Google reprend à Apple la palme des marques les plus valorisées au monde. L’innovation, les revenus de la publicité et l’essor dans le domaine du cloud valent au géant de l’internet son retour en tête du classement ‘BrandZ Top 100’.
Google caracole depuis des années aux premiers rangs du palmarès établi par la société d’études de marchés Millward Brown et l’agence WPP. Celui-ci établit la valeur des marques d’après des sondages auprès de consommateurs, en complément aux données financières.
Le classement 2016 publié mercredi valorise le numéro un mondial des moteurs de recherche à 229,2 milliards de dollars, soit un bond de 32% par rapport à l’an dernier. Apple glisse au second rang. La marque à la pomme a vu sa valeur se réduire de 8% sur un an, à 228,4 milliards. Microsoft a pu défendre sa 3e place d’un sondage à l’autre, avec une valeur estimée à 121,8 milliards de dollars (+5%). Pour les marques les plus puissantes de la planète, l’exercice s’avère stable, en dépit des tumultes sur les marchés financiers et du ralentissement chinois, observent les auteurs.
La belle progression de Facebook
Facebook remonte ainsi de la 12e à la 5e position (+44% à 102,5 milliards de dollars), faisant son entrée dans le top 10 juste derrière le mastodonte américain des télécoms AT&T. Du coup, Visa perd une place et se retrouve 6e. La plateforme de commerce en ligne Amazon bondit elle aussi, de la 14e à la 7e place (+59% à près de 99 milliards).
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