFT) a technology company founded in 1975 and based in Redmond, Wash., develops, manufactures, licenses, supports and sells computer software, personal computers, and electronics. Above, the Microsoft store on Fifth Avenue in New York City.

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7. Verizon (VZ)

Brand value: $62.83 billion

The well-known telecommunications company offers wireless products and services.

Photo: dennizn / Shutterstock

8. Walmart

Brand value: $61.48 billion

Walmart (WMT) is a multinational retail corporation that operates thousands of giant stores around the world. Walmart also owns Sam’s Club and e-commerce company Jet.com.

Photo: Sundry Photography / Shutterstock

9. Wells Fargo (WFC)

Brand value: $44.1 billion

The multinational financial services company is based in San Francisco.

Photo: Roman Tiraspolsky / Shutterstock

10. Chase

Brand value: $38.84 billion

The ubiquitous bank is owned by JPMorgan Chase Bank, (JPM) which is based in Manhattan.

Photo: Northfoto / Shutterstock

11. Home Depot (HD)

Brand value: $33.75 billion

The home improvement retailer operates about 2,200 stores across North America.

Photo: Belen Strehl / Shutterstock

12. Bank of America (BAC)

Brand value: $33.29 billion

The multinational financial services company headquartered in Charlotte, N.C. started out as the Bank of Italy in 1904.

Photo: Rob Wilson / Shutterstock

13. Disney (DIS)

Brand value: $32.590

Founded in 1923, the international mass media and entertainment conglomerate is based in Burbank, Calif.

Photo: Jonathan Weiss / Shutterstock

14. IBM (IBM)

Brand value: $32.48 billion

International Business Machines is a multinational technology company with operations in over 170 countries

Photo: Militarist / Shutterstock

15. Starbucks (SBUX

Brand value: $32.42 billion

The Seattle coffee company and coffeehouse chain operates more than 28,000 locations worldwide. It also owns Teavana and Tazo teas.

Photo: AnimalName-Design / Shutterstock

16. General Electric

Brand value: $32 billion

The conglomerate works in a number of industries, including power generation, oil and gas production equipment, aircraft engines, medical imaging, and financing. Above, a gas turbine is transported from GE’s (GE) plant in Greenville, S.C.

Photo: Alan Stoddard / Shutterstock

17. Citi (C)

Brand value: $30.78 billion

The international investment bank and financial services corporation is based in New York City.

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18. Marlboro

Brand value: $30.51 billion

The iconic cigarette brand is owned and manufactured by Philip Morris. (PM)

Photo: Jonathan Weiss / Shutterstock

19. Coca-Cola (KO)

Brand value: $30.38 billion

Coke’s carbonated soft drink was first introduced in 1886. The company also makes Sprite, Fanta, Minute Maid, Odwalla and Dasani. Above, a general store selling antiques in Hackberry, Ariz.

Photo: Jason Sponseller / Shutterstock

20. Oracle (ORCL)

Brand value: $29.63 billion

Oracle, a computer technology corporation, is based in Redwood Shores, Calif. Above, the Oracle Arena in Oakland, Calif., home to the Golden State Warriors.

Photo: Rich Lonardo / Shutterstock

21. Nike (NKE)

Brand value: $28.03 billion

Nike designs, develops, and manufactures footwear, apparel, equipment, accessories, and services. Above, Serena Williams plays at the U.S. Open in 2016.

Photo: Leonard Zhukovsky / Shutterstock