Top brands in the world. most expensive brand

According to Wikipedia, a brand is a brand name or trademark that has a high reputation among consumers.

Note that the brand concept is slightly narrower than the company concept. Therefore, one company can own several brands. For example, Google is a brand and Alphabet is a company.

In this article, we have collected exactly the most expensive brands in the world. Up-to-date information on January 20, 2020.

We also suggest that you familiarize yourself and compare with the list of the most expensive companies.

10 most expensive brands in the world

Apple Inc.

$205.5 billion

Industry: Electronics, information technologies.
Products: Personal computers and tablets, mobile phones, audio players.

leader of the list and the most valuable brand in the world is Apple. Today, the logo of the company will surely be recognized by many people, because Apple has become really the most successful brand, which experts of rating agencies estimated at 205.5 billion dollars.

The company was founded on April 1, 1976 by Steve Wozniak, Ronald Wayne, and Steve Jobs. Initially, the trio was engaged in assembling home computers and releasing their own PC models, but the greatest success came precisely on last years company when Apple introduced the world to the world of its mobile product lines - iPhone smartphones and iPad tablets.

To date, the range of the company's products is very wide - smart watches, computers and laptops, tablets, smartphones and more. But the main feature of the popularity of "apple" gadgets was the high quality, stylish design and the smartest marketing program of Steve Jobs.

Today the company includes thousands of representative offices, company stores and service centers around the world, the staff is about 132 thousand employees.

The headquarters is located in the USA, in the city of Cupertino, California.

$167.7 billion

Industry: Internet.

The largest search network on the Internet called Google is probably known to all users of the global network. This made the Google brand one of the most expensive in the world ranking.

Experts estimated the brand's value at $167.7 billion, making it the second most valuable brand in the world.

The company, founded in 1993 by Sergey Brin and Larry Page, is focused on a search engine that handles billions of searches every day. Thanks to an advanced search engine, the creators of the service were able to implement one of the most powerful advertising aggregators on the Internet, which brings the company the bulk of its revenue.

But this is not the only product of the company. Many additional projects are developing every day. Google is currently releasing mobile gadgets own production, software for them (for example, Android OS) and owns a number of popular Internet services such as YouTube, Gmail, Google Maps, Google AdWords etc.

Headquarters: Mountain View, California, USA

$125.3 billion

Industry: Development software.
Products: Microsoft Office, Microsoft Windows, Xbox.

The world famous corporation Microsoft was founded in 1975, today the richest man in the world is Bill Gates. At that time, Microsoft was the first developer to offer packaged software for home computers, which made PC management convenient and intuitive for the user. This program - the Windows operating system - was a real breakthrough, because it made it easy for ordinary users to master a PC, which brought the company incredible success and huge profits.

Today, Microsoft is also one of the leaders in the PC software market, releasing OS Windows of the new generation, applications for working with documentation - Microsoft Office, as well as a number of other programs. In addition, MS produces its own mobile devices and accessories, video, audio and office equipment.

The headquarters is located in Redmond, Washington.

$97 billion

Industry: Retail.
Products: Internet services for the sale of goods.

Amazon is an American retail company that sells and delivers various goods over the Internet.

With the help of Amazon Internet, users, suppliers and manufacturers can sell any goods themselves using the company's website as online playground. The main direction is the independent sale of various goods. The popularity of the service has increased due to high quality goods, low prices, prompt delivery and a wide range of different products.

The company was founded in 1994 by Jeff Bezos. The head office is located in Seattle, Washington.

By general assessment, currently the company employs about 647.5 thousand employees, assets in the corporation for more than 162 billion, and annual turnover is about $232 billion.

$88.9 billion

Industry: Internet.
Products: Social network.

Facebook was developed by Mark Zuckerberg in February 2004. Today, the Facebook social network is visited by over 2 billion people daily. For one Internet project, the cost of $88.9 billion is simply an astronomical indicator of popularity and demand.

Today, Facebook generates over $22 billion in net revenue per year through advertising.

The headquarters is located in Menlo Park, California.

$59.2 billion

Industry: Food industry.
Products: Soft drinks.

The world's most famous carbonated soft drink, Coca-Cola, generates more than $6 billion in net profit per year for its company.

The famous beverage brand was founded in 1882. Today, the company's product list also includes Fanta, Sprite, Diet Coke and Schweppes drinks. Due to the large number of own assets, high profitability, a huge staff and profitability, the Coca-Cola brand is valued at $59.2 billion.

The headquarters is located in Atlanta, Georgia.

$53.1 billion

Industry: Electronics.
Products: Electronics, household appliances, shipbuilding, aircraft building, finance, chemistry, entertainment.

Samsung is known for international market as a manufacturer of electrical household appliances.

It was founded in 1938 in South Korea. Sanyo and Samsung merged in 1969 to form the Samsung Group. There was a change in approaches in marketing, amendments were made to the mission of the company. In 1980, the first models of Samsung air conditioners appeared, which was the beginning of the company's successful development in the European and Asian markets in the field of climate technology.

In 1983, the company began producing personal computers. In 1991-1992, the creation of the 1st series was completed mobile phones. And in 1999, Samsung Electronics received the Forbes Global Consumer Electronics Award.

Now Samsung Group has many product lines that are aimed at different types products.

The headquarters is located in Suwon, the capital of Gyeonggi Province, Republic of Korea.

$52.2 billion

Industry: Broadcasting, animation, cinema, theme parks.
Products: Full-length animated cartoons.

The brand was created back in 1923 by Walt Disney and his brother Roy Disney. It began its existence as a small animation studio, and now it is one of the major studios in Hollywood.

The company owns 11 amusement parks, 2 water parks, as well as the large ABC television and broadcasting network.

The headquarters and main production facilities are located in Burbank, California, USA.

$44.6 billion

Industry: Engineering.
Products: Cars.

Toyota is a Japanese company that dates back to 1924. Its founder was Sakichi Toyoda. Interestingly, he did not manufacture cars at all, but produced looms. His son, Kiichiro Toyoda, became interested in the automotive industry. With the proceeds from the sale of a patent for an automatic machine, he organized a division engaged in the production of cars.

In 2018, annual car sales reached $272 billion, and every year the share of sales in Japan itself is significantly decreasing, which indicates the company's activity in the global market.

The headquarters is located in Toyota, Aichi, Japan.

$43.8 billion

Industry: Catering.
Products: Fast food.

A worldwide network of fast food restaurants - McDonald's today occupies last place in the TOP 10 most expensive brands in the world. Its current estimated value is $43.8 billion. And this despite the fact that in 2015, due to a series of incidents, the capitalization of MCD decreased by 11 percent.

McDonald's was founded in 1940 by two brothers, Mac and Dick McDonald, who opened their first restaurant in San Bernandino, California.

#11 – #30 Most Expensive Brands

#	Brand	Price	Industry
11	AT&T	$41.3 billion	Telecom
12	Louis Vuitton	$39.3 billion	Luxury
13	Intel	$38.8 billion	Technologies
14	Nike	$36.8 billion	Cloth
15	Cisco	$34.5 billion	Technologies
16	General Electric	$34.3 billion	Diversified
17	mercedes benz	$33.2 billion	Automotive
18	Oracle	$32.2 billion	Technologies
19	Verizon	$31.7 billion	Telecom
20	IBM	$31.5 billion	Technologies
21	bmw	$29.8 billion	Automotive
22	SAP	$28.7 billion	Technologies
23	Marlboro	$28.5 billion	Tobacco
24	Budweiser	$27.2 billion	Alcohol
25	Visa	$26.9 billion	Financial services
26	walmart	$26.3 billion	Retail
27	American Express	$26 billion	Financial services
28	Honda	$25.8 billion	Automotive
29	Pepsi	$18.8 billion	Beverages
30	Gucci	$18.6 billion	Luxury

*Some data may be inaccurate given the lack of or limited access to published reports for recent periods.

How is brand value determined?

There are various ways to assess the value of a brand, many of which are controversial. Everyone understands the concept of value in their own way, so the assessment is usually subjective.

Popular methods and approaches for assessing brand value:

The sum of all costs. A brand is valued based on the sum of all expenses that have been incurred to build the brand since its inception. These can be advertising costs, asset purchases, employee salaries, etc. We index the received amount and get the real value of the brand.

Please note that the resulting value will only reflect the cost of building a brand, not the fact that the owners will agree to sell it at that price.

Market price. The simplest method for counting. We simply multiply the number of shares in issue by their current market value. By the way, we also have a list of the most expensive stocks in the world.

The disadvantage of the method is that the market price changes very dynamically and in times of crisis, the brand value drops noticeably. Or vice versa, there may be a revaluation of the asset by investors.

Based on income. Estimate future net income, which is directly attributable to the brand, to determine its current value.

The methods described above generate approximate data, so this article uses information about the cost according to the Forbes online publication.

Who doesn't want to look elegant and luxurious in public? Probably no one. Especially if you are a very famous person in show business. In order to distinguish themselves from others and show their importance in society, these people not only spend a lot of time choosing their outfits, but also do not spare huge sums. Below is a list of the ten most expensive clothing brands in the world.

Valentino (Valentino)

Our rating is opened by the Valentino brand - an Italian fashion house headquartered in Milan, a manufacturer of fashionable luxury clothing, underwear, accessories and perfumes. It was founded by Italian designer Valentino Garavani in 1959. Currently part of the Valentino Fashion Group.

Versace (Versace)

Gianni Versace is an Italian company that manufactures fashion and other luxury goods. It was founded in 1978 by fashion designer Gianni Versace. But after Gianni's death in 1997, his sister Donatella took over the company. As of August 2013, Versace has more than 80 boutiques worldwide, the first of which was opened outside of Italy in 1991 in Glasgow, Scotland.

Guess

Guess is an American brand, manufacturer of clothing and other fashion items such as Wrist Watch, jewelry and perfumery. The brand was founded in 1981 by brothers Georges, Armand, Paul and Maurice Marciano. Guess in the 80s of the last century was one of the earliest and most popular manufacturers of designer denim in the world.

Christian Dior (Christian Dior)

Christian Dior is a well-known French fashion house headquartered in Paris, a manufacturer of clothing, shoes, accessories, jewelry, watches, lingerie, cosmetics, perfumes and mobile phones. The brand was founded on December 16, 1946 by one of the best and most famous fashion designers in the world - Christian Dior. In February 1947, the first collection of women's clothing was presented, which revolutionized the world of post-war fashion. Christian Dior currently employs 56,000 people. It has over 160 boutiques worldwide.

Marc Jacobs (Marc Jacobs)

Sixth place in the list of the most expensive clothing brands in the world is occupied by the American brand Marc Jacobs, founded in 1984 by fashion designers Marc Jacobs and Robert Duffy. The brand produces men's, women's and children's clothing, shoes, accessories, as well as perfumes and decorative cosmetics.

Giorgio Armani (Giorgio Armani)

Giorgio Armani S.p.A. is an Italian company founded in 1975 by Giorgio Armani and Sergio Galleoti. The company specializes in the production of clothing, various accessories, watches, cosmetics, interior items, jewelry, and also together with one of the best cosmetic brands L'Oreal - perfumery. Today, the Giorgio Armani brand has 13 factories around the world and about 300 stores in 36 different countries. By the end of 2005, the company's sales were estimated at about $1.69 billion. Giorgio Armani is the fastest growing fashion brand in the world.

Dolce & Gabbana (Dolce and Gabbana)

In fourth place on the list of the most expensive clothing brands in the world is Dolce & Gabbana, a luxury Italian fashion house founded in Milan in 1985 by designers Domenico Dolce and Stefano Gabbana. Under the Dolce & Gabbana brand, fashionable designer clothes, shoes, as well as accessories and perfumes are produced. By 2005, the fashion house had sales of €600 million.

Prada (Prada)

Prada is an Italian fashion house founded in Milan in 1913 by designer Mario Prada. It specializes in the production of fashionable designer clothes, shoes, various accessories, perfumes, watches, furniture, etc. Currently, the Prada trademark has 250 stores located in 65 countries around the world. In 2015, the fashion house's profit amounted to 954.2 million euros.

Chanel (Chanel)

Chanel is a French private company headquartered in Paris. It was founded at the beginning of the 20th century by couturier Gabrielle "Coco" Chanel. The company specializes in the production of luxury goods: clothing, cosmetics and perfumes, watches, bags, sunglasses, jewelry, etc. Chanel owns 310 boutiques around the world, of which 94 are located in Asia, 70 in Europe, 10 in Middle East, 128 in North America, 2 in South America.

Gucci (Gucci)

The most expensive clothing brand in the world is Gucci. This is a well-known Italian fashion brand founded in Florence (Italy) in 1921 by designer Guccio Gucci (1881-1953). It is considered one of the most prestigious, well-known, and easily recognizable fashion brands in the world. It specializes in the production of textiles, clothing, perfumes, accessories, interior items, etc. In 2013, the brand was valued at $ 12.1 billion. Gucci owns 278 boutiques around the world.

Not all of us can buy clothes from expensive global brands. The history of each of the Fashion Houses included in the top 10 such trademarks. The highest target for total annual revenue is $12.7 billion.

The proverb about “a meeting on clothes” has not lost its relevance today - on the contrary, the trend of following fashion is only gaining momentum every year. Many designers have made a name for people's desire to show their style, taste and status. You can find out which brands can be ranked among the most expensive clothing brands by looking at the rating of fashion houses.

List of richest clothing brands

Why do people buy expensive things? The reasons may be different, but such buyers would like to know what place the elite item they purchased ranks in the ranking. Not only the amount of the assessment is interesting, but also the history of each brand that got into the coveted rating.

V modern society clothing serves as a determining criterion for his success. For many consumers, it is important that the label is included in the top number.

Table 1. Top 10 Most Expensive Clothing Brands Income Ratio

	Name	Set Items	Annual income, 2016
		clothes; perfumery; textile; accessories..	$12.7 billion
		clothes; accessories.	$11.4 billion
		clothes; perfumery; accessories; books.	$8.7 billion
		clothes; specialized things (for yachtsmen); perfumery; cosmetics.	$7.3 billion
		clothes; shoes; accessories; perfume; flower service; sweets.	$1.8 billion
		denim clothing	$544 million
		clothes; accessories.	$364 million
		clothes; perfumery; accessories.	257 million euros
			$79 million
		luxury clothing; Underwear.	$22 million

What is the idea of ​​"instant fashion" and how different is it from top brands? Read.

Pedestals of luxury clothes in 2017

278 boutiques - so much sales departments belongs to this most expensive brand in the world. Founded in 1921 by designer Guccio Gucci, today, in addition to clothing, it also produces textiles, perfumes, interior items and accessories. What are the differences worldwide famous brand? Experts note the presentability of each line of clothing. In every thing, conservatism and adherence to traditions are felt, which does not prevent experiments with materials and styles. Critics complain that each new collection becomes too predictable, but fashion designers object: in order for clothes to be popular, they must be wearable.

2nd place is occupied by Prada, created in 1913. This fashion house is presented in 250 stores located around the world. 979.2 million annual profits ensured their place "under the sun" in the fashion industry. Not the last role here is played by the ability of designers to combine clothes and try to combine fabrics and styles.

Today, the Prada collection includes not only luxurious dresses for social events, but also trendy accessories. The main credo: "Our clients do not have to prove anything to anyone", expressing the whole essence of wealthy people in this. It is wealthy people who can afford to purchase the outrageousness offered by the brand.

The bronze medalist was the Italians, this time the duet of Domenico Dolce and Stefano Gabbana, whose work was embodied in the brand of the same name. The company is one of the youngest - the year of foundation was 1985. The bet was made on Hollywood - actresses who put on outfits from designers stood out among their colleagues. The style from the brand is chosen by bright and dynamic people - it is frankly sensual and sexy (“with the suggestion” of designers, lingerie style and torn jeans came into fashion).

In fourth place is Chanel. The brand began its victorious fashion march at the beginning of the last century. The simple little black dress proved synonymous with luxury and propelled its creator, Coco Chanel, to the pinnacle of success. 100 years later, nothing has changed - "comfortable luxury" (the company's creed) continues to excite the minds and along the way devastates the wallets of those who want to buy such clothes.

Today, Coco Chanel products can be bought in 310 boutiques located on all continents. The style of the brand has changed little over almost a century - it suggests minimalism of color and convenience. Most often, this is a clearly defined silhouette, although the clothes have acquired more democratic shades - even shorts have appeared in summer collections.

« Golden mean"Goes to the brainchild of another Italian designer - Giorgio Armani. It presents both everyday models and high fashion collections. A distinctive feature of the style is negligence (it's not for nothing that the brand's clothes are popular among young people). The company produces both everyday collections and "high fashion". The fashion designer began with the alteration of classic men's jackets.

Experts distinguish the minimalism of images - Giordio Armani does not like extra details. A simple formula: ingenious simplicity and incomparable elegance helped Giorgio Armani S.p.A. in the opening of 13 factories and 300 stores worldwide. The brand is considered one of the fastest growing and promising.

In sixth place is the Guess company, whose creators tried to convey that you need to live beautifully every day. The brand is relatively young - it was founded by the four Marciano brothers, who became one of the first popularizers of jeanswear in 1981.

How did jeans grow from everyday wear into a real dream? The Guess brand tries to make each of its models bright, fresh and sexy. Competent work marketing and advertising services help the brand to stay at the top of the fashion Olympus. A lot of world-famous stars are filmed in advertising - Eva Herzigova, Claudia Slate, Naomi Campbell and Letizia Casta. And to consolidate the success in a series of commercials, the outrageous socialite Paris Hilton was filmed.

Seventh place is occupied by American Marc Jacobs, former creative director of design house Louis Vuitton, whose 2015 collection was a real breakthrough. The style is distinguished by bold geometric shapes, the use of patent leather and other creative solutions. The brand is very fond of celebrities - at different times it was advertised by Chloe Sevigny, Victoria Beckham and even the Russian group Tatu. Today at this "post" - Miley Cyrus.

Finally, the list of the French - Christian Dior in eighth place in the ranking of the most expensive clothing brands. It all started in the post-war years, when the first collection of women's clothing from this brand was able to revolutionize the world of post-war fashion. It was Dior who came up with the idea that every fashion designer should have his own sign.

After the death of the fashion designer, the Fashion House was headed alternately by Yves Saint Laurent, Marc Boan, Bernard Arnault and Gianfranco Ferre. Each of them tried to maintain the elegance inherent in the style. Trademark designers try to avoid excessive pretentiousness.

Today, this brand employs 56,000 people. The company has more than 160 boutiques around the world. Annual income - 24 billion dollars.

We are nearing completion - the ninth place is occupied by Gianni Versace. This Italian company did not cease to exist even after the death of its founder Gianni Versace - his sister Donatella continued the family business. The very first boutique outside of Italy was opened in 1991 in Glasgow, Scotland. Today the number of stores has reached 80.

The brand is considered luxury - most of the outfits emphasize female beauty well, but without the appropriate accessories they look “on the verge of kitsch”. A large degree of creations are created for girls with a model appearance - slender and tall. The brand does not forget about men either: every Russian is familiar with a crimson jacket from the nineties (also a creation of Versace).

And closes the top ten expensive clothing brands brand Valentino (Valentino). The Italian manufacturer of luxury clothing and underwear was founded by Valentino Garavani back in 1959. Now the brand is part of the Valentino Fashion Group.

Bustiers and red clothes are named as the key signs of the corporate identity of this brand. The master insisted: “Red goes to all women. There are 30 shades of this color - it's important to find yours."

The second priority is white, the apogee of love for which was the dress of Jacqueline Kennedy for the wedding with Aristotle Onassis. Modern tendencies focus on youth fashion. In these outfits, the stars also prefer to walk the red carpet.

Any brand needs to be realized. Such an assistant is, for example, the Wildberries online store.

Potential competitors

Despite the confident positions in the top ten, none of the brands presented above can be sure that tomorrow it will not be overthrown from the pedestal. Competitors are very serious:

1. The international concern Fendi is famous for its high-quality clothing, fur, and accessories. Experts say: bags of this brand will never go out of fashion.
2. Hermes started working in 1837, but developed its production by 2008. In addition to clothing and leather goods, the brand also produces other items - from jewelry to gloves. The consumer likes it - it affects the annual income of 730 million dollars.
3. Ralph Lauren has a lot subsidiaries and more affordable models (Sports Polo line). A striking example is Jennifer Lopez's dress at the Grammy Awards in 2000. Now the brand's designers are dressing the first lady of the United States - Melania Trump. Annual income rose from 776 million dollars.
4. Burberry specializes in outerwear- the company has been at the peak of popularity for more than a century. Everyone knows the brand's signature trench coats. The brand's revenue is $323 million.
5. Louis Vuitton is known for connoisseurs of quality accessories and bags. The company has more than 460 stores in 50 countries.
6. World celebrities are dressed by Oscar de la Renta. Jacqueline Kennedy gave preference to the brand. Today there are no less fans - evening and wedding dresses with this name are so attractive.
7. A potential competitor is the Italian brand Brioni, which specializes in men's fashion. The brand is named after a fashionable resort - the clothes it produces meet the expectations of elitism and quality.

Even fashion designers once started with a small atelier. It is quite possible to open it at home.

You can learn more about expensive world fashion trends from the video:

Every company wants to stay at the forefront of fashion. To do this, they not only follow the accepted trends, but also contribute their vision, creating Her Majesty Fashion.

Moscow, February 1 - “Vesti. Economy". Brand Finance has compiled its annual ranking of the most valuable brands in the world. Russia has been represented in this rating by three brands for the third year already. Sberbank became the most expensive Russian brand in the ranking. Sberbank ranks 129th in it, having improved its position compared to 2017, when it was 154th, and 2016, when it was 200th. Sberbank's brand value rose 27.5% last year to $11.6 billion, comparable to Land Rover and higher than brands like Danone, Gucci, eBay and Warner Bros. Among the banks of the world, Sberbank is in 21st place. The value of a brand in the Brand Finance ranking is calculated by assessing the future possible income if the company did not own the brand, but paid royalties for it. Gazprom ranked 315th against 339th last year and 302nd in 2016. The value of his brand for the year grew by 14% and is estimated at $ 5.6 billion. This is at the level of the Airbnb service and the BBC Broadcasting Corporation. LUKOIL moved up several points to 363rd place - the company is recovering from last year's fall from 229th to 369th place. Its brand value rose 8% last year to $4.9 billion, about the same as Colgate toothpaste, Dove soap and Domino∎s Pizza. Below are the top 10 most valuable brands of 2018. 10.ICBC

Country: China Value: $59.2 billion Dynamics: +24% Industrial and Commercial Bank of China is China's largest commercial Bank. Included in the "Big Four" of the largest state-owned banks in China (along with the Bank of China, Agricultural Bank of China and China Construction Bank). The bank's shares are owned by the Chinese government. At the end of October 2006, the bank held an initial public offering and raised a record $22 billion by placing 48.4 billion shares (18% of the total). Of these, 12% on the Hong Kong Stock Exchange and 6% on the Shanghai Stock Exchange. 9 Walmart

Country: USA Value: $61.5 billion Dynamics: -1% Wal-Mart is the largest retail chain in the US, if not the world. The network includes both small shops and huge supermarkets scattered throughout the country. Representatives of Wal-Mart Stores, Inc. exist outside of the US. The stores of the network sell almost everything: electronics, furniture, computers and software, toys and goods for children, photographic equipment, cosmetics, sporting goods, groceries, medicines, various small things for the house, dishes, books and CDs. The network was founded by Sam Walton in 1962 The first Wal-Mart Discount City opens in Rogers, Arkansas. To date, Wal-Mart is a network of more than 7,000 stores in 14 countries around the world. The number of employees has long ago exceeded one million, and income - for tens of billions. 8 Verizon

Country: USA Value: $62.8 billion Dynamics: -2% Verizon Wireless is the largest operator today cellular communication in USA. In terms of coverage, no other North American operator can even come close to it. Verizon Communications was founded on June 30, 2000 in New York as a result of the merger of two telecommunications companies - Bell Atlantic and GTE. The name of the new brand was not chosen by chance. It is a combination of two words: veritus (truth) and horizon (horizon). 7.Microsoft

Country: USA Value: $81.2 billion Dynamics: +6% World-renowned manufacturer of software for desktops, mobile devices, clusters, servers and game consoles. In addition to software, the company is also engaged in the production of game consoles themselves, computer manipulators and audio players. The history of Microsoft is a story of dizzying success and continuous development. The corporation repeatedly made mistakes and miscalculations, but always quickly corrected them, eventually conquering more and more new areas for itself and setting new records. 6AT&T

Country: USA Value: $82.4 billion Dynamics: -5% AT&T (American Telephone and Telegraph) is one of the most largest suppliers wireless and telephone communication in USA. The total number of its subscribers exceeds 150 million people, and the name itself has long become synonymous with quality. 5. Facebook

Country: USA Value: $89.7 billion Dynamics: +45% Facebook is one of the most popular social networks in the world, it has more than a billion active users, the number of which is constantly increasing. The project was founded on February 4, 2004 and was originally conceived as social network only for Harvard students, but later the framework was expanded, and then completely blurred. The founders of Facebook were Harvard University students Mark Zuckerberg, Eduardo Saverin, Dustin Moskowitz, Andrew McColum, and Chris Hughes. 4.Samsung

Country: South KoreaValue: $92.3 billion Dynamics: +39%Samsung Group is a South Korean group of companies, one of the largest in South Korea, founded in 1938. It is known on the world market as a manufacturer of high-tech components, telecommunications equipment, household appliances, audio and video devices. The main office of the company is located in Seoul. Companies belonging to the Samsung Group are engaged in electronics and microelectronics, chemical industry, construction, automotive, heavy industry, finance and credit, insurance. The structure of the concern includes a full cycle of electronics production, from the extraction of resources, their processing and ending with finished goods. Most of the divisions of the conglomerate perform subordinate functions in relation to companies directly involved in the manufacture of finished electronic products, and work exclusively for the concern or only within South Korea. This feature is clearly visible from the distribution of profits by divisions. Thus, the concern's main income comes from the electronics industry. 3. Google

Country: USA Value: $120.9 billion Dynamics: +30% The Google brand begins its history with the registration of Google Inc. January 7, 1998 in Menlo Park, California, USA. The company was founded by Stanford University graduate students Larry Page and Sergey Brin. The name Google is a play on the spelling of the English word googol (googol), a mathematical term for a number consisting of one and one hundred zeros. The name reflects the company's goal - to create an infinitely huge database to find the information you need. 2 Apple

Country: USAValue: $146.3 billion Dynamics: +37%Today, Apple is one of the leaders in the global IT industry, a manufacturer of computers, laptops, media players and various software. The company is one of the industry's pioneers, pioneering in many areas: the first truly personal computers, the first multi-color displays on PCs, the first operating systems with GUI, the first computers with mouse support, the first personal audio player, the first online music store and so on. 1. Amazon

Country: USA Cost: $ 150.8 billion Dynamics: + 42% The history of this largest online store began on July 16, 1995. It was created by businessman Jeff Bezos. Initially, only books were sold, later, by 1998, the assortment was expanded: first, audio and then video products were added to it. To date, Amazon.com offers its visitors several dozen different categories of goods, including electronics, clothing, sporting goods, and even food.

The world's leading brands cannot afford to stand still waiting for change. Instead, they are proactive and continue to grow without concern for maintaining the status quo. What makes them leaders in their industry is that they recognize the importance of investing in branding while investing in product innovation and improvement to stay ahead of the competition.

Analysts of the consulting agency Interbrand published Global Brands Report - ranking of the most valuable brands in 2017.

It is based on three main factors:

• Financial performance obtained through the sale of branded products and services.
• The role the brand name plays in influencing customer choice
• Customer loyalty (brand contribution to the company's future profits).

The annual Interbrand Top 100 includes only companies whose business operates on three or more continents and receives a third of their profits outside their home country. Therefore, there is not a single Russian company in the list of the most expensive world brands.

Here's what the most expensive brands of 2017 look like.

The five fastest growing brands this year are the largest social network Facebook (+ 48% in value), online marketplace Amazon (+ 29%), software developer Adobe (+ 19%), Adidas concern, which produces sports equipment, clothing and footwear for sports (+17%) and one of the favorite brands of coffee lovers Starbucks (+16%).

More than half of the world's top brands operate in one of four sectors:

• automotive industry (16 top 10 participants);
• technologies (15 companies);
• financial services (12 brands);
• and consumer goods (9 brands).

The fastest growing sector in terms of percentage was retail (19%), followed by sporting goods (10%), technology (8%), logistics (7%) and financial services (6%).

According to an Interbrand report, the 2017 list of the world's best brands is dominated by the United States with 52 brands in the top 100. The USA is followed by Germany (10 brands) and France with its eight brands (mostly fashion and beauty): Louis Vuitton, Hermes, Axa, L'Oreal, Danone, Cartier, Dior and Moet & Chandon.

As Interbrand CEO Jez Frampton said, “The only constant is change, and we are living in one of the most exciting periods of change since the Industrial Revolution. The changes we are seeing are societal, professional, technological, economic, industrial and affect every aspect of commerce and life. In this ever-changing context, growth is becoming increasingly complex. Businesses must continually find new ways to make a brand both recognizable and relevant to a particular culture, create a platform that allows for an exciting and unique experience, as well as a means to remain relevant, meaningful and valuable. In this changing world, businesses need brands more than ever.”