By Andrea Hargraves 
Apple is the world’s most valuable brand, followed by Google and Microsoft, according to the Kantar BrandZ Global 2023 ranking, released on Wednesday.
Apple leads the “ranking” with a brand value of $880.455 million (805.661 million euros), followed by Google with a value of $577.683 million (528.603 million euros), while Microsoft has a value of $501.856 million (464.154 million euros) and is in second place. Third place.
Zara, a brand of the Inditex Group, is the only Spanish brand among the 100 most valuable brands in the world.
The Spanish fashion brand ranks 94th in this ranking, with a value of $18.395 million (€16.829 million).
In the top ten, there is still Amazon losing the lead and dropping to fourth place, followed by McDonald’s (fifth), Visa (sixth), Tencent (seventh), Louis Vuitton (eighth), MasterCard (ninth), while Coca (ninth). VII). -Cola closes the top ten.
The “ranking” also revealed that in 2023, 25 percent of the world’s most valuable brands will come from Asia, with Tencent alone occupying the “top ten” list.
However, this year saw a decrease in the value of brands, due to the fact that most of the technology companies, were involved in negative market environments, such as mass layoffs or the semiconductor crisis.
As for the most valuable brands in terms of FMCG, Coca-Cola tops the ranking with a value of $98.004 million (89.800 million euros), almost five times more than the second badge, Chinese brand Nongfu Spring, which has a value of $21.764 million. (19.939 million euros).
PepsiCo ranks third with a value of $8.826 million (€17.253 million), according to Kantar.