Apple Sixth Consecutive Time Recognized as the Most Expensive Brand

The authoritative magazine Forbes presented a new edition of the rankings of the most expensive brands. The first place for the sixth time in a row won the company Apple's .

Brand iPhone and iPad otsenёn producer at $ 154.1 billion, which is 6% higher than a year earlier. Going after Google was rated brand at $ 82.5 billion - 26% more than a year ago.

Microsoft has closed three leaders with financial measure $ 75.2 billion, which was on 9% more than in 2015. They should be placed Coca-Cola ($ 58,5 billion) and Facebook ($ 52,6 billion). Last second year in a row demonstrates the highest rates of growth in brand value - in 2016 there was a rise of 44%.

Professor of marketing and branding expert at the University of Pennsylvania's Wharton School Reybstayn David (David Reibstein) says that the value of the brand is determined consumers' willingness to pay a premium for a particular product, as well as the likelihood that the product will be purchased by this company.

Analysts Forbes noted that despite the drop in revenues in the last quarter, Apple is the market leader in consumer brand of IT-products and start selling iPhone 7 is bound to be accompanied by long queues outside stores. Thanks to their fans has been able to earn $ 53 billion in net profit last year, the authors of the publication said.