Apple leads the list. The company's estimation in 2016 amounted $154.1 bln. The brand grew by 6% on the year basis. However, one cannot deny certain economic problems the winner faces, as this year the revenue of the company plunged by 12.8% for the first time in ten years.

The second position is taken by another common face here - Google. It's not the first time when Google gets in top three of the most expensive brands in the world. Now the company is estimated at $82.5 bln. Last financial year was successful for Google, as its price expanded by 26%. The titan of technology pays great attention to advertizing. Last year its expenses on advertizing attained $3.2 bln.

The third is Microsoft, that is doing well against Apple and Google. Today the firm value is about $75.2 bln, which by 9% higher than that of the last year.

Following the top three, there's Coca-Cola. This brand is the most expensive on the food market today. Although one cannot say that its sales keep growing with every coming year, but the number of its fans stays the same. This time Coca-Cola was estimated at $58.5 bln, or by 4% more than last year.

The company of the youngest billionaire in the world – Facebook – occupies the fifth line. The brand price managed to increase by 44% since 2015, and reach $52.6 bln. It should be mentioned, that the company spends modest sums for advertizing. For example, last year advertizing expenses reached $281 mln.

Toyota is the sixth in the list, also being the first non-American company here. The Japanese Toyota is estimated at $42.1 bln. Taking into consideration huge competition, Toyota outlays considerable amounts of money for advertizing. So, last year the company spent $3.6 bln.

The seventh position is taken by IBM, which is listed in top ten not for the first time either. Today the company is valued at $41.4 bln, which is by 17% below the reading of the last year.

The most fairy-tale brand in the rating is Disney, which took the eighth line. During the year, the American company added 14% to its estimated price, upped as far as $39.5 bln. It profits mainly from entertainment parks, movies, and cartoons, wear, and branded products.

The ranking contains one more American company. McDonald's is estimated at $39.1 bln, and thus takes up the ninth position.

Top ten is closed by GM (General Motors). During the year, the company's estimated value lowered by 2%, to $36.7 bln. This is the only participant of the rating which did not provide the advertizing expenses.