EYE ON RETAIL: U.S. Brands ranked

Apple regained its position at the top of Brand Finance’s list of most valuable brands, overtaking last year’s leader, amazon.com, which fell to fourth place on the value list.

In addition, the Brand Finance US 500 2024 report has Amazon at 4th, retailers on the value rankings include Walmart at 5th, Starbucks at 9th, Home Depot at 12th and Costco at 14th.

Lowe’s fell from 27th to 41st on the list.

The Builders FirstSource brand, according to the research firm’s estimation, slipped 75 spots from 357th to 432nd.

Here’s the list:

The top 20 most valuable U.S. brands are listed here.

1. Apple
2.  Microsoft
3. Google
4. Amazon
5. Walmart
6. Facebook
7. Verizon
8. Instagram
9. Starbucks
10. Tesla 
11. Oracle
12. Home Depot
13. AT&T
14. Costco
15. United HealthCare
16. Disney
17. Nvidia
18. Deloitte
19. Accenture
20. McDonald’s 

Of the 500 companies on the value list, retailers represented 14.2 percent

Brand Finance’s research finds that Apple’s brand remains strong, with a brand strength index score of 86.5 out of 100. Apple is one of the world’s most recognized brands, illustrated by its high brand awareness, averaging 96% across the 17 countries researched by Brand Finance. In the US, Apple’s home market and biggest in terms of revenue, the brand ranks highest among tech brands in perceptions of product quality.

Brand Finance calculates brand value using the Royalty Relief methodology which determines the value a company would be willing to pay to license its brand as if it did not own it. This approach involves estimating the future revenue attributable to a brand and calculating a royalty rate that would be charged for the use of the brand.