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APPLE HAS ONCE again retained its position as the world’s most valuable brand, according to brand management firmIn terbrand’s annual rankings of the “best global brands.”

Technology and automotive brands dominated the rankings of 100 companies, taking up a combined 28 spots in the list.

The “top riser” this year was Facebook, which improved its brand value by 54% — but it sat outside of the top 10, in 23rd.

The ranking is based on a combination of the brands’ financial performance, the role the brand plays in influencing customer choice, and the strength the brand has to command a premium price or secure profit for the company.

10. Amazon

Chris Radburn / PA Wire Chris Radburn / PA Wire / PA Wire

• Brand value: $37.9 billion (€33.9bn)
• Percentage change from last year: +29%
• Last year’s rank: 15

9. McDonald’s

Anthony Devlin / PA Wire Anthony Devlin / PA Wire / PA Wire

• Brand value: $39.8 billion (€35.6bn)
• Percentage change from last year: -6%
• Last year’s rank: 9

8. GE

AP Photo / Gene J. Puskar, File AP Photo / Gene J. Puskar, File / Gene J. Puskar, File

• Brand value: $42.3 billion (€37.8bn)
• Percentage change from last year: -7%
• Last year’s rank: 6

7. Samsung

Laura Lean / PA Wire Laura Lean / PA Wire / PA Wire

• Brand value: $45.3 billion (€40.52bn)
• Percentage change from last year: 0%
• Last year’s rank: 7

6. Toyota

Rui Vieira / PA Archive/PA Images Rui Vieira / PA Archive/PA Images / PA Archive/PA Images

• Brand value: $49 billion (€43.83bn)
• Percentage change from last year: +16%
• Last year’s rank: 8

5. IBM

Associated Press Associated Press

• Brand value: $65.1 billion (€58.23bn)
• Percentage change from last year: -10%
• Last year’s rank: 4

4. Microsoft

AP Photo / Ted S. Warren AP Photo / Ted S. Warren / Ted S. Warren

• Brand value: $67.7 billion (€60.55bn)
• Percentage change from last year: +11%
• Last year’s rank: 5

3. Coca-Cola

JeepersMedia JeepersMedia

• Brand value: $78.4 billion (€70.12bn)
• Percentage change from last year: -4%
• Last year’s rank: 3

2. Google

PA WIRE PA WIRE

• Brand value: $120.3 billion (€107.6bn)
• Percentage change from last year: +12%
• Last year’s rank: 2

1. Apple

Yui Mok Yui Mok

• Brand value: $170.3 billion (€152.32bn)
• Percentage change from last year: +43%
• Last year’s rank: 1

- Lara O’Reilly

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