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The Most Valuable American Brands in 2019
Samanda Dorger
Aug 13, 2019 6:59 AM EDT
Coca-Cola's brand is so iconic, most people recognize it whether it is written in English, Arabic, or Chinese.
Good branding works. It provides instant recognition, separates a company from the rest of the pack, and makes an impression on customers so that they keep coming back.
Brand Finance, a business valuation and strategy consultancy, annually ranks the biggest brands. It determines the value of a brand by estimating the likely future revenues that are attributable to it by calculating a royalty rate that would be charged for its use, and arriving at a 'brand value' understood as a net economic benefit that a licensor would achieve by licensing the brand in the open market.
Amazon AMZN continues to dominate in brand value - its brand value alone is worth about half of the combined value of the 42 retail brands in Brand Finance's latest ranking of U.S. brands. Although Netflix NFLX doesn't make this list, its brand value has doubled over the past year, faster than any other brand in the country.
Also of note, Home Depot enters the top 10 while many retail brands, including No. 8 Walmart WMT , face stagnation amid changing customer preferences, according to Brand Finance's US 500 2019 report. California is home to most of the nation's biggest brands, including Facebook FB , Alphabet/Google GOOG , and Apple AAPL .
Amazon, Facebook, Apple and more are holdings in Jim Cramer's Action Alerts PLUS Charitable Trust Portfolio. Want to be alerted before Cramer buys or sells these stocks? Learn more now.
Based on Brand Finance's annual report, these are the most valuable and strongest brands in America.
Photo: Ko Backpacko / Shutterstock
1. Amazon
2019 Brand Valuation: $187.9 billion
Change since last year: +24.6%
Industry: tech
State: Washington
Stock symbol: (AMZN)
Photo: Mike Mareen / Shutterstock
2. Apple
2019 Brand Valuation: $153.6 billion
Change since last year: +5%
Industry: tech
State: California
Stock symbol: (AAPL)
Photo: Andrey Bayda / Shutterstock
3. Google
2019 Brand Valuation: $142.7 billion
Change since last year: +18.1%
Industry: tech
State: California
Stock symbol (Alphabet): (GOOG) (GOOGL)
Photo: Sundry Photography / Shutterstock
4. Microsoft
2019 Brand Valuation: $119.6 billion
Change since last year: +47.4%
Industry: tech
State: Washington
Stock symbol: (MSFT)
Photo: Bumble Dee / Shutterstock
5. AT&T
2019 Brand Valuation: $87 billion
Change since last year: +5.6%
Industry: telecoms
State: Texas
Stock symbol: (T)
Photo: Northfoto / Shutterstock
6. Facebook
2019 Brand Valuation: $83.2 billion
Change since last year: +8.7%
Industry: tech
State: California
Stock symbol: (FB)
Photo: Frederic Legrand - COMEO / Shutterstock
7. Verizon
2019 Brand Valuation: $71.2 billion
Change since last year: +13.3%
Industry: telecoms
State: New York
Stock symbol: (VZ)
Photo: rblfmr / Shutterstock
8. Walmart
2019 Brand Valuation: $67.9 billion
Change since last year: +10.4%
Industry: retail
State: Arkansas
Stock symbol: (WMT)
Photo: dennizn / Shutterstock
9. Home Depot
2019 Brand Valuation: $47.1 billion
Change since last year: +39.4%
Industry: retail
State: Georgia
Stock symbol: (HD)
Photo: Felix Mizioznikov / Shutterstock
10. Disney
2019 Brand Valuation: $45.8 billion
Change since last year: +40.4%
Industry: media
State: California
Stock symbol: (DIS)
Photo: spiderman777 / Shutterstock
11. Wells Fargo
2019 Brand Valuation: $39.9 billion
Change since last year: -9.4%
Industry: banking
State: California
Stock symbol: (WFC)
Photo: Philip Pilosian / Shutterstock
12. Starbucks
2019 Brand Valuation: $39.3 billion
Change since last year: +21.1%
Industry: restaurants
State: Washington
Stock symbol: (SBUX)
Photo: icedmocha / Shutterstock
13. YouTube
2019 Brand Valuation: $37.8 billion
Change since last year: +46.2%
Industry: tech
State: California
YouTube is owned by Alphabet/Google.
The Most Valuable American Brands in 2019
Samanda Dorger
Aug 13, 2019 6:59 AM EDT
Coca-Cola's brand is so iconic, most people recognize it whether it is written in English, Arabic, or Chinese.
Good branding works. It provides instant recognition, separates a company from the rest of the pack, and makes an impression on customers so that they keep coming back.
Brand Finance, a business valuation and strategy consultancy, annually ranks the biggest brands. It determines the value of a brand by estimating the likely future revenues that are attributable to it by calculating a royalty rate that would be charged for its use, and arriving at a 'brand value' understood as a net economic benefit that a licensor would achieve by licensing the brand in the open market.
Amazon AMZN continues to dominate in brand value - its brand value alone is worth about half of the combined value of the 42 retail brands in Brand Finance's latest ranking of U.S. brands. Although Netflix NFLX doesn't make this list, its brand value has doubled over the past year, faster than any other brand in the country.
Also of note, Home Depot enters the top 10 while many retail brands, including No. 8 Walmart WMT , face stagnation amid changing customer preferences, according to Brand Finance's US 500 2019 report. California is home to most of the nation's biggest brands, including Facebook FB , Alphabet/Google GOOG , and Apple AAPL .
Amazon, Facebook, Apple and more are holdings in Jim Cramer's Action Alerts PLUS Charitable Trust Portfolio. Want to be alerted before Cramer buys or sells these stocks? Learn more now.
Based on Brand Finance's annual report, these are the most valuable and strongest brands in America.
Photo: Ko Backpacko / Shutterstock
1. Amazon
2019 Brand Valuation: $187.9 billion
Change since last year: +24.6%
Industry: tech
State: Washington
Stock symbol: (AMZN)
Photo: Mike Mareen / Shutterstock
2. Apple
2019 Brand Valuation: $153.6 billion
Change since last year: +5%
Industry: tech
State: California
Stock symbol: (AAPL)
Photo: Andrey Bayda / Shutterstock
3. Google
2019 Brand Valuation: $142.7 billion
Change since last year: +18.1%
Industry: tech
State: California
Stock symbol (Alphabet): (GOOG) (GOOGL)
Photo: Sundry Photography / Shutterstock
4. Microsoft
2019 Brand Valuation: $119.6 billion
Change since last year: +47.4%
Industry: tech
State: Washington
Stock symbol: (MSFT)
Photo: Bumble Dee / Shutterstock
5. AT&T
2019 Brand Valuation: $87 billion
Change since last year: +5.6%
Industry: telecoms
State: Texas
Stock symbol: (T)
Photo: Northfoto / Shutterstock
6. Facebook
2019 Brand Valuation: $83.2 billion
Change since last year: +8.7%
Industry: tech
State: California
Stock symbol: (FB)
Photo: Frederic Legrand - COMEO / Shutterstock
7. Verizon
2019 Brand Valuation: $71.2 billion
Change since last year: +13.3%
Industry: telecoms
State: New York
Stock symbol: (VZ)
Photo: rblfmr / Shutterstock
8. Walmart
2019 Brand Valuation: $67.9 billion
Change since last year: +10.4%
Industry: retail
State: Arkansas
Stock symbol: (WMT)
Photo: dennizn / Shutterstock
9. Home Depot
2019 Brand Valuation: $47.1 billion
Change since last year: +39.4%
Industry: retail
State: Georgia
Stock symbol: (HD)
Photo: Felix Mizioznikov / Shutterstock
10. Disney
2019 Brand Valuation: $45.8 billion
Change since last year: +40.4%
Industry: media
State: California
Stock symbol: (DIS)
Photo: spiderman777 / Shutterstock
11. Wells Fargo
2019 Brand Valuation: $39.9 billion
Change since last year: -9.4%
Industry: banking
State: California
Stock symbol: (WFC)
Photo: Philip Pilosian / Shutterstock
12. Starbucks
2019 Brand Valuation: $39.3 billion
Change since last year: +21.1%
Industry: restaurants
State: Washington
Stock symbol: (SBUX)
Photo: icedmocha / Shutterstock
13. YouTube
2019 Brand Valuation: $37.8 billion
Change since last year: +46.2%
Industry: tech
State: California
YouTube is owned by Alphabet/Google.
