The American corporation Apple once again topped the list of the most valuable brands in the world under, according to Forbes magazine.

The edition estimates the cost of Apple slightly more than 154 billion dollars. The next is Google (82.5 billion dollars), Microsoft (72.5 billion dollars), Coca-Cola (58.5 billion dollars) and Facebook (52.6 billion dollars), BBC Russian Service reported.

Forbes emphasizes that Apple heads this list in spite of the recent disappointing financial results, including falling of revenue for 13%. Experts explain this falling with decrease of sales of the latest version of iPhone.

Nevertheless, as the American magazine notes, Apple continues to remain a unique brand which just has no real competitors. The company tops the list for six years.

Professor of marketing and branding of the University of Pennsylvania David Reibstein stated that the brands gain weight depending on how they are perceived by customers. From the point of view of the companies, the brand is as valuable as clients are ready to pay for it and as more often they make the choice in its favor.

The strength of the brand is visible just on the example of Apple. Many experts point out that  the latest models of iPhone do not differ much from, for example, Samsung smartphones. The two corporations are constantly at war in the courts, claiming the superiority in various technological and design solutions. However, Apple still sells better.

Google still lags far behind from Apple, although the gap is gradually reduced. This year the searcher brand has risen in price by 26%.

And in this case Forbes experts note that in reality users of Google receive the result which does not differ much, for example, from Bing searching engine.  And nevertheless, they make their choice for a more promoted brand.

Moreover, Google is also a unique brand. It became actually a synonym of the concept search on the Internet and David Reibstein calls that maximum success for a brand.

According to the expert, especially admiring is corporation’s attitude to its logo, breaking all known principles of marketing: while others carefully monitor correctness of reproduction of the logos, the Google changes it every day, coming up with doodles - the logo variations created specially in honor of some event or a memorial.

The IT companies IBM and Intel, Toyota, BMW, Mercedes-Benz and Honda carmakers, the Disney company and the McDonalds fast food chain  are also among the 25 most expensive brands.