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Apple lost the title of the most expensive brand, now this position is occupied by the American IT company Amazon and its eponymous online store. Its value is estimated at 299,3 billion USD, while Apple has fallen to 297,5 billion USD.
New data on the world's most expensive brands has been published by the consulting company Brand Finance. The top 500 most valuable companies and corporations also include some Russian brands such as “Sber” (163rd), “Gazprom” (420th) and “Lukoil” (457th).
Brand value is determined based on brand revenue analysis, trademark and intellectual property analysis, and outsider perception of the brand.